市场营销计划与管理 本章要点 ? 市场营销计划的内容 ? 市场营销预算 ? 市场营销组织的主要类型 ? 设计市场营销组织需考虑的主要因素 ? 市场营销执行 ? 市场营销控制 企业...
应用技术学院 《国际市场营销》 （院）系：专业班级：
学生姓名： 应用技术学院 市场营销 1281 刘星汉 联系电话：___________13347226192______________________ 导师姓名：
完成日期： 贺 维 2014 年 11 月 14 号 Catalog 一、Preface………………………………………………2 二、Market environment analysis……………………2 三、The competitive environment analysis…………3 四、Analysis of the macroeconomic environment…4 五、Target selection……………………………………4 六、Sector and the analysis of the subsidiary company ………………………………………………………………5 七、Haier into American way……………………………7 八、Specific action plans (marketing mix strategy)…9 九、Summary………………………………………………11 The marketing plan -- -- Haier Preface Haier group is the world's first brand of large household appliances, China's most valuable brand, the brand of the world 500 strong enterprises, the top 50, was founded in 1984 in Qingdao of china. Haier in the world now has established 25 manufacturing base, 10 comprehensive R &
D centers, 19 overseas trading company, the total number of employees more than 70000people. "China 2011 most valuable brands"
release, the Haier group in 90762000000 brand value for ten consecutive years ranked top. The Haier brand refrigerator, air conditioner, washing machine, TV, water heater, computer, mobile phone, home and integration of the 19 productswere rated as China famous brand, the Haier refrigerator and washing machine has been named as the first Chinese world famous brand by aqsiq. Market environment analysis (1)analysis showed that in 2011 the home appliance market, in 2011 years,home appliance also in low carbon, energy saving, environmental protectionwill still be the main melody, this is due to the trend of the times. During this period, the transformation and upgrade is the key task of home appliance industry, face the new situation, the development opportunities andchallenges coexist China household electrical appliance industry. How tohome appliances manufacturing enterprises China grasp of the 12th Five Year Plan the opportunity to realize the upgrading of products? This still requires enterprises Kung Fu in the innovation above. (2)of China's household electrical appliance market is growing rapidly,between the annual growth rate of between 3% and 5%. In recent years, Haier in white goods brand ranked first in the world, the global market share of5.1%. This is the China white household appliance first became the first global brand. At the same time, Haier refrigerator, Haier washing machinerespectively to 10.4% and 8.4% of the global market share, both ranking first in the industry. Haier's export volume doubled every year, with the quality of Haier products to establish the international market reputation, and adhere to the strategic adjustment of the layout of the international market in the development of the excellent situation, advantageously exploit international market. Haier currently belongs to the star products. The competitive environment analysis 1, competitors: firstly Hisense group is a super large electronic information industry group company, adhere to the "development strategy of technologyenterprise establishment, sound operation", in China electronic informationhundred enterprises come out in front in the Haier has become one of thestrong opponents. Next has 4.75% Haier Internet search too beautiful,beautiful in the air-conditioning, refrigerator market has achieved a proud achievement, pose a threat to Haier advantage position in the field of white goods. In addition, Gree, Samsung is also Haier competitors, Haier and Greecompetition mainly in the field of air conditioning, Haier and Samsung is mainly the competition in TV, refrigerator field. 2, competitor analysis: Hisense stressed built a hundred years Hisense,creating international brands. Adhere to the "development strategy of technology enterprise establishment, sound operation", technology of establishing enterprises, determines innovation productivity, stable operationand created a group of a group of loyal customers. However, diversified business also needs to be strengthened. From the search of coincidence degree of brand, Haier's biggest rival is the United States, 4.75% of Haierusers search too beautiful. Beauty in the air-conditioning, refrigerator marketshare increase year by year, achieved a proud achievement, pose a serious threat to Haier's dominance in the field of white goods. Overtaken Haier to become the boss is the pursuit of the goal. And want to go beyond the need to improve the level of service. 3, competitor's advantage: Hisense stick to the shareholders, to be responsible for the customer, the staff responsible for the creditor,responsible, socially responsible corporate responsibility. As a good corporate citizen, Hisense not only in promoting industrial technological progress and development bear the main responsibility of Chinese enterprises, and alwayspay attention to corporate social responsibility, the development and thesociety of their own progress together to serve the people and hard working.According to incomplete statistics, in recent years, Hisense had to the societydonated a total of nearly 100 million yuan, rapidly improve the Hisense brandreputation. Analysis of the macroeconomic environment 1, city consumer appliances high-end Era 2, the "home appliances to the countryside", then to "old for new"
