PAGE \* MERGEFORMAT14 格力集团线上线下营销策略的研究内 容 摘 要近年来，随着经济发展的迅速和人口数量不断增多，对电器的需求量逐渐增大，呈快速增长的态势。目前，我国拥有众多生产电器的企业，企业之间的同质化严重，企业之间缺乏核心竞争，差异化小。如何在激烈的竞争中脱颖而出，是目前同类行业值得思考的事。格力的蓬勃发展离不开其自建销售渠道和建立区域性销售模式的功劳，依靠线下发展壮大的格力却在互联网高速发展时期才刚刚起步。作为全球的知名品牌，抓住线上线下的发展机遇，才能更好的应对销售模式的变化和发展。本文以格力集团为研究对象，通过利用宏观微观环境的分析、SWOT 模型分析，利用现有的理论基础分析格力目前的发展机遇，然后结合市场营销组合分析格力在线上线下营销中存在的问题并针对其中存在的问题提出了相应的对策。希望通过本文的研究，格力集团能适应线上线下的营销发展的新形势，推动其品牌的知名度和扩大市场份额。为我国电器企业了解目前的发展状态，制定正确的方向提供参考。 关键词：营销策略;线上线下;网络营销PAGE \* MERGEFORMAT14Research on Gree 's Online and Offline Marketing StrategiesAbstractIn Recent Years, with the Rapid Development of the Economy and the Continuous Improvement of People's Living Standard, China's Population base is Large, the Demand for Electrical Appliances is more and more Large, Showing a Trend of Rapid Growth. At Present, China's Production of Electrical Enterprises, the Homogenization between Enterprises is Serious, the Lack of Core Competition between Enterprises, Small Differentiation. How to Stand Out in the Fierce Competition is Something Worth Thinking about in the Same Industry. Gree's Vigorous Development can not be Separated from its Self-built Sales Channels and the Establishment of Regional Sales Model Credit. Relying on Offline Growth and Growth of Gree but in the Rapid Development of the Internet Period has just Started. As a Well-known Brand in the World, Grasp the Development Opportunities Offline and Offline, ...
