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HR公司M品牌洗衣机营销策略研究_MBA毕业论文DOC

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文本描述
HR公司M品牌洗衣机营销策略研究
摘要
M品牌洗衣机作为 HR公司 M品牌系列产品之一,延续其“创意家电、格调
生活”的品牌理念及市场定位。M品牌洗衣机的“立硬币”营销、“10年体验营
销”及“携手名人倡导艺术与美”等营销实践在行业中均非常具有代表性。本文
以 HR公司 M品牌洗衣机为研究对象,基于营销组合理论、STP理论及品牌营销
理论,运用文献研究法、市场调查与访谈法和案例研究法,按照发现问题、分析
问题与解决问题的思路,对 HR公司 M品牌洗衣机营销策略进行研究。
研究发现,M品牌洗衣机营销策略中,主要存在市场定位不够精准、营销方
案缺乏针对性、产品策略与价格策略缺乏细致分类和渠道策略及促销策略创新不
足等问题。M品牌洗衣机应以时尚新贵、时代精英和富足享乐三类群体为细分市
场,并以面向精致、优雅、有格调的精英群体,提供用户体验的高端衣物洗护场
景解决方案,致力成为高端洗衣机引领者为市场定位。为达到这一目标,应实施
差异化营销策略,在具体产品营销方面,提高中高端产品技术含量,保证产品质
量,支持定制化生产;在价格策略方面,坚持价格引领策略,以高端定价为主导,
面向不同目标群体给予适当的价格折扣;在销售渠道方面,坚持多种销售方式,
扩大线上线下销售渠道;在产品促销策略方面,在完善原有促销的同时,进一步
改善活动促销,注重广告促销、直播促销,同时加强公共关系促销;在公司的品
牌策略方面,注重面向不同类型群体的差异化品牌创建、维护与管理。另外,M
品牌洗衣机营销策略优化方案实施过程中,还应加强方案实施的过程控制保障,
绩效管理保障中,注重营销绩效管理,并加强绩效考核结果的运用,提供人力资
源保障、财务资源保障和技术资源保障。
关键词:营销策略 M品牌洗衣机高端品牌差异化营销

A STUDY ON MARKETING STRATEGY OF
HR COMPANY M BRAND
WASHING MACHINE
ABSTRACT
As one of HR’s M brand series products, M brand washing machine continues its
brand concept and market localization of "creative home appliances, style life". The
"standing coin", "10 years’ experience" and "joining celebrities advocating Art and
Beauty" marketing practices of M brand washing machine are very representative in
the washing machine industry. Based on marketing combination theory, STP theory
and brand marketing theory, using literature research method, market investigation and
interview method and case research method, according to the idea of finding,
analyzing and solving problems, this paper studied the HR’s M brand washing
machine marketing strategy.
The study found that the mainly problems in the marketing strategy are
insufficient market positioning, lack of pertinence in marketing plans, lack of detailed
classification of product strategies and price strategies, and insufficient innovation in
channel strategies and promotion strategies. M brand washing machine should target
exquisite, elegant and stylish elite group, provide user high-end clothing washing
scene solutions and commit to become a high-end washing machine leader as the
market positioning. Differentiated marketing strategies should be implemented to
achieve the target. In specific product marketing, the strategis include improving the
middle and high-end production technical content, ensuring product quality and
supportting customized production. In aspect of price, the price-leading strategy should
be adhered, high-end pricing be adopted, and appropriate price discounts for different
target groups be provided. In aspect of sales channels, multiple sales channels should
be adherea, and online and offline sales channels be expanded. In aspect of product
promotion, in addition to improving the original promotion, the further activity
promotion should be improved, and public relations promotion be strengthened. In
aspect of brand strategy, differentiated brand creation, maintenance and management
for different types of groups should be valued. In addition, in the implementation of

the M brand washing machine marketing strategy optimization plan, the process
control guarantee for the implementation of the plan should also be strengthened. In
the performance management guarantee, the marketing performance management
should be valued, the use of performance appraisal results be strengthen, human
resource guarantee, financial resource guarantee and technical resource guarantee be
provided.
KEY WORDS: marketing strategy the M brand washing machine
high-end
brand differentiated marketing
。。。以下略