摘要在市场经济飞速发展的今天，经济全球化逐步加深，世界范围内的各企业在扩大交流合作的同时，更无法避免一轮又一轮更为激烈的竞争，市场经济秉持着优胜劣汰，适者生存的法则，如何在这样激烈的竞争环境中取得一席之地甚至取得最后的胜利更已成为全球企业共同关注的焦点。这几年来我国家电行业蓬勃发展，在国家家电下乡政策的号召之下，国内众多家电公司抓住此市场机会，取得不错的成绩。珠海格力电器股份有限公司是在中国空调行业的领军企业,在空调市场有着显著的竞争优势和竞争力,这与格力空调的市场营销策略有着重要的联系。格力空调正是凭借其市场营销策略,抓住发展机遇,发挥利好因素的重要作用,促进格力电器逐步发展壮大,保持行业的领先地位。本文深入研究格力集团的营销管理现状以及发展问题，运用现代营销管理理论，对格力公司的营销管理各方面进行分析研究，采用有效的研究方法。从不同方面评价格力公司在营销策略方面的优劣，为格力集团以后的发展在营销管理中可能遇到的问题提供一个解决方案，并为决策者提供一个有效的营销管理方案。关键词：家电营销，企业管理，营销管理，营销策略，格力空调GreemarketingmanagementstrategyanalysisABSTRACTIntoday'srapiddevelopmentofmarketeconomy,deepeningofeconomicglobalization,theworldwithinthescopeofthevariousenterprisesinexpandingexchangesandcooperationatthesametime,moreisinevitableroundsoffiercecompetition,themarketeconomywiththeevolution,thelawofsurvivalofthefittest,howtogetaplaceinsuchfiercecompetitionenvironmenttothefinalvictoryevencommonfocushasbecomeaglobalenterprise.Thehomeapplianceindustryofourcountrygrowsvigorouslyinrecentyears,underthecallofthenationalhomeappliancestothecountrysidepolicy,numerousdomestichomeappliancecompanytoseizethismarketopportunity,getgoodgrades.GreeElectricAppliances,inc.ofZhuhaiistheleaderinChina'sairconditioningindustry,hasobviouscompetitiveadvantageandcompetitivenessintheairconditioningmarket,themarketingstrategieswiththeGreeairconditioninghasimportantconnection.Greeairconditioningispreciselyreliesonitsmarketingstrategy,seizethedevelopmentopportunity,giveplaytotheimportantroleofpositivefactors,promotingindustryhasdevelopedrapidly,greeelectricappliancestomaintainindustryleadingposition.Inthispaper,furtherstudyofgreegroupmarketingmanagementpresentsituationanddevelopmentissues,usingmodernmarketingmanagementtheory,analyzethegreecompany'smarketingmanagementallaspectsofresearch,adoptingeffectivestudymethod.Fromdifferentaspectsthegreecompanyinthemarketingstrategiescanbeevaluated,forthedevelopmentofgreegroupafterthepossibleproblemsinthemarketingmanagementtoprovideasolution,andprovideaneffectivemarketingmanagementplan.KEYWORDS：homeappliancemarketing,businessmanagement,marketingmanagement,marketingstrategy,greeairconditioning目录1绪论..............................................................11.1选题背景....................................................11.2选题目的意义................................................11.3研究主要内容与研究方法......................................22企业营销管理理论概述..............................................32.1企业营销管理理论概述........................................32.2企业营销管理的内容..........................................32.3企业营销策略的影响..........................................33格力公司营销管理策略分析..........................................53.1格力公司企业概况............................................53.2格力公司宏观环境分析........................................63.2.1政策法律环境分析...............................