and"energy-saving subsidies", the home appliance industry in the promotion of apositive policy, gradually coruscate vigor. 3, this year, 9 enterprises will be from the repurchase 3 million LCD TV panel 4, to continue to expand domestic demand especially the promotion of consumption, the relevant departments to take measures to substantially increase the home appliances to the countryside products at the highestprice, increase the varieties and types, expand the scope of subsidies,subsidies standards and measures to improve. 5, the Seki Ko company listing bring trading opportunities Target selection (1) the stage of brand strategy (1984 - 1991) Features: only a dry refrigerator products, explore and accumulate the experience of enterprise management, has laid a solid foundation for future development, summed up a set of portable management mode. (2) the diversification strategy stage (1992 - 1998) Features: from a product to the development of a number of products, fromwhite goods to enter the black home appliance field, capital operation to "eatfish shock", reinvigorate tangible assets to intangible assets, in the shortest time with the lowest cost to expand the scale, making the enterprise stronger. (3) the strategy of the international stage (1998 - 2005) Features: bulk products sold to major economic regions of global market,overseas network of dealers and after-sales service network, Haier brand has a certain degree of visibility, credibility and reputation. (4) globalization brand strategic stage (2006 - 2012) Characteristics: in order to adapt to the form of global economic integration,the operation of global brand, from the beginning of 2006, the Haier group to enter the fourth stage of development: strategic innovation globalization brand strategic stage. Its main goal is: to create the localization of Haier brand in the market of each country. (5) the network strategy stage (since 2013) Features: the advent of the Internet era to subvert the traditional mode of economic development, and the foundation and operation of the new modelare embodied in the network, the market and the enterprise more presents thenetwork characteristics. In Haier's view, the implementation of the path networkenterprise development strategy is mainly reflected in three aspects: the enterprise has no boundary, management without leadership, supply chain without scale. Sector and the analysis of the subsidiary company The Affiliated Companies's local policy: Haier-group in-addition-to output their-technology totheir overseasenterprises, invest ment in equipment and raw materials needed in the production process, including product design, even, have adopted localpolicy. Because the production, the main sales in local and neighbouring countries. If it is in Southeast Asia, America and Europe are in situ production base, sales oriented. The implementation of local policy to reduce the parent company's capital investment, for the Haier company to build a harmonious relationship with host country authorities, arouse the enthusiasm of local employees, and eventually realize the development strategy of Haier local,has the very vital significance. The human resources department: making company unifiedhuman resources management policy, According to the company's development strategy to develop the company's human resources demand plan and prepare quota scheme, put forward the structure adjustment and the jobs bill;
responsible for the organization of human resources development, labor employment, labor utilization degree index plan formulation, examination, revision and execution;Responsible for human resources management system of the company, the design of personnel management work procedure, research, analysis and put forward opinions and suggestions of improvement work;
responsible for the department work goal formulation, execution and control;
is responsible for the examination, examination, establishment of personnel archives, standardization of the human culture, examine selection procedures, organization of regular or irregular the personnel evaluation, assessment, examination selection. Production management department: Responsible for implementing the national, industry production, energy-saving emission reduction, clean production and other aspects of the laws and regulations, technical standards of production, establishing production management rules perfect company related, organize the examination and approval of production technology management standards, rules of operation for the production preparation, audit new product development plan and organize the trial production;
Responsible for production process control collect and audit company,organize regular inspection and supervision of each subsidiary of production process of the implementation of the indicators, urge subsidiaries exclude thehidden trouble in production safety, the accident emergency preplan compiling company production system;
responsible for the company's main production and management, organize the production process of cost control, improvematerial management of abnormal tracking,;
actively promote theestablishment of lean production, lean production sharing platform,continuous improvement, eliminate waste, achieve optimal resource allocation;
