《合肥长虹彩电的营销现状及策略》-毕业论文.docVIP

PAGE w 合肥长虹彩电的营销现状及策略 摘要：彩电市场是一个竞争激烈的市场，近年来彩电业各种成本不断上升，电视产品的利润正在逐渐降低，在彩电市场风云变幻的同时，合肥长虹公司也经历了一系列的变化。如何在竞争激烈的市场中立足，抓住机会，寻求进一步的发展成为合肥长虹公司非常值得探讨和研究的课题。 本文对安徽彩电业发展历史中扮演重要角色的合肥长虹公司营销状况进行分析，通过市场营销学原理等理论方法，从合肥长虹彩电的产品、价格、渠道、促销等方面进行分析。论文一共分为三个部分。第一部分讨论合肥长虹公司背景与现状，介绍了彩电业现状、合肥长虹的成长历史、目前战略及发展方向，为后面的分析奠定基础；第二部分是提出合肥长虹公司具体存在的问题并进行分析；第三部分是本文的重点，针对合肥长虹彩电营销成功存在的问题问题，提出相应的匹配方案。由于选题比较实际，对合肥长虹公司的营销有重要的借鉴作用，同时对省内彩电业的营销也具有一定的参考价值。 关键词：合肥长虹公司 彩电业 营销策略 Abstract：The color TV market is a tough competition and a comparatively mature market．With the increasing of costs of color TVs．the profit of TVs is decreasing．At the same time， Changhong has experienced a series of changes．How in the highly competitive foothold in the market， seize the opportunity， to seek further development into Hefei Changhong company is worth discussing and the research subject. Through analyzing the marketing situation of Hefei Changhong，which has played an important role in the history of color TV industry in Anhui，Through the principles of marketing theory，From Hefei Changhong TV product， price， channel， promotion and other aspects of analysis，This thesis is divided into three parts The first part discusses the Hefei Changhong company background and current situation， introduced color television industry， Hefei Changhong growth history， current strategies and development direction For the later analysis lay the foundation for; The second part is the Hefei Changhong company specific marketing situation analysis The third part is the focus of this article， discussion of Hefei Changhong TV marketing success experience and problem， thus proposed the corresponding matching scheme. Since the topic more practical， in Hefei Changhong companys marketing has important reference， at the same time on the color TV industry marketing also has a certain reference value. Keywords：Hefei Changhong，Color TV Industry，Marketing Strategy w 一、合肥长虹彩电公司的营销现状 1．合肥长虹实业有限公司简介 合肥长虹实业有限公司（以下简称合肥长虹）成立于1977年8月28日，是四川长虹旗下在合肥长虹工业园的彩电整机制造企业