格兰仕微波炉营销环境分析

格兰仕微波炉营销环境分析 一丶企业简介 格兰仕公司创立于1978年，格兰仕集团是一家世界级品牌家电制造 企业，立志于“建百年企业 造世界品牌”。29年来，格兰仕健康、持续、快速发展。定位于“全球名牌家电制造中心”，到2004年，2万余名格兰仕人致力于推动“全球微波炉制造中心”、“全球空调制造中心”、“全球小家电制造中心”三大制造基地的发展，保持微波炉制造、光波炉制造世界第一，进入世界一线空调品牌阵营，格兰仕电器产品旺销全球近200个国家和地区，集团年销售额130亿元、出口创汇7亿美元。 随着格兰仕电器畅销近200个国家和地区，格兰仕“全球制造、专业品质”的形象响誉世界。格兰仕电器在全球家电市场上取得的辉煌业绩为企业赢来了无数殊荣和相关上级部门的认可及表彰，业界认为，格兰仕作为“公众企业”所产生的影响已经超出了行业自身。坚持“伟大，在于创造”的企业理念和“努力，让顾客感动”的经营宗旨，格兰仕正在加速向国际一流企业、世界名牌进军。 二丶行业营销环境分析 行业构成:在微波炉这一高温行业中，除了率先引领国内市场的格兰仕外，其次就是与格兰仕角逐国内市场的美的，美的通过各种营销手段，市场占有率逐渐靠近格兰仕。在他们之下的LG、惠而浦、planning, and government financing, and whole village relocation, and first built Hou split" of principles, insisted big community planning, and large district transformation, break administrative divisions boundaries, optimization town spatial structure, speed up new Community construction, formed new community live building, and intensive with ground project, and enterprise tax insurance running, and Expand employment and improve people's livelihood shed changed economic chain. The second, on poverty relief and development work in this battle the mission objectives for poverty alleviation in the file are already quite clear, was the previous two years (2016-2017) concentrated hard, three years after (2018-2020), consolidation and improvement, by the end of 2017, the County ... ... A poor village and ... ... Library district all "pick hat" and "five-ten", ... ... All the rural poor out of poverty, stability to achieve "two worry about three". To accomplish these tasks, win the battle for poverty alleviation, the key is to find out the way, selecting the right breakthrough, effectiveness in order to work on. (A) to accurately identify objects for poverty alleviation. XI General Secretary noted that the critical time of poverty lies in precision. How to do accurate? ' first task is to do basic work solid. Total demand is down to village, household, persons, County, town, and village books, card 松下、三洋、格力、帅康、三星等企业在微波炉这一行业激烈的竞争，抢夺一定的市场份额。 行业竞争状况:从微波炉近三年的总产值可以知道，微波炉有较好的市场，为了争夺这一市场，夺得一定的市场份额，行业内竞争激烈。美的通过各种营销手段，尤其是在销售均价上与格兰仕，其市场占有率逐渐上升，逼近格兰仕，此消彼长，格兰仕市场份额相应下降。美的给格兰仕在微波炉领域的两线身份带来了强大的压力。在其他品牌在通过激烈的价格战争夺一定的市场。 行业发展状况:生活节奏加快，使得人们对事件有了相应的紧迫感，对生活质量的追求也日益强烈。微波炉，作为快速加热食品的家用电器，受到了广大人民的喜爱成为必然。微波炉的每年都有近7000万的销售量，市场容量增长较慢，甚至是零增长。一线城市的微波炉普及率已达到80%以上，长期以大中城市为中心的战略遇到了产品销售瓶颈。生活水平的提高，使得广大的二、三线城市和农村具有了较大的市场。根据中国消费者协会相关调查资料显示，属厨电领域中的消费需求正在向多功能、人性化、低碳发展。 行业环境分析(五力竞争模型): 1.现有竞争对手之间竞争的激烈程度:产业竞争强度很大，拥有较多实力强大的竞争对手，竞争激烈; 国内微波炉市场已经趋于饱和稳定。中低端产品市场基本由国内品牌占领，如格兰仕、美的、格力。在高端领域，65%国外品牌planning, and government financing, and whole village relocation, and first built Hou split" of principles, insisted big community planning, and large district transformation, break administrative divisions boundaries, optimization town spatial structure, speed up new Community construction, formed new community live building, and intensive with ground project, and enterprise tax insurance running, and Expand employment and improve people's livelihood shed changed economic chain. The second, on poverty relief and development work in this battle the mission objectives for poverty alleviation in the file are already quite clear, was the previous two years (2016-2017) concentrated hard, three years after (2018-2020), consolidation and improvement, by the end of 2017, the County ... ... A poor village and ... ... Library district all "pick hat" and "five-ten", ... ... All the rural poor out of poverty, stability to achieve "two worry about three". To accomplish these tasks, win the battle for poverty alleviation, the key is to find out the way, selecting the right breakthrough, effectiveness in order to work on. (A) to accurately identify objects for poverty alleviation. XI General Secretary noted that the critical time of poverty lies in precision. How to do accurate? ' first task is to do basic work solid. Total demand is down to village, household, persons, County, town, and village books, card 占领，如松下、LG. 2.新进入者威胁:进入障碍较高，不易进入。 家电行业的高额利润吸引了不少新进入者的加入，新加入者与原有企业进行资源竞争，行业成本增加，随之而来的便是行业的生产能力的加大，企业市场占有率下降，竞争加剧，价格下降，行业平均利润降低家电企业需要研发、原材料及生产等成本非常大，存在较为明显的规模经济作用，行业壁垒较高。 3.供应商的讨价还价能力:供应方产业较成熟，供应链管理。 整个家电行业除了某些特定的原材料由相关产业生产以外，其整体以及核心部件都由企业自主生产，供应商环节在整个产业占得价值比较小，带来的威胁较小，不过近年来由于原材料价格的上涨，给很多企业带来了一些威胁。 4.购买方的讨价还价能力:买方需求结构多元，消费水平提高。 国内经济稳定发展，人民收入水平提高，购买力提高，家电的需求量越来越大，然而由于科技技术更新带来的降价致使买方采取观望态度，有的购买者抱着等待进一步降价的态度，有的采取等下一代产品出现避免淘汰过快，这些都一定程度上影响了市场需求。 5.替代品威胁:替代产品较少。 微波炉定义比较广泛，出现替代某项产品功能的新产品，如:光波炉还是可以成为光波微波炉。