Responsible for order delivery verification and abnormal reaction, production load statistics and production and sales, delivery, quality and other related matters coordination;
responsible for the preparation of various subsidiary companies annual target responsibility book, newspaper headquarters leadership approval, assist headquarters to supervision and inspection and appraisal of the situation on the implementation of the various subsidiaries operating target responsibility book. The quality of science and technology: Responsible for the organization of quality management, measurement management, quality inspection standards drafting, examination management system, supervision, control and implementation;
responsible for the establishment and improvement of the quality assurance system, formulate and organize the implementation of company's quality program, perfect quality management network, to develop and improve the quality management of the target responsibility system, responsible for the supervision, inspection, coordination and management of the company's products and related work quality, ensure the stable improvement of product quality;
Assist HR department to grasp the whole quality education, organize regular quality inspector, measurement operators, managers, at all levels of leadership, marketing personnel, maintenance personnel, an operator of different positions of the quality education and training, strengthen quality management, improve the quality of full consciousness and quality management level, strengthening of metrology, quality personnel training dynamics, establishes and improve the hold card mount guard system;
responsible for handling the company quality accident, participation due to processing quality objection, return and claim events such as the emergence of quality problems caused by the quality of products. The lead organization investigation, analysis, arbitration, the coordination of various quality disputes, and clearly put forward opinions. The general quality of the accident, full treatment by the departments of major quality accident, by the Department put forward handling opinions and report to the competent deputy general signed opinions, submitted to the general manager office meeting to discuss, the signature of the general manager approval, text processing. The marketing department: According to the company's long-term strategic planning, proposed the corresponding marketing development goals, plans and annual marketing plan of work, and develop detailed quarterly and monthly marketing plan;
responsible for the company issued the annual sales target, and performance of sales, contract rate, sales plan completion rates, cost of sales and collection speed evaluation index;
Actively develop new markets, to ensure that the share market, responsible for the qualification of construction and maintenance, technical support, the bidding document synthesis, cost accounting, business pricing;
responsible for the establishment of marketing network and customer service service system, according to the enterprise objective, assigned sales tasks to the sales staff and organize the implementation, responsible for marketing network of people, wealth, work and business management, supervision, coordination, assessment;
responsible for the sales and transportation scheduling work, timely summary changes in product demand plan, a reasonable balance of product delivery schedule, do a good job in foreign sales customer service liaison work, transportation, the deployment of the organization's products, improve the delivery process of the handover procedures. Research and development (Technology Center): Responsible for the introduction of new technology companies and new product research and development work, timely collect domestic and foreign product development information, timely grasp the development trend of the product, to ensure that the company's products varieties of constantly updated and expanded;
the technical problems timely guidance, treatment, coordination and solving production process, ensure normal production work;
Responsible for technology development planning company, do a good job of technical management personnel training and technical team management, there are plans to recommend, introduction and training of professional and technical personnel, improve the business training and management;
responsible for technology management system, establish and improve product design, trial production of new products, technical regulation, standardization and technology information management system technological achievements;
organization and technical economic benefit evaluation work;
