摘 要 “小天鹅”是中国驰名商标，有洗衣机领域的许多先进技术和现代营销网络。美中不足的是美的和无锡小天鹅合并前两种营销文化还未有效融合、原有分销网络还有若干弊端、客户服务工作方面也不够到位，为此本文提出三方面加强加强营销文化建设、从业绩差异、客户满意度两个维度发现优秀销售人员、加强分销渠道信息系统运输等六模块管理、实施有效、协作的信息系统管理原则以及持续开展 “以用户为中心”的全环节产品体验改善活动。关键词：小 天 鹅 洗 衣 机 ； 国 内 营 销 策 略 ； 分 析－1－ Abstract"Little Swan" is a well-known trademark in China, with many advanced technologies and modern marketing networks in the field of washing machines. The disadvantage is that the two marketing cultures before the merger of Midea and Wuxi Little Swan have not been effectively integrated, the original distribution network has several drawbacks, and the customer service work is not in place. The two dimensions of difference and customer satisfaction discover outstanding sales personnel, strengthen the distribution channel information system transportation and other six-module management, implement effective and collaborative information system management principles, and continue to carry out "user-centric" all-round product experience improvement activities.Key words：LittleSwan washer、Domestic marketing strategy 、Analysis－2－目 录1 引言……………………………………………………………………………………P52 文献综述………………………………………………………………………………P72.1 研究意义……………………………………………………………………………P72.1.1 理论价值…………………………………………………………………………P82.1.2 现实意义…………………………………………………………………………P82.2 国内外研究现状…………………………………………………………………P92.2.1 国外研究现状……………………………………………………………………P92.2.2 国内研究现状……………………………………………...
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