燃气灶，等可以成为微波炉的替代品，但是近几年来人们越来越注重环保，便捷，越来越多的有燃planning, and government financing, and whole village relocation, and first built Hou split" of principles, insisted big community planning, and large district transformation, break administrative divisions boundaries, optimization town spatial structure, speed up new Community construction, formed new community live building, and intensive with ground project, and enterprise tax insurance running, and Expand employment and improve people's livelihood shed changed economic chain. The second, on poverty relief and development work in this battle the mission objectives for poverty alleviation in the file are already quite clear, was the previous two years (2016-2017) concentrated hard, three years after (2018-2020), consolidation and improvement, by the end of 2017, the County ... ... A poor village and ... ... Library district all "pick hat" and "five-ten", ... ... All the rural poor out of poverty, stability to achieve "two worry about three". To accomplish these tasks, win the battle for poverty alleviation, the key is to find out the way, selecting the right breakthrough, effectiveness in order to work on. (A) to accurately identify objects for poverty alleviation. XI General Secretary noted that the critical time of poverty lies in precision. How to do accurate? ' first task is to do basic work solid. Total demand is down to village, household, persons, County, town, and village books, card 气灶家庭开始添置微波炉。 三丶格兰仕微波炉SWOT分析 优势(Strength): 1.企业产品质量:强调性价比，在低价的基础上追求高质量。 2.企业文化:开放式的有优秀团队，开放式合作的人际关系。 3.企业内部财务管理:能够实行严格的成本控制，和严格的财务内部管理，讲求财务的精细化。 4.企业资源利用:全球最大的微波炉和空调专业制造基地，充分利用企业优势资源。 5.科研与开发:在全球设立多个研发基地，加大产品科研支出，确保产品的研发能力。 6.企业盈利能力:虽然采取低价策略，但是拥有最大的微波炉市场份额，空调进入国内前列，因为具有超强的盈利能力。 7.营销手段:不断创新的营销手段，在营销方面具有较强的竞争实力。 劣势(Weakness): 1.企业人员的素质:公司员工整体素质不高，比较缺乏综合型和专业型的高级人才。 2.电子商务的发展:面对强势的电子商务的发展，对格兰仕的planning, and government financing, and whole village relocation, and first built Hou split" of principles, insisted big community planning, and large district transformation, break administrative divisions boundaries, optimization town spatial structure, speed up new Community construction, formed new community live building, and intensive with ground project, and enterprise tax insurance running, and Expand employment and improve people's livelihood shed changed economic chain. The second, on poverty relief and development work in this battle the mission objectives for poverty alleviation in the file are already quite clear, was the previous two years (2016-2017) concentrated hard, three years after (2018-2020), consolidation and improvement, by the end of 2017, the County ... ... A poor village and ... ... Library district all "pick hat" and "five-ten", ... ... All the rural poor out of poverty, stability to achieve "two worry about three". To accomplish these tasks, win the battle for poverty alleviation, the key is to find out the way, selecting the right breakthrough, effectiveness in order to work on. (A) to accurately identify objects for poverty alleviation. XI General Secretary noted that the critical time of poverty lies in precision. How to do accurate? ' first task is to do basic work solid. Total demand is down to village, household, persons, County, town, and village books, card 传统营销产生较大的冲击. 机会(Opportunity): 1.居民消费能力:居民的收入水平的不断提高给格兰仕的产品带来了更大的需求量。 2.国家政策:家电下乡等国家政策上的支持。 3.产品成本结构:规模化生产，有效节省资源，充分利用企业生产力优势，能够降低更多的成本。 威胁(Threat): 1.产品的差异性:客户对产品的差异性需求越来越大，对产品差异性不足的格兰仕不利。 2.行业竞争:面对众多的大型企业品牌的产品强势冲击，行业竞争日趋激烈。 3.替代品:各种新产品的出现，对格兰仕形成了一定的冲击。 1020941.41 赵庚 planning, and government financing, and whole village relocation, and first built Hou split" of principles, insisted big community planning, and large district transformation, break administrative divisions boundaries, optimization town spatial structure, speed up new Community construction, formed new community live building, and intensive with ground project, and enterprise tax insurance running, and Expand employment and improve people's livelihood shed changed economic chain. The second, on poverty relief and development work in this battle the mission objectives for poverty alleviation in the file are already quite clear, was the previous two years (2016-2017) concentrated hard, three years after (2018-2020), consolidation and improvement, by the end of 2017, the County ... ... A poor village and ... ... Library district all "pick hat" and "five-ten", ... ... All the rural poor out of poverty, stability to achieve "two worry about three". To accomplish these tasks, win the battle for poverty alleviation, the key is to find out the way, selecting the right breakthrough, effectiveness in order to work on. (A) to accurately identify objects for poverty alleviation. XI General Secretary noted that the critical time of poverty lies in precision. How to do accurate? ' first task is to do basic work solid. Total demand is down to village, household, persons, County, town, and village books, card