responsible for the technology management system of the company make inspection and supervision, guidance, assessment, management. Haier into American way 1, export First, obtain the quality levels of environmental protection certification ready for export Quality certification: in 1992 April, received ISO9001 quality system certification, DOE certification USA UL.ETL. Environmental certification: 1996 August. By the international ISO14001 environmental management certification, to become China's household electrical appliance industry in the first through the certification of enterprises. Levels of authentication: in 1995 December, the United States by UL "CTDP": in 1995 November, by the Canadian CSA "share certification": in 1998 June, by the Canadian CSA full certification. Secondly, the establishment of the sales network, Haier began to the United States to OEM export refrigerator (1995) Network market development strategy: (1) the general customers. Dealers and partners. (2) according to the general customer sales. Reputation and quality of service, after the screening to determine the regional distributors, unified the region responsible for the sales, to avoid disrupting war. (3) for large dealers, Haier group tend to form Haier products sales company in joint venture. In the joint ventures, Haier group accounted for only a small share, provide relevant technical support of Haier products, and the management to the enforcement by the local dealer. 2, investment (1) in the process of the development of overseas the vast majority of the market, Haier take "the first easy", namely the first enter the foreign demands to the most discerning market, occupy a commanding height, then look down from a height into the markets of other countries. Under this idea, Haier products through all six kinds of product certification in the world, successfully entered the German, America, Japan and other markets in the world the most intense competition, has won widespread praise, so as to lay a solid foundation for the internationalization of the road Haier. However, from the company in the United States the development route of view, Haier's strategy is "easy to difficult"
strategy. This is mainly manifested in the mode of operation, Haier first through the simple, investment require a minimum of exports in the international market competition, and then gradually in higher funding requirements, transnational business activities of greater risk, including direct investment, that is, to build their own factories. This model has the advantages that enable the enterprise to have the time to accumulate experience, the accumulation of resources, improve the ability of management, reduce the decision risk and the failure of the bearing capacity. (2) in 1995, Haier began to export to the United States first refrigerator, in the form of OEM, and then began to rely on their own brand. Five years later, is also in 2000, Haier in the United States to set up "the Haier of the United States limited liability company"
and the investment to build a "Haier USA production center", then Haier has accumulated more about American market experience, performance of the products to enter and investment and many other aspects. From the product variety, Haier first to the main product "refrigerator"
to enter the market, and then gradually began to diversified development, around the refrigerator factory Helkan also leave enough land for factory production of air conditioning, TV, washing machine using. 3, alliance The number of strategic alliance in the past decade surge. Strategic alliance has become the most widely used one of the strategy which can make the companies from different countries to share risks, acquiring knowledge, sharing of resources, to enter new markets. For example, the number 1986 -- America joint venture 1995 years increased by 423%. Strategic alliance includes not only the equity joint venture also contains a reference to the non equity agreement production, marketing, distribution, R&D. Strategic alliance between international is the use of cross-border cooperation agreement from two or more national self-reliance organizational resources and governance structure. The alliance has become a common way to enter international market, and become one of three strategies to achieve the fast growth of enterprises. In the increasingly fierce competition in the market economy, if an enterprise can not be careful to handle how to make the enterprise growth problem, then the enterprise is likely to stagnate or even decline. Just as the American management consulting experts Lynch said, the basic way of enterprise has three kinds of growth, any enterprise must make appropriate selection from these three kinds of strategy mode. Specific action plans (marketing mix strategy) 1, product strategy Haier to customers as the center, from the point of view of satisfying different consumer needs, on the basis of reasonable subdivision of the market, development and production of a wide variety, pattern characteristics of the product, each consumer group can be selected from Haier products suitable for their own styles. Innovation is the core of the Haier brand, this also is Haier in the past 26 years of rapid development and prosperity of Qingdao and from a local Chinese manufacturers development has become the key to a world leader in the field of home appliances. In product development, Haier established "from the market, the annular new product development mechanism of go to market". "Little child prodigy"
