Abstract
China's household electrical appliance industry in China's reform and opening as a landmark 30-year industry in the world to lay an irreplaceable location, sales volume in 2008 reached more than 6000 million, refrigerators, washing machines accounted for more than 40% of global production, air-conditioning, microwave ovens accounted for 70% of global production, small household appliances account for almost 90 percent of global production, China is the world's main suppliers of household electrical appliances.
At present, the financial crisis sweeping the globe, greatly reducing the export of Chinese household electrical appliance, household appliance industry how to use new marketing model, content, methods to increase competitive advantage. This paper attempts to describe the concept of marketing to explore the new era, China's household electrical appliance industry marketing content development and trends.
This article first theoretical model of marketing research, marketing models marketing sub-standards model, a unique new marketing models and marketing models. Of various models into the principles of marketing, described the application. Among them, the standard marketing model includes: market positioning mode, the new product development, advertising sales model, channel marketing models, brand marketing model. Unique marketing model, including emotional marketing model, the concept of marketing models, affiliate marketing model, brand loyalty model, sponsorship marketing mode. Emerging marketing model, including models of service marketing, network marketing model, green marketing model, marketing model, marketing model international.
Followed by an analysis of household electrical appliance industry in the marketing mode of use of the status quo, and proposed specific management recommendations. Based on the household appliances industry marketing mode choice and the realization of a certain reference path