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摘要：随着经济的发展，中国家电市场需求水平和供给特点都发生了巨大变化， 与此同时，国外家电品牌纷纷进入中国市场，中国家电市场的竞争非常激烈。中 国家电行业正从成长期向成熟期迈进。美的作为国内知名的家电品牌制造商，如 何应对市场发展以及竞争者挑战，巩固并扩大市场份额，维持品牌价值，是一个 值得研究问题。本文以美的公司为研究对象，从美的公司营销现状入手，明确美 的品牌营销目前面临的问题与归因，通过 SWOT 分析等方法，确定美的品牌营销 总体目标和营销策略，并对美的品牌营销策略落实提出了完善创新激励制度、提 高营销人员素质与能力、加大品牌推广力度等 5 点建议，以期对本土家电品牌的 发展具有一定的现实指导意义。 66273
毕业论文关键词：美的；家电；品牌；营销策略
Research on the brand marketing strategy of Midea
Abstract: With the development of economy, the level of demand that Chinese appliance market and supply characteristics have undergone tremendous changes, at the same time, foreign home appliance brands have entered the market Chinese, Chinese appliance market competition is very intense. China's home appliance industry is growing from maturity to maturity. As a well-known brand of home appliance
manufacturers, how to deal with the challenges of market development and competition, consolidate and expand market share and maintain brand value, is a problem worthy of study. This paper takes Media Company as the research object, starting from the present situation of the Media Company marketing, brand marketing and attribution clear the United States is currently faced with the problem, through the SWOT analysis method to determine the overall goal of brand marketing and marketing strategy, and brand marketing strategy for the implementation of the United States by improving the innovation incentive system, improve the quality and ability of marketing personnel increase brand promotion efforts, 5 suggestions, has certain practical significance to the development of domestic appliance brand.
Key words: Media; home appliance; brand; marketing strategy
目录
一、绪论 1
（一）研究背景 1
（二）研究的目的与意义 1
（三）研究的内容和方法 1
1、研究的内容 1
2、研究的方法 2
（一）品牌含义以及对企业的作用 3
1、品牌的含义 3
2、品牌对企业的作用 3
（二）家电品牌的特点以及影响因素 3
1、家电品牌的特点 3
2、家电品牌的影响因素 4
（三）品牌营销研究文献综述 5
三、美的品牌的发展现状以及其问题分析 5
（一）美的公司简介 5
（二）美的品牌的发展现状分析 6
（三）美的家电品牌的调查分析 7
（四）美的家电品牌概述 12
（五）美的家电品牌存着的问题以及原因分析