萬(wàn)家樂(lè)空調(diào)之價(jià)格策略與非價(jià)格策略

論文編號(hào):YX175   論文字?jǐn)?shù):13505,頁(yè)數(shù):24

摘 要：隨著空調(diào)市場(chǎng)的演進(jìn),企業(yè)間競(jìng)爭(zhēng)的程度日趨激烈,一場(chǎng)場(chǎng)價(jià)格戰(zhàn)正悄然席卷全國(guó),其激烈程度也日趨上升。作為空調(diào)生產(chǎn)企業(yè)如何才能適應(yīng)這種環(huán)境，并在這種競(jìng)爭(zhēng)中贏得主動(dòng)呢？在這里我們必須重新認(rèn)識(shí)價(jià)格競(jìng)爭(zhēng)，運(yùn)用價(jià)格手段,通過(guò)價(jià)格的提高、維持或降低,以及對(duì)競(jìng)爭(zhēng)者定價(jià)或變價(jià)的靈活反應(yīng)等,來(lái)與競(jìng)爭(zhēng)者爭(zhēng)奪市場(chǎng)份額。然而長(zhǎng)期以來(lái)的實(shí)踐證明，價(jià)格不是決定交易成敗的唯一因素,難免會(huì)造成價(jià)格競(jìng)爭(zhēng)的泛濫。因此,在現(xiàn)代市場(chǎng)經(jīng)濟(jì)條件下,非價(jià)格競(jìng)爭(zhēng)已逐漸被企業(yè)重視和運(yùn)用。本文以萬(wàn)家樂(lè)空調(diào)公司為例，結(jié)合企業(yè)實(shí)際，系統(tǒng)論述了企業(yè)如何應(yīng)用價(jià)格策略與非價(jià)格策略在激烈競(jìng)爭(zhēng)市場(chǎng)上生存下去，并得以發(fā)展壯大，實(shí)現(xiàn)公司的長(zhǎng)遠(yuǎn)規(guī)劃。 
關(guān)鍵詞：價(jià)格策略；非價(jià)格策略；差異化營(yíng)銷(xiāo)；情感營(yíng)銷(xiāo)

Abstract：With air conditioner gradual progress of market, enterprise competition have becoming fiercer degrees, Ones of price war sweep across the whole country quietly , its fierce degree rises day by day too. As how manufacturing enterprise suit this kind of environment air conditioner, and gain taking the initiative in this kind of competition? We must re-recognize the price competition here, use the means of prices. Through the improvement, keeping or reducing of the price, and to flexible response which the competitor fix the price or appraising at the current rate,etc.. Come to fight for market share with the competitor. But practice for a long time proves , the price is not the only factor of determining the trade success or failure, It will cause the overflowing of price competition that unavoidable. So, under the modern market economy condition, the non-price competition has already been paid attention to and used by enterprises gradually. This text takes ten thousand happy air conditioner companies as an example, combine enterprise's reality, System expound the fact how use price strategy with whether price strategy survive at the fierce competitive market enterprise, And the enterprise can develop , realize the long-term plans of the company.

 Keywords: Price strategy;The other strategy;Difference marketing;Emotion marketing

 目錄
1.引言………………………………………………………………………………1
2.企業(yè)簡(jiǎn)介 …………………………………………………………………………2
 2.1企業(yè)背景………………………………………………………………………2
 2.2企業(yè)文化………………………………………………………………………2
 2.3產(chǎn)品介紹………………………………………………………………………2
 2.4萬(wàn)家樂(lè)空調(diào)的斯沃特（SWOT）分析…………………………………………3
 2.4.1萬(wàn)家樂(lè)空調(diào)的優(yōu)勢(shì)分析…………………………………………………3
 2.4.2萬(wàn)家樂(lè)空調(diào)的自身劣勢(shì)…………………………………………………3
 2.4.3市場(chǎng)機(jī)會(huì)分析……………………………………………………………3
 2.4.4競(jìng)爭(zhēng)威脅…………………………………………………………………4
3.價(jià)格策略……………………………………………………………………………6
 3.1影響空調(diào)定價(jià)的基本因素分析………………………………………………6
 3.1.1成本因素…………………………………………………………………6
 3.1.2供求因素…………………………………………………………………6
 3.1.3競(jìng)爭(zhēng)因素…………………………………………………………………7
 3.2確定企業(yè)的定價(jià)目標(biāo)…………………………………………………………8
 3.2.1獲取長(zhǎng)期利潤(rùn)為目標(biāo)……………………………………………………8
 3.2.2實(shí)現(xiàn)市場(chǎng)擴(kuò)大目標(biāo)………………………………………………………8
 3.2.3以低價(jià)競(jìng)爭(zhēng)為目標(biāo)………………………………………………………8
 3.2.4維護(hù)企業(yè)形象為目標(biāo)……………………………………………………9
 3.3企業(yè)定價(jià)的策略………………………………………………………………9
 3.3.1空調(diào)生命周期定價(jià)策略…………………………………………………9
 3.3.1.1導(dǎo)入階段定價(jià)策略  ………………………………………………9
 3.3.1.2暢銷(xiāo)階段定價(jià)策略  ………………………………………………9
 3.3.1.3飽和階段定價(jià)策略 ………………………………………………10
 3.3.1.4滯銷(xiāo)階段定價(jià)策略 ………………………………………………10
 3.3.2差別定價(jià)策略 …………………………………………………………10
 3.3.3折扣與折讓定價(jià)策略 …………………………………………………11
 3.3.4心理定價(jià)策略 …………………………………………………………11
4.非價(jià)格策略  ……………………………………………………………………12
 4.1非價(jià)格競(jìng)爭(zhēng)策略涵義………………………………………………………12
 4.2萬(wàn)家樂(lè)空調(diào)的非價(jià)格競(jìng)爭(zhēng)策略……………………………………………12
 4.2.1差異化營(yíng)銷(xiāo)……………………………………………………………12
 4.2.1.1差異化營(yíng)銷(xiāo)涵義…………………………………………………12
 4.2.1.2萬(wàn)家樂(lè)空調(diào)實(shí)施差異化營(yíng)銷(xiāo)的具體措施………………………12
 4.2.2情感營(yíng)銷(xiāo)………………………………………………………………14
 4.2.2.1情感營(yíng)銷(xiāo)涵義……………………………………………………14
 4.2.2.2情感營(yíng)銷(xiāo)的具體內(nèi)容……………………………………………14
 4.2.2.3情感營(yíng)銷(xiāo)實(shí)施……………………………………………………16
 5.結(jié)論……………………………………………………………………………17
 致謝………………………………………………………………………………17
 參考文獻(xiàn)…………………………………………………………………………18