三联家电整合营销研究
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摘要
20世纪80年代以来,全球经济一体化程度不断加深,企业之间竞争日趋激烈,整合营销作为一种新型的营销理论,越来越受到国内外专家学者和企业界的普遍关注,并在国内获得巨大发展。
我国家电零售业作为商业流通业中最为活跃的力量,经过20多年的发展,家电行业日益呈现现代化大规模生产的格局,家电零售业的市场竞争日益激烈,家电产品的利润率越来越低。三联家电作为一家大型零售企业,在山东市场发展了22年,取得了一定的业绩,随着近两年竞争的加剧,其销售量虽然呈上升趋势,销售收入也在不断增大,但赢利能力却在下降,市场份额在减少,已不能满足公司今后的发展战略,尤其是在山东市场,面临着国美、苏宁强烈的攻击,已不具备市场占有优势。可见对三联家电的整合营销进行研究对于提高家电业务的赢利能力和市场影响力具有重要的理论意义和应用价值。
本文采用理论分析和实证分析相结合、整体分析和局部分析相结合的方法,从竞争、供给、需求角度对我国家电零售业的特点进行了分析:运用实证分析,对三联家电营销体系与管理的现状进行了分析,指出三联家电目前存在的问题。本文的创新点是:根据三联家电发展的需要,依据理论、环境和内部条件,设计出了适合三联家电的整合营销,包括业态整合、营销工具整和、营销流程的整合、营销组织内以及营销组织间整合的整合营销体系,并提出了实施整合营销体系的措施,即重塑企业文化、重组企业流程、构建内部“市场链”、实施“全面系统的整合营销”、积极完善监督管理体制、建立新的人力资源管理体制,以增强整合营销的实施效果。
本文通过对整合营销的理论综述、家电零售业市场分析、三联家电的现状分析,设计了适合三联家电的整合营销,以及以构建内部“市场链”和重塑企业文化、重组企业流程为丰的保障措施,能够提升三联家电的营销实力,进而提升企业的盈利能力和市场影响力。本文整合营销的设计及其实施的保证措施,相信会对家电零售业乃至其他行业的企业有借鉴意义。
Since the 1980's, the whole world economic integration degree unceasingly has deepened, and competition between enterprises is day by day intense. The integrated marketing is one kind of new marketing theory, which more and more receives the domestic and foreign experts and enterprise's universal attention, and in overseas obtains the huge development.
Electrical appliances retail trade in China plays the most active role in the commercial circulation industry. With the electrical appliances present the large scale modernized and professional production pattern, the competition in the electrical appliances retail sales industry is gradual tense, the product profit margin is more and more low. Sanlian Electrical Appliances Co is a large-scale retail sales enterprise. It has developed for 22 years in the Shandong market, and obtained remarkable achievement. Although in recent sales volume of Sanlian Electrical Appliances Co. is still considered in a trend of escalation, the sales income was also increasing, while the profit was actually dropping and the market share was reducing. This status has not been satisfy with next developmental strategy of the company, especially encounter the fierce competition from Gome Appliances and Suning Appliances. So how to enhances the making profit ability and the market influence of the electrical appliances, it is very important and significant to research the integrating marketing implementation in Sanlian Electrical Appliances Co.
By the method of theoretical analysis and real diagnosis analysis unifies, the method of overall analysis and department analysis unifies, in the aspects of market competition, supply and requirement, the electrical appliances retail sales industry in China is analyzed. With the real diagnosis analysis method, marketing management of Sanlian Electrical Appliances Co. is researched. And comprehensive integrated marketing system is designed which suited Sanlian Electrical Appliances Co. - including industry pattern integrated, marketing flow integrated, management tools, marketing organization interior and marketing organization mutually integrated. It is carried out the guarantee measures - to remold the enterprise culture, to implement "the comprehensive system relational marketing", to establish the new human resources management system, to construct "the market chain". All the measures can enhance integrated marketing pattern implementation.
With the summary of the integrated marketing theory, the analysis of electrical appliances retail sales industry and the analysis of Sanlian Electrical Appliances Co. in current situation, the integrated marketing pattern is designed in this article. As well as primarily measures which safeguard constructing "the market chain" and remolding the enterprise cultures, can promote the marketing strength of Sanlian Electrical Appliances Co., and then promote enterprise's profitability and market influence. It is insured that all researches are significance to the electrical appliances retail sales industry and even other enterprises.
我国家电零售业作为商业流通业中最为活跃的力量,经过20多年的发展,家电行业日益呈现现代化大规模生产的格局,家电零售业的市场竞争日益激烈,家电产品的利润率越来越低。三联家电作为一家大型零售企业,在山东市场发展了22年,取得了一定的业绩,随着近两年竞争的加剧,其销售量虽然呈上升趋势,销售收入也在不断增大,但赢利能力却在下降,市场份额在减少,已不能满足公司今后的发展战略,尤其是在山东市场,面临着国美、苏宁强烈的攻击,已不具备市场占有优势。可见对三联家电的整合营销进行研究对于提高家电业务的赢利能力和市场影响力具有重要的理论意义和应用价值。
本文采用理论分析和实证分析相结合、整体分析和局部分析相结合的方法,从竞争、供给、需求角度对我国家电零售业的特点进行了分析:运用实证分析,对三联家电营销体系与管理的现状进行了分析,指出三联家电目前存在的问题。本文的创新点是:根据三联家电发展的需要,依据理论、环境和内部条件,设计出了适合三联家电的整合营销,包括业态整合、营销工具整和、营销流程的整合、营销组织内以及营销组织间整合的整合营销体系,并提出了实施整合营销体系的措施,即重塑企业文化、重组企业流程、构建内部“市场链”、实施“全面系统的整合营销”、积极完善监督管理体制、建立新的人力资源管理体制,以增强整合营销的实施效果。
本文通过对整合营销的理论综述、家电零售业市场分析、三联家电的现状分析,设计了适合三联家电的整合营销,以及以构建内部“市场链”和重塑企业文化、重组企业流程为丰的保障措施,能够提升三联家电的营销实力,进而提升企业的盈利能力和市场影响力。本文整合营销的设计及其实施的保证措施,相信会对家电零售业乃至其他行业的企业有借鉴意义。
Since the 1980's, the whole world economic integration degree unceasingly has deepened, and competition between enterprises is day by day intense. The integrated marketing is one kind of new marketing theory, which more and more receives the domestic and foreign experts and enterprise's universal attention, and in overseas obtains the huge development.
