浅析我国冰箱行业之路 市场营销毕业论文.doc

摘  要

冰箱作为较早进入城市家庭的家用电器，冰箱在国内已发展了20多年。中国的冰箱市场经过多年的价格战和快速发展后市场已变得成熟。本文对中国冰箱行业的发展作了分析，本文共五章：第一章介绍冰箱的基础；第二章介绍了我国冰箱业的现状及营销渠道；第三、四章重点分析了我国未来冰箱市场的主力市场---农村市场；第五章简单分析了我国冰箱本身的发展方向。本书取材广泛，仅表达个人观点，仅供参考。

关键词：冰箱、营销渠道、市场、农村

Abstract
The refrigerator took enters the city family early the domestic electric appliances, the refrigerator in domestic has developed for more than 20 years.After China's refrigerator market passes through many year price wars and the fast development the market has become mature. This article has made the analysis to the Chinese refrigerator profession development, the this article altogether five chapters: First chapter introduces the refrigerator the foundation; Second chapter briefed our country refrigerator industry present situation and the marketing channel; Third, four chapters have analyzed our country with emphasis future the refrigerator market main force market---Rural market; Fifth chapter has simply analyzed our country refrigerator itself development direction.This book selection is widespread, only expresses individual viewpoint, only supplies the reference.

Key words:  Refrigerator, marketing channel, market, countryside

目  录

摘要...............................................................I
Abstract.........................................................II
第一章 概述......................................................1
1.1、 冰箱的发明................................................1
1.2、 冰箱的原理................................................1
第二章  冰箱的营销渠道..........................................2
2.1  中国冰箱业的现状...........................................2
2.1.1  产销规模...............................................2
2.1.2  技术优势...............................................2
2.1.3、市场需求...............................................3
2.2  我国冰箱营销渠道概况.......................................3
2.2.1  我国冰箱营销渠道的演变历史.............................3
2.2.2  我国冰箱营销渠道的现状.................................6
2.2.3  我国冰箱营销渠道的趋势.................................8
第三章  农村冰箱市场发展.......................................12
3.1  农村冰箱行业..............................................12
3.1.1 市场背景...............................................12
3.1.2  市场及农村市场含义....................................13
3.1.3  农村消费市场特点......................................14
3.1.4  我国农村冰箱市场容量..................................16
3.1.5  农村冰箱市场存在的问题................................18
3.1.6  农村市场消费特点......................................19
3.1.7  农村市场经销商需求....................................20
3.2  整合资源进攻农村市场......................................22
3.2.1  人员效率问题..........................................23
3.2.2  产品问题..............................................24
3.2.3  品牌推广问题..........................................24
3.2.4  售后服务问题..........................................25
第四章  农村冰箱市场的一种细分方法...........................27
4.1 市场细分标准的选择.........................................27
4.2 市场的细分方法.............................................29
4.3 市场细分结构分析...........................................31
第五章   未来冰箱发展方向......................................33
5.1  A级节能更走俏.............................................33
5.2  豪华冰箱日益普及..........................................33
5.3  分区保鲜开始流行..........................................34
5.4  细节设计融入生活..........................................34
结论............................................................36
致谢............................................................37
参考文献........................................................38