小天鵝集團(tuán)營(yíng)銷戰(zhàn)略分析——成熟行業(yè)中企業(yè)營(yíng)銷問題初探.pdf

1、復(fù)旦大學(xué)碩士學(xué)位論文小天鵝集團(tuán)營(yíng)銷戰(zhàn)略分析——成熟行業(yè)中企業(yè)營(yíng)銷問題初探姓名：華閩申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：工商管理指導(dǎo)教師：蔣青云2002103000MI80華閩小天鵝集團(tuán)營(yíng)銷戰(zhàn)略分析，成熟行業(yè)中企業(yè)營(yíng)銷問題初探AbstractTheeconomicsystemofChinagoesthroughfromplannedeconomyarrivejnplannedmerchandiseeconomicandgoestothecurrent

2、marketeconomysincereformingandopeninguptotheoutsideworldtwentyoddyearsagoOneandanotherindustrieshavebeenpushedtomarketinsuccessiontoacceptthebaptismofmarketcompetitionduringthiscourseMoreandmoreenterprisesgrewupfromthegr

3、opeofinitialstage，andtherulesofcompetitioncametobenormalizedWhat’smore，thecorporationsofchinachangeddownrightintheideasandbehaviorsDuringthiscourse，themarketeconomicsystemofChinaisalsonormalizedgradually，oneandanother，in

4、dustriesripenedgradually，milIionsofcorporationsdevelopedgraduallyButenterprisewillinevitablyencounterbottleneckwhenitdevelopstocertainlevelWhentheenterpriseinamatureindustryfacestheproblemofhowtostartanewbusiness，facesth

5、echallengesandtheopportunitiesofWTO，itwiiibefacedcompletelydifferentmarketingtasksfromtheinitialstageandneedtodesigncompletelydifferentmarketingstrategyThisthesiswiilexploretheabove—mentionedproblemcombinedpracticeAndsin

6、cethehouseholdelectricalappliancesindustryisoneoftheearliestindustriesbeenpushedtomarketandinternationa]competition，ithasbeenthemostmatureindustryinChinaThusthewriterselectit，andthenselectjiangsuLittleSwanGroupastherepre

7、sentativetoanalyzeThethesiswillmakeagropetothematurecompanies’marketingstrategieswhentheyarestartingnewbusinessesthroughtheanalysisofLittleSwanGroupKeywordsHouseholdelectricalappllancesindustryMatureindustry2Washingmachi