Electrical appliances retail trade in China plays the most active role in the commercial circulation industry. With the electrical appliances present the large scale modernized and professional production pattern, the competition in the electrical appliances retail sales industry is gradual tense, the product profit margin is more and more low. Sanlian Electrical Appliances Co is a large-scale retail sales enterprise. It has developed for 22 years in the Shandong market, and obtained remarkable achievement. Although in recent sales volume of Sanlian Electrical Appliances Co. is still considered in a trend of escalation, the sales income was also increasing, while the profit was actually dropping and the market share was reducing. This status has not been satisfy with next developmental strategy of the company, especially encounter the fierce competition from Gome Appliances and Suning Appliances. So how to enhances the making profit ability and the market influence of the electrical appliances, it is very important and significant to research the integrating marketing implementation in Sanlian Electrical Appliances Co.
By the method of theoretical analysis and real diagnosis analysis unifies, the method of overall analysis and department analysis unifies, in the aspects of market competition, supply and requirement, the electrical appliances retail sales industry in China is analyzed. With the real diagnosis analysis method, marketing management of Sanlian Electrical Appliances Co. is researched. And comprehensive integrated marketing system is designed which suited Sanlian Electrical Appliances Co. - including industry pattern integrated, marketing flow integrated, management tools, marketing organization interior and marketing organization mutually integrated. It is carried out the guarantee measures - to remold the enterprise culture, to implement "the comprehensive system relational marketing", to establish the new human resources management system, to construct "the market chain". All the measures can enhance integrated marketing pattern implementation.
With the summary of the integrated marketing theory, the analysis of electrical appliances retail sales industry and the analysis of Sanlian Electrical Appliances Co. in current situation, the integrated marketing pattern is designed in this article. As well as primarily measures which safeguard constructing "the market chain" and remolding the enterprise cultures, can promote the marketing strength of Sanlian Electrical Appliances Co., and then promote enterprise's profitability and market influence. It is insured that all researches are significance to the electrical appliances retail sales industry and even other enterprises.
引文
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[3]王锋编著.如何进行整合营销.北京:北京大学出版社,2004年,前言
[1]M·Joseph Sirgy.Integrated marketing communication-A system approach.北京:清华大学出版礼,1998,4
[1]Paustian Chude.World war Ⅱ Unity a Lesson that still should Apply now,Advertising Age's Business Marketing,Jan,1995,8
[2]Scott Geld.Importance of Integrated Marketing.http://www.MarketingBlaster.com,March 21,2005
[3]伍士林.浅议整合营销在我国的发展.中国流通经济,1999.2
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[1]刘威.九问科特勒,中国经营报,2003,9,8
[2]贾焜.整合营销的利与弊,钱塘人才网http://www.qtrc.com/yingxiao
[1]崔晓莉.入世五年后,家电企业站在过渡的门槛上.交流与参考,2007,2,39
[1]崔晓莉.入世五年后,家电企业站在过渡的门槛上.交流与参考,2007,2,39
[1]任兴洲.家电服务业的发展与创新.交流与参考,2007,2,35
[1]侯吉建,汤艾菲.商业特许经营教程.北京:机械工业出版社,2005,37
[1]冯英健.网络营销基础与实践.北京:清华人学出版社,2002,35
[1]于其华.赢得顾客 快速反应占领市场 控制成本获取利润.交流与参考,2007,2,13
[1]于其华.创新整合 服务营销.交流与参考,2007,2,31
[1]孔秀.业态转型 锻造经典.交流与参考,2007,2,24
[1]杨建刚.构建三联家电三级配送体系.交流与参考,2007,2,18
[1]余凯成,陈维政,张丽华.人力资源管理.大连:大连理工大学出版社,1999,150
[1]M.Joseph Sirgy.Integrated Marketing Communication-A System Approach.北京:清华大学出版礼,1998,301
[2]王方华,洪祺琪著.关系营销.太原:山西经济出版社,1998,11
[1]弗雷德里克·莱希赫尔德.忠诚的价值.北京:华夏出版社,2001,130
[1]迈克尔·波特著.陈小悦译.竞争战略.北京:华夏出版社,1999,230
[2]彼得·圣吉著.郭进隆译.第五项修炼.上海:上海三联书店,1998,234
[1]Tom Duncan.A Study 0f HOW Manufacturers and Service Companies PerceiVe and Use Marketing Public Relation.Muncie:Ball State University,1985,9
[1]张鼎昆.建立有利于变革和创新的文化氛围.清华管理评论,2000,74,20
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