家庭影院市场营销管理研究
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摘要
家庭影院作为面向家庭娱乐市场的消费性电子产品,从出生之日起就倍受关注。在欧美市场,家庭影院产品在新技术、新工艺的推动下保持着惊人的活力,家庭普及率一直在稳固上升,逐渐成为家电产品的新利润增长点。反观国内市场,家庭影院的发展却划出了一道令人惊奇的曲线,从只有进口产品销售的试水期,到国内外品牌林立的爆发期、再到整个行业迅速萎缩的衰退期,仅仅几年时光家庭影院就从万众瞩目的明星变成了无人问津的行业地雷,其中的原因耐人寻味。
经过近几年中国经济的高速发展,消费者的购买力有了明显的提升,家庭影院行业在高清技术的带动下,再次引起了消费者的关注,并将迎来新的发展高潮。
面对复杂的市场,激烈的竞争、更加理性的消费者,如何设计和制订符合当前市场形势的市场营销战略是每个家庭影院企业面临的主要问题。本文从雅马哈公司的视角出发,对行业发展形势、消费者行为分析、竞争对手现状等方面进行详细的分析与解读,并以此为依据对雅马哈公司的市场营销战略提出了自己的看法和建议。
As the main electronic product of family entertainment, Home Theater System had high-profile attention since it was developed.Benefit from the new technologys, home theater system has driving a high speed in western market and the penetration rate was rising every year. Home Theater System has considered of the new revenue growth opportunities.However,the development of home theater system in China were telling a different story, after the explosive growth in the beginning,the whole industry was in deep trouble and get into a recession earlier than expected. This result is intriguing, but lend themselves to more than one explanation.
As the booming economic growth of China, the industry of Home Theater System has arouses more attention of consumers once again and it will greet spring in the future. Due to strict market,there is not only a challenge but also anopportunity before the industry of Home Theater System. What actions can the Home Theater System producter take to make a good achievement? This study gave a detailed analysis and discussion on the industry of Home Theater System and development of the competitive presentation. Based on the perspective of YAMAHA, this essay uses the advanced marketing and management ideas of the west for reference, and airs its own point of view on the marketing of Home Theater System.
经过近几年中国经济的高速发展,消费者的购买力有了明显的提升,家庭影院行业在高清技术的带动下,再次引起了消费者的关注,并将迎来新的发展高潮。
面对复杂的市场,激烈的竞争、更加理性的消费者,如何设计和制订符合当前市场形势的市场营销战略是每个家庭影院企业面临的主要问题。本文从雅马哈公司的视角出发,对行业发展形势、消费者行为分析、竞争对手现状等方面进行详细的分析与解读,并以此为依据对雅马哈公司的市场营销战略提出了自己的看法和建议。
As the main electronic product of family entertainment, Home Theater System had high-profile attention since it was developed.Benefit from the new technologys, home theater system has driving a high speed in western market and the penetration rate was rising every year. Home Theater System has considered of the new revenue growth opportunities.However,the development of home theater system in China were telling a different story, after the explosive growth in the beginning,the whole industry was in deep trouble and get into a recession earlier than expected. This result is intriguing, but lend themselves to more than one explanation.
As the booming economic growth of China, the industry of Home Theater System has arouses more attention of consumers once again and it will greet spring in the future. Due to strict market,there is not only a challenge but also anopportunity before the industry of Home Theater System. What actions can the Home Theater System producter take to make a good achievement? This study gave a detailed analysis and discussion on the industry of Home Theater System and development of the competitive presentation. Based on the perspective of YAMAHA, this essay uses the advanced marketing and management ideas of the west for reference, and airs its own point of view on the marketing of Home Theater System.
引文
[1]菲力普·科特勒、凯文·莱恩·凯勒、卢泰宏.营销管理[M].中国人民大学出版社.2009-6
[2]庞程程. 2010-2011年中国家庭影院市场研究年度报告[R]. ZOL调研中心.2011-3
[3]路颖.详细解析中国家庭影院的发展环境[J].电子周刊2008-3
[4]王树林.家用影院市场前瞻[J].消费电子2011-3
[5]薛世宁.中国音响行业的整体分析和思考[J].数码世界2010-6上
[6] BD知识详解.电脑报[J].2007-7-3
[7]李智.中国消费品市场监测与分析报告[J].中国经济出版社.2010
[8]罗格·D·布莱克韦尔、保罗·W·米尼德、詹姆斯·F·恩格尔.消费者行为学[M].机械工业出版社2003
[9]王涛.渠道的衰落:经销商未来的转型方向[M].中国社会科学出版社2009
[10]大卫·佩克顿、阿曼达·布劳德里克.整合营销传播[M].经济管理出版社2009
[11]菲利普·科特勒.科特勒新思维持续营销模型及亚洲案例[M].中国人民大学出版社.2004-5
[12]陈海滨.开展以客户为中心的市场营销[D].中国期刊全文数据库2008/09
[13]郭朝阳.中国著名企业营销案例评析[M].广东经济出版社.2004.8
[14]韩德昌.消费者行为与营销战略[M].市场营销经典译丛
[15]李富平.中国家庭影院的曲折道路[J].销售与市场2003.6
[16]熊文军.试论Web2.0的网络口碑营销[D].中国期刊全文数据库2009/09
[17]浅谈市场营销发展新趋势探讨[J].成功营销2010年第5期
[18]佟大新.关于网络对家电企业市场营销的影响分析[D].中国期刊全文数据库2008-3
[19]廖向义.关于我国企业信息市场营销战略研究[D].中国期刊全文数据库2010-6
[20]朱建平.如何做区域网络的市场调研[D].中国期刊全文数据库2010-3
[21] George FiskComputer-Aided Marketing Instruction .The Journal of Marketing, Vol. 35, No. 1 (Jan., 2010), pp. 20-27
[22] S. Tamer Cavusgil .Knowledge Development in International Marketing.Journal of International Marketing, Vol. 6, No. 2 (1998), pp. 103-112
[23] Douglas W. Vorhies, Robert E. Morgan, Chad W. Autry. Product-Market Strategy and the Marketing Capabilities of the Firm. Strategic Management Journal, Vol. 30, No. 12 (Dec., 2009), pp. 1310-1334
[24] Giuliano Tirenni, Abderrahim Labbi, Cesar Berrospi, AndréElisseeff, Timir Bhose, Kari Pauro, Seppo P?yh?nen. Customer Equity and Lifetime Management. Marketing Science, Vol. 26, No. 4 (Jul. - Aug., 2007), pp. 553-565
[25] Donald R. Lehmann. Metrics for Making Marketing Matter Metrics for Making Marketing Matter . The Journal of Marketing, Vol. 68, No. 4 (Oct., 2004), pp. 73-75
[26] Joseph Turow.Marketing Surveillance in the Digital Age Annals of the American Academy of Political and Social Science, Vol. 597, Cultural Production in a Digital Age (Jan., 2005), pp. 103-121
[27] Jean-Jacques Lambin. On-Line Marketing Mix Model Journal of Marketing Research, Vol. 9, No. 2 (May, 2008), pp. 119-126
[28] Neil A. Morgan, Douglas W. Vorhies, Charlotte H. Mason.Marketing Capabilities and Firm Performance Strategic Management Journal, Vol. 30, No. 8 (Aug., 2009), pp. 909-920
[29] Elie Ofek, Miklos Sarvary .Marketing, and the Success of Next-Generation Products .