摘要近年来,我国的电器行业发展迅速,伴随着我国经济的增长,势必使电器零售业发展更为迅猛,尤其是近些年个人收入快速增加,中国也是一个人口大国。如今中国目前的国情是人口众多，人民收入不均衡导致生活水平和生活习惯不均衡。中国经济的快速发展促进了城市化进程的快速推进。城镇居民储蓄增多和家庭人均收入伴随着社会的不断发展提高而增加。人民对家用电器的消费需求迅速增长,需求也在增加。它不仅体现在平板液晶电视、双门冰箱、柜式空调的质量要求上,还体现在家电产品的个性化需求上。此外,它还要求家用电器的设计与生活环境相匹配,并具有良好的视觉效果。市场上的家用电器不仅是一种耐用的普通消费品,而且是家庭生活和生活环境的装饰,消费者在满足日常生活需求的同时,对产品提出了更高的要求。家电企业不仅要把握国内市场的分布,还要了解消费者的消费倾向,开发符合消费者需求的优质产品,树立差异化竞争和创新的理念。长期以来,在激烈的市场竞争中获得成功。重塑品牌形象,,,提到了与原材料提供商创建战略联盟,加速新风科技公司提高升级的建议;加强宣传活动,提升服务质量等等。关键词：零售；营销策略；渠道；服务营销；网络营销。AbstractInrecentyears,China'selectronicsindustryisdevelopingrapidly,alongwithourcountryeconomygrowth,isboundtomakeelectricalappliancesretaildevelopmentmorerapidly,especiallytherapidincreaseofpersonalincomesinrecentyears,ourcountryispopulouscountry.Nowadays,householdappliancesareindispensablehouseholdgoods,whichisdoomedtotheriseofelectricalretail.ThishasalsoplayedavitalroleinthesustainabledevelopmentofChina'seconomy.Inrecentyears,withtherapiddevelopmentofChina'seconomicconstruction,thenumberofelectricalretailenterprisesisincreasing.WhenconsumerisbuyingelectricalappliancesinChinaisbecomingmoreandmorerational,servicequalityandsatisfactionareoftentheyconsiderimportantfactors,theservicemarketingstrategyiscomplywiththedemandofthepeople'sgrowinglevelofthedevelopmentofamarketingmodel.Homeapplianceenterprisesinthefaceoffiercecompetitionsituation,thekeyistograspthegooddynamiccoreandcustomerdemandofthemarket,butforelectricapplianceretailenterprises,accordingtocustomerneedadjusttheirmarketingstrategies,intosetupthebrandimageatthesametime,establishagoodcustomerrelations,respondingquicklytothemarketchanges,hasbecomeoneoftheimportantresearchprojectsintheelectronicsretailenterprisesinthenewperiod.Basedontherelatedtheory,marketingmixtofreshtechnologyco.,LTDmarketingstrategycarriedonthethoroughanalysis,andbasedonthenewwindtechnologyco.,LTD.Channelcooperationmode,networkmarketing,putsforwardthefollowingSuggestions:establishstrategicallianceswithsuppliers,tospeeduptheadjustmentofthebusinesstoupgrade;Strengthenpublicityactivities,improveservicequalityandsoon.Keywords:retail;Themarketingstrategy;channel;Servicemarketing;Thenetworkmarketing;目录摘要IAbstractII目录3第1章绪论61.1研究的背景与意义61.1.1研究的背景61.1.2研究的意义61.2国内外研究综述71.2.1国外研究现状71.2.2国内研究现状81.3研究内容与方法91.3.1研究内容91.3.2研究方法9第2章相关概念及理论基础112.1营销组合理论的演变112.1.14Ps营销理论112.1.24Cs营销理论122.1.34Rs营销理论122.2营销渠道理论132.2.1营销渠道的概念132.2.2营销渠道的职能14营销渠道的分类142.3服务营销理论152.3.1服务营销理论的概念152.4本章小结15第3章营销环境分析163.1宏观环境分析163.1.1政治和法律环境163.1.2经济环境163.1.3人文社会环境163.1.4科学技术环境173.2波特五力模型分析173.2.1行业内部企业竞争分析173.2.2供应商讨价还价的能力183.2.3客户讨价还价能力分析183.2.4新进入者分析193.2.5替代者分析193.3新风科技公司SWOT模型分析203.3.1优势203.3.2劣势203.3.3机...
