海爾白色家電澳大利亞市場營銷戰(zhàn)略研究.pdf

1、華中科技大學碩士學位論文海爾白色家電澳大利亞市場營銷戰(zhàn)略研究姓名：吳錳申請學位級別：碩士專業(yè)：工商管理指導教師：劉志學20100428II華中科技大學碩士學位論文AbstractThefurtherdevelopmentofwldeconomicintegrationofhowtodealwithinternationalmarketingwkbecomesamajpointrelatedtotheenterprise’ssurviva

2、ldevelopment.DuetotherapiddevelopmentofglobalwhitegoodsmanufacturersChinesedomesticwhitegoodsbusinesscapacityexpansionHaierhastofacemeintenseinternationaldomesticcompetition.Australiaisadevelopedcountrywithsoundeconomicd

3、evelopmentstrongconsumptioncapacity.Australiaattractslotsofwhitegoodsmanufacturerstocompeteinitsmarket.Withtheincreasingnumberofcompetitscompetitsbecomingmematurecompetitionisbecomingincreasinglybrutalsohouseholdelectric

4、alapplianceenterprisesareexperencingdwindlingprofitmargins.HaieralsofacesthatsameprobleminAustralia.AllwhitegoodscompetitsintheAustralianMarketshouldthinkabouthowtobuildtheircompanyscecompetitivecapacityallcompetitsshoul

5、dnotignethisissue.ThisstudyonmarketingstrategyofwhitegoodsfHaierinAustraliausesthebasicmarketingtheiesmethodsbasedonintegrateduseofstrategicmanagementsupplychainmanagementotherdisciplinesrelatedtheiesalsocombiningmythree

6、years’wkingexperienceinHaier.Thethesisanalyzestheexternalenvironmentinternalconditions.TheexternalenvironmentanalysisincludesmacroenvironmentalanalysisindustrymarketanalysisanalysisofwhitegoodsmarketsizeinAustraliait’spo

7、tentialsaleschannelscompetitsanalysis.Theenterprisesinternalanalysisincludesanalysisofcpateresourcescapabilitiesthepresentmarketingsituation.Thethesispointsoutthecompetitioninthemarketstrengthsweaknessesopptunitiesthreat