中 文 摘 要有关市场营销的理论有很多种，组合营销理论是其中的经典之作。本文的研究重点只是针对其展开讨论的。本文认为在家电行业同质化日趋严重的情况下，独特的渠道战略可以有效地保持海尔差异化的营销战略。最主要的原因在于家电行业的竞争激烈，海尔集团取得的巨大成就在全世界有目共睹，海尔从最初的 150 万资本发展到如今上千亿规模的巨型商业航母。在这短短十几年时间，海尔能成长为品牌价值含量 330 多亿人民币的大型优秀跨国集团。这与海尔选择了正确的销售模式是分不开的。在对海尔的分析中我发现，海尔在 20 多年的发展史上，由于随着企业规模的扩大和市场经济的需求的不断变化，使得海尔的销售模式也跟随着发生了变化。关 键 词 营 销 模 式 ； 海 尔 ； 市 场 营 销 ； 品 牌 营销 ； 网 络 营 销毕 业 论 文 外 文 摘 要Analyses of the three haier marketing mode of strategyAbstractThe relevant market marketing theory has a lot of kinds, combination marketing theory is one of the classic. This paper focused on only for its discussions. This paper argues that in the household electrical appliance industry becomes more and more serious homogeneity, unique channel strategy can effectively keep the diversity of the haier marketing strategy. The main reason is that the household electrical appliance industry of fierce competition, haier group achievement of the obvious in the world, haier from the original 1.5 million capital development to the size of the giant billions now commercial aircraft carrier. In this short 10 years time, haier can grow up for the brand value content over RMB 330 large multinational group of excellent. This and haier chosen the right sales model is not divided. In the analysis of haier I found, haier in more than 20 years of history, because with the expansion of the scale of the enterprise and the needs of market economics are constantly changing, make haier's sales model al...
