论文总字数：19902字

摘 要

美的空调隶属于美的集团，于1968年正式成立，家用空调分别位于广东、芜湖和武汉三地，美的空调拥有中国最完整的产业链，美的的市场营销体系和自主研发能力非常厉害，形成了规模庞大的国际空调市场。美的制冷家电集团包括美的空调，家用空调生产线覆盖全国空调网络销售，实行全面销售。美的家用空调秉持着“价值为尊、利益共享”的价值理念，科技创新水平，推动着产品创新，培养产品的竞争能力。美的空调在创新发展的路上面对社会褒贬不一的评价，不断谋求适合自身产品的方法。为了美的空调在中国空调行业能够巩固其地位,研究主要对于美的空调的产品策略、渠策略道、价格策略和促销策略的营销策略,实际联系它的市场定位,指出美的空调的营销策略不足并提出建议。对美的空调研究进行了SWOT分析、对比论证、举例子、列事实。在研究过程中主要采取参考文献、期刊杂志、书籍等方式。发现了美的空调营销策略的优缺点及问题，对美的空调的产品、价格、渠道、促销等策略进行分析，得出美的空调营销策略在运营过程中的优点和不足，好的方面继续弘扬，不足的方面需要改进，希望对美的空调的未来发展有借鉴意义。

关键词：营销策略；美的空调；研究

Abstract

Midea Air conditioning is attached to Midea, formally established in 1968, home air-conditioning located in Guangdong, Wuhu and Wuhan, respectively, as the most complete air conditioning industry chain in China. The United States Air conditioning belongs to the United States Refrigeration Appliance Group. Domestic Air-Conditioning production Line all over the country Adjust the sales network, all over the country sales. The United States home air conditioning with the value of "value first, benefit sharing" value concept, constantly improve the level of science and technology, continue to promote product innovation. Cultivate the competitive power of products. The United States Air conditioning in the way of innovation and development in the face of different social evaluation. In order to continue to achieve good results in the air conditioning industry in China, based on the air conditioning market in China, this paper focuses on the United States air conditioning products, channels. Several important marketing points, such as price and sales promotion, are combined with their market positioning to optimize the marketing strategy of beautiful air conditioning.This article uses SWOT analysis, contrast argument, give example,list facts.In the course of research, reference documents, periodicals and magazines, books and other methods are adopted.Found the advantages, disadvantages and problems of the US air conditioning marketing strategy, analyzed the product, price, channel, promotion and other strategies of the United States air conditioning, obtained the advantages and disadvantages of the American air conditioning marketing strategy in the operation process, and continued to carry forward the good aspects.Insufficient aspect needs to improve, hope to the future development of beautiful air-conditioning have reference meaning.

Keywords: Marketing Strategy；Beautiful Air-Conditioning；Research

目 录

摘 要 I

Abstract II

第一章 绪论 1

1.1 研究的背景 1

1.2 研究的意义 1

1.3 研究的内容与方法 1

1.3.1研究内容 1

1.3.2 研究方法 2

1.4研究的技术路线 2

第二章 文献综述 3

2.1国外研究现状 3

2.2国内研究现状 3

第三章 研究的相关理论 6

3.1 营销渠道的定义 6

3.2 4P理论 6

3.2.1 产品理论 6

3.2.2 价格理论 6

3.2.3 渠道理论 6

3.2.4 宣传理论 6

3.3 产品定位 7

第四章 美的空调营销现状分析 8

4.1 空调行业分析 8

4.2 美的空调市场分析 9

4.3 美的空调营销环境分析 10

4.3.1供应商 10

4.3.2 营销中介 10

4.3.3 顾客 10

4.3.4供应者 10

4.4 美的空调SWOT分析 10

4.4.1 优势 (Strength) 10

4.4.2 劣势 (Weakness) 10

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