西门子家用电器营销策略分析[摘要]管理大师彼得·“德鲁克说过：因为企业的目标是创造客户，因此企业的有两个并且只有两个基本功能：市场营销和创”新。本文在市场营销和品牌营销的理论基础上分析家用电器企业西门子成功的营销策略，通过对我国家电行业发展的内外部环境和西门子家电所具有的优势和劣势进行全面系统的分析，以市场营销、品牌营销的相关理论为基础，重点分析西门子家用电器的营销策略。希望能给国内其他家用电器企业一定的启示和借鉴。文章的主题分为四个部分：第一个部分主要从三个方面综述与本文相关的理论知识；第二个部分主要分析介绍西门子公司和我国家用电器行业发展现状(侧重营销方面)；第三部分是对西门子家用电器的营销策略的研究分析，重点分析西门子的营销策略的选择。；第四部分主要分析西门子家用电器营销策略目前存在的问题并针对问题提出优化建议。[关键字]西门子家电营销策略建议SiemensHomeAppliancesMarketingStrategy[Abstract]managementguruPeterDeruksaid:"becauseoftheenterprise'sgoalistocreatecustomers,sotheenterprisehastwoandonlytwobasicfunctions:marketingandinnovation."Inthispaper,analysisofhouseholdelectricalapplianceenterprisesSiemenssuccessfulmarketingstrategyonthebasisoftheoryofmarketingandbrandmarketing,throughthedevelopmentofChina'shomeapplianceindustryandexternalenvironmentandSiemensappliancehastheadvantagesanddisadvantagesofoverallandsystematicanalysis,theoriesrelatedtomarketing,brandmarketingasthefoundation,focusesontheanalysisofhouseholdelectricalappliancesSiemensmarketingstrategy.Thehopecangiveenlightenmenttootherdomestichouseholdelectricalapplianceenterprisesmustandreference.Thethemeofthisarticleisdividedintofourparts:thefirstpartmainlysummarizedinthreeaspectsoftheoreticalknowledgerelatedtothispaper;thesecondpartmainlyontheanalysisofSiemenscompanyandChina'shouseholdelectricalapplianceindustrydevelopmentpresentsituation(focusingonMarketing);thirdpartistheanalysisofthemarketingstrategyresearchofelectricalSiemenshome,focusontheanalysisofSiemensmarketingstrategychoice.Thefourthpartmainlyanalyzesthepresent;marketingstrategySiemenshouseholdelectricalproblemsandputsforwardsomesuggestionsforoptimization.[keyword]:Siemenselectricalappliancesmarketingstrategysuggestions目录一、相关理论综述...........................................................................1（一）市场细分.........................................................................1（二）定位理论.........................................................................1（三）营销组合理论.................................................................11、产品策略........................................................................12、价格策略........................................................................13、促销策略........................................................................24、渠道策略........................................................................2（四）品牌营销.........................................................................2（五）文化营销.........................................................................2二、西门子公司和我国家用电器行业发展现状.............................2（一）西门子家用电器成长背景及发展现状..........................2（二）我国家用电器行业发展现状..........................................31、城市市场相对过剩.........................................................32、家电行业整体下滑.........................................................43、销售渠道和价格决定机制....