washing machine is a typical example. In 1996, a user to Haier letter complaining about general washing was big and heavy and the waste water and electricity, very inconvenient, she hope to have an easy movement, small occupation area, washing machine suitable for modern people washing frequency. According to the "from the market, the annular mechanism of product development go to market", Haier immediately organized scientific research personnel for the development, and in 1996 October developed China's first fill the void world washing machine market immediately wash "small child prodigy"
washing machine. 2, pricing strategy Pricing Haier group adopts demand driven, that is, to the target market of consumer demand as the basis for pricing. Haier group at the same time using differential pricing, in the low-end market, using the value pricing, namely with relatively low price sell high quality products or services, rather than reduce the cost under the premise of sacrificing quality;
in the high-end market, usually adopt the skimming pricing. Haier to product positioning is to achieve higher prices for better quality, not price war, playing the value of war. The price advantage is not equal to the low price, an enterprise should set up with their new products emerge in an endless stream of consumer recognition and price advantage. In order to adapt to different levels of consumer demand of consumers, Haier is taking the elongated product price front approach. Weakness in the domestic refrigerator market environment, Haier refrigerator product can to higher than the 20-30% of similar products in the domestic market to occupy the market and selling price. In all kinds of home appliance brands have taken a prize winning sales, price promotions and other means of situation, many businesses hit "the home appliance stores are several fold in advertising (except Haier)"
advertising, while Haier is in no case of price, sales volume is still ranked the first column in all kinds of home appliances, also shows that the consumer recognition of Haier product value. 3, channel strategy The construction of Haier marketing channel network, gone from a regional network to the national network, by the national network to the process of the development of global network. Initial operation and development, Haier group rely on sales of shopping malls to shop, to build their own brand stores, set up the reputation and credibility Haier brand. Since then, Haier marketing channel of re design, namely the transformation from product sales gradually to the customer service sales, marketing from the marketing channel to flat multilayer multi channel change. In the whole nation each level cities with Haier Industrial and Trading Company;
a Haier marketing center at the level of a city, is responsible for all local Haier products sales work, including the primary market retailers and two grade market retailer management;
in the two, four grade market in terms of "one county one point"
set up shop. In this way, the abolition of the intermediate links, reduce the cost of sales channels, is conducive to the retail terminal sales of control and management performance. 4, promotion strategy Haier, made in china. Chinese household electrical appliance industry in the time to mature, Haier decisively hit "made in China"
banner, strengthen the consumer's sense of national pride and loyalty to products. Haier promotion strategy is based on society oriented promotion strategy. From the beginning of the 90's, Haier people began to expand marketing objects selected from the consumers in the target market to target the public, at the end of 2000, Haier refrigerator business will look to the group with good sales prospects for the rural market, developed for the Haier refrigerator "one to one"
China's Rural market marketing strategy, Haier in the final on rural market have great success, quickly occupied the rural market. In the current domestic market air-conditioning, color TV, refrigerator war war war has become more and more severe conditions, many manufacturers have adopted a lower sales, buy a send a, such as special sales promotion methods. But these behaviors in great extent still stay in the marketing of products as the center of the "marketing concept". On the contrary, the Haier group each promotion activities are concentrated on a common goal - in the "Haier"
goal of social public in the shape, distribution and maintenance of Haier good corporate image. Summary The operation and development of an enterprise not only to consider the advantages and disadvantages, consideration should also be given to the external environment opportunities and threats. Faced with the new conditions of global competition, the Haier to establish global brand strategy, launched the "create resources, global reputation as a"
spirit of enterprise and the "one person in one, quick victory"
work style, self challenge, the challenges of tomorrow, to create China's own world famous brand and sustainable innovation! In the macro environment of gradual economic recovery and national policy under the stimulation of consumer appliances, Haier should seize this favorable opportunity to strict quality control, makes the idea of environmental protection throughout the production process, the formation of the unique advantages, will inject new vigor and vitality to the enterprise.
市场营销计划书范文:一、计划概要 1、年度销售目标600万元; 2、经销商网点50个; 3、公司在自控产品市场有一定知名度; 二、营,市场营销计划书范文
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