摘要家电产品自改革开放后进入中国家庭，市场发展已经历六个阶段，海尔企业作为中国家电业传统的“四大家族”（即海尔，海尔，容声，海尔企业）之一，在完成资产重组，成为合资企业后，在新的市场环境下如何发展壮大，值得关注。基于在海尔营销系统工作的实际，本项研究首先从中国家电行业的发展历史入手，分析了目前中国家电业的现状及国产品牌所处地位；接着，根据绿色营销理念和国内家电消费者市场调查，归纳出可被顾客认知的家电品牌价值属性；最后，结合海尔公司的历史和经营现状，对海尔公司面临的竞争环境做了系统分析，通过运用SWOT分析法，得出了海尔公司要想在家电行业中取得进一步的优势，必须顺应时代运用绿色营销理念，发挥自己在中国家电行业的无氟环保优势，做好新产品开发，提高市场份额，使自己和国产民族品牌不断发展壮大。本文从技术实力，品牌基础，资金实力和人力资源状况四个角度阐述了海尔电器进行品牌培育的条件，并结合海尔现有产品组合情况，提出了海尔公司产品组合建议及加强国际市场开拓和企业文化建设等民族品牌培育的具体措施。关键词：绿色营销；民族品牌；品牌价值ABSTRACTApplianceproductsafterthereformandopeninguptotheoutsideworldtoentertheChinesefamily,marketdevelopmenthasexperiencedsixstages,HaierEnterpriseasChina'shouseholdelectricalapplianceindustryinthetraditional"fourbigfamilies"(i.e.,Haier,Haier,Rongsheng,haierenterpriseoneofthe,inthecompletionofthereorganizationofassetsbecomethejointventure,underthenewmarketenvironment,howtodevelopstronger,acauseforconcern.IntheactualHaiermarketingsystembasedonwork,thisstudybeginsfromthehistoryofChineseapplianceindustry,analyzesthecurrentsituationofChinaapplianceindustryanddomesticbrandposition;then,accordingtotheconceptofgreenmarketinganddomesticappliancesconsumermarketsurvey,summeduptheattributescanbeperceivedbythecustomerappliancebrandvalue;finally,combinedwiththehistoryandcurrentsituationofHaiercompany,Haiercompanyfacingcompetitiveenvironmentthesystemanalysis,throughSWOTanalysis,theHaiercompanywantstoobtainafurtheradvantageinthehomeapplianceindustry,mustcomplywiththetimebyusingtheconceptofgreenmarketing,toplaytheirownadvantagesintheChinafluorinefreeenvironmentallyfriendlyhomeapplianceindustry,thenewproductdevelopment,increasemarketshare,andmaketheirowndomesticnationalbranddevelopment.Thefromthetechnicalstrength,brandfoundation,fourangles,capitalstrengthandhumanresourcessituationdescribestheHaierbrandcultivationconditions,combinedwithHaier'sexistingproductmix,theHaierproductscombinationsuggestionandspecificmeasurestostrengthentheinternationalmarketdevelopmentandtheconstructionofenterpriseculture,nationalbrandcultivation.KEYWORDS：Greenmarketing;Nationalbrand;Brandvalue目录1绪论.............................................................41.1研究背景和意义...............................................41.1.1研究背景...............................................41.1.2研究意义...............................................51.2国内外研究综述...............................................61.2.1国外研究综述...........................................61.2.2国内文献综述...........................................71.3研究思路和研究方法...........................................81.3.1研究思路...............................................81.3.2研究方法...............................................82绿色营销的相关理论综述............................................82.1绿色营销概念.................................................82.2绿色营销对企业发展的作用.................................
