中文摘要有关市场营销的理论有很多种，组合营销理论是其中的经典之作。本文的研究重点只是针对其展开讨论的。本文认为在家电行业同质化日趋严重的情况下，独特的渠道战略可以有效地保持海尔差异化的营销战略。最主要的原因在于家电行业的竞争激烈，海尔集团取得的巨大成就在全世界有目共睹，海尔从最初的150万资本发展到如今上千亿规模的巨型商业航母。在这短短十几年时间，海尔能成长为品牌价值含量330多亿人民币的大型优秀跨国集团。这与海尔选择了正确的销售模式是分不开的。在对海尔的分析中我发现，海尔在20多年的发展史上，由于随着企业规模的扩大和市场经济的需求的不断变化，使得海尔的销售模式也跟随着发生了变化。关键词营销模式；海尔；市场营销；品牌营销；网络营销毕业论文外文摘要AnalysesofthethreehaiermarketingmodeofstrategyAbstractTherelevantmarketmarketingtheoryhasalotofkinds,combinationmarketingtheoryisoneoftheclassic.Thispaperfocusedononlyforitsdiscussions.Thispaperarguesthatinthehouseholdelectricalapplianceindustrybecomesmoreandmoreserioushomogeneity,uniquechannelstrategycaneffectivelykeepthediversityofthehaiermarketingstrategy.Themainreasonisthatthehouseholdelectricalapplianceindustryoffiercecompetition,haiergroupachievementoftheobviousintheworld,haierfromtheoriginal1.5millioncapitaldevelopmenttothesizeofthegiantbillionsnowcommercialaircraftcarrier.Inthisshort10yearstime,haiercangrowupforthebrandvaluecontentoverRMB330largemultinationalgroupofexcellent.Thisandhaierchosentherightsalesmodelisnotdivided.IntheanalysisofhaierIfound,haierinmorethan20yearsofhistory,becausewiththeexpansionofthescaleoftheenterpriseandtheneedsofmarketeconomicsareconstantlychanging,makehaier'ssalesmodelalsofollowthechanges.Keywordsmarketingmode;Haier;Marketmarketing;Brandmarketing;Networkmarketing目录目录..............................................................21绪论............................................................11.1研究的目的和意义.............................................11.2国内研究的情况...............................................11.3研究方法.....................................................22三大营销模式理论概述..............................................22.1营销模式的含义...............................................22.2市场营销模式.................................................22.3品牌营销模式.................................................32.4网络营销模式.................................................43海尔营销模式存在的问题............................................43.1品牌营销模式问题.............................................53.2国际化品牌建设落后..........................................63.3网络营销和传统营销存在巨大冲突..............................63.4市场营销模式问题............................................74完善海尔营销模式的对策............................................84.1控制渠道，增强对新型渠道的发展潜力...........................84.2加大国际化品牌建设..........................................84.3进行网络营销和传统营销的融合................................94.4市场占有和利润均衡发展.....................................10结束语.............................................................12致谢.............................................................13参考文献........................................................141绪论1.1研究的目的和意义海尔集团是青岛集科研、生产、贸易及金融等于一体的国家特大型企业。20几年前，海尔的前身还是一个亏空147万元，资不抵债，工人拿不到工资，管...
