万家乐空调之价格策略与非价格策略

论文编号:YX175   论文字数:13505,页数:24

摘 要：随着空调市场的演进,企业间竞争的程度日趋激烈,一场场价格战正悄然席卷全国,其激烈程度也日趋上升。作为空调生产企业如何才能适应这种环境，并在这种竞争中赢得主动呢？在这里我们必须重新认识价格竞争，运用价格手段,通过价格的提高、维持或降低,以及对竞争者定价或变价的灵活反应等,来与竞争者争夺市场份额。然而长期以来的实践证明，价格不是决定交易成败的唯一因素,难免会造成价格竞争的泛滥。因此,在现代市场经济条件下,非价格竞争已逐渐被企业重视和运用。本文以万家乐空调公司为例，结合企业实际，系统论述了企业如何应用价格策略与非价格策略在激烈竞争市场上生存下去，并得以发展壮大，实现公司的长远规划。 
关键词：价格策略；非价格策略；差异化营销；情感营销

Abstract：With air conditioner gradual progress of market, enterprise competition have becoming fiercer degrees, Ones of price war sweep across the whole country quietly , its fierce degree rises day by day too. As how manufacturing enterprise suit this kind of environment air conditioner, and gain taking the initiative in this kind of competition? We must re-recognize the price competition here, use the means of prices. Through the improvement, keeping or reducing of the price, and to flexible response which the competitor fix the price or appraising at the current rate,etc.. Come to fight for market share with the competitor. But practice for a long time proves , the price is not the only factor of determining the trade success or failure, It will cause the overflowing of price competition that unavoidable. So, under the modern market economy condition, the non-price competition has already been paid attention to and used by enterprises gradually. This text takes ten thousand happy air conditioner companies as an example, combine enterprise's reality, System expound the fact how use price strategy with whether price strategy survive at the fierce competitive market enterprise, And the enterprise can develop , realize the long-term plans of the company.

 Keywords: Price strategy;The other strategy;Difference marketing;Emotion marketing

 目录
1.引言………………………………………………………………………………1
2.企业简介 …………………………………………………………………………2
 2.1企业背景………………………………………………………………………2
 2.2企业文化………………………………………………………………………2
 2.3产品介绍………………………………………………………………………2
 2.4万家乐空调的斯沃特（SWOT）分析…………………………………………3
 2.4.1万家乐空调的优势分析…………………………………………………3
 2.4.2万家乐空调的自身劣势…………………………………………………3
 2.4.3市场机会分析……………………………………………………………3
 2.4.4竞争威胁…………………………………………………………………4
3.价格策略……………………………………………………………………………6
 3.1影响空调定价的基本因素分析………………………………………………6
 3.1.1成本因素…………………………………………………………………6
 3.1.2供求因素…………………………………………………………………6
 3.1.3竞争因素…………………………………………………………………7
 3.2确定企业的定价目标…………………………………………………………8
 3.2.1获取长期利润为目标……………………………………………………8
 3.2.2实现市场扩大目标………………………………………………………8
 3.2.3以低价竞争为目标………………………………………………………8
 3.2.4维护企业形象为目标……………………………………………………9
 3.3企业定价的策略………………………………………………………………9
 3.3.1空调生命周期定价策略…………………………………………………9
 3.3.1.1导入阶段定价策略  ………………………………………………9
 3.3.1.2畅销阶段定价策略  ………………………………………………9
 3.3.1.3饱和阶段定价策略 ………………………………………………10
 3.3.1.4滞销阶段定价策略 ………………………………………………10
 3.3.2差别定价策略 …………………………………………………………10
 3.3.3折扣与折让定价策略 …………………………………………………11
 3.3.4心理定价策略 …………………………………………………………11
4.非价格策略  ……………………………………………………………………12
 4.1非价格竞争策略涵义………………………………………………………12
 4.2万家乐空调的非价格竞争策略……………………………………………12
 4.2.1差异化营销……………………………………………………………12
 4.2.1.1差异化营销涵义…………………………………………………12
 4.2.1.2万家乐空调实施差异化营销的具体措施………………………12
 4.2.2情感营销………………………………………………………………14
 4.2.2.1情感营销涵义……………………………………………………14
 4.2.2.2情感营销的具体内容……………………………………………14
 4.2.2.3情感营销实施……………………………………………………16
 5.结论……………………………………………………………………………17
 致谢………………………………………………………………………………17
 参考文献…………………………………………………………………………18