摘 要
近年来,我国的电器行业发展迅速,伴随着我国经济的增长,势必使电器零售业发
展更为迅猛,尤其是近些年个人收入快速增加,中国也是一个人口大国。如今中国
目前的国情是人口众多，人民收入不均衡导致生活水平和生活习惯不均衡。中
国经济的快速发展促进了城市化进程的快速推进。城镇居民储蓄增多和家庭人
均收入伴随着社会的不断发展提高而增加。人民对家用电器的消费需求迅速增
长,需求也在增加。它不仅体现在平板液晶电视、双门冰箱、柜式空调的质量要
求上,还体现在家电产品的个性化需求上。此外,它还要求家用电器的设计与生活
环境相匹配,并具有良好的视觉效果。市场上的家用电器不仅是一种耐用的普通
消费品,而且是家庭生活和生活环境的装饰,消费者在满足日常生活需求的同时,
对产品提出了更高的要求。家电企业不仅要把握国内市场的分布,还要了解消费
者的消费倾向,开发符合消费者需求的优质产品,树立差异化竞争和创新的理念。
长期以来,在激烈的市场竞争中获得成功。
重塑品牌形象,已成为新时期零售企业的砝码。其中的一个主题。本文是基于营
销组合的相关理论。对新风科技有限公司的营销策略进行了深入的分析,并且基
于新风科技有限公司渠道合作模式、在新风科技公司进行营销改进方面,提到了
与原材料提供商创建战略联盟,加速新风科技公司提高升级的建议;加强宣传活
动,提升服务质量等等。
关键词：零售；营销策略；渠道；服务营销；网络营销。
Abstract
In recent years, China's electronics industry is developing rapidly, along with
our country economy growth, is bound to make electrical appliances retail
development more rapidly, especially the rapid increase of personal incomes
in recent years, our country is populous country. Nowadays, household
appliances are indispensable household goods, which is doomed to the rise of
electrical retail. This has also played a vital role in the sustainable
development of China's economy. In recent years, with the rapid
development of China's economic construction, the number of electrical retail
enterprises is increasing. When consumer is buying electrical appliances in
China is becoming more and more rational, service quality and satisfaction are
often they consider important factors, the service marketing strategy is
comply with the demand of the people's growing level of the development of
a marketing model. Home appliance enterprises in the face of fierce
competition situation, the key is to grasp the good dynamic core and
customer demand of the market, but for electric appliance retail enterprises,
according to customer need adjust their marketing strategies, in to set up the
brand image at the same time, establish a good customer relations,
responding quickly to the market changes, has become one of the important
research projects in the electronics retail enterprises in the new period. Based
on the related theory, marketing mix to fresh technology co., LTD marketing
strategy carried on the thorough analysis, and based on the new wind
technology co., LTD. Channel cooperation mode, network marketing, puts
forward the following Suggestions：establish strategic alliances with
suppliers, to speed up the adjustment of the business to upgrade; Strengthen
publicity activities, improve service quality and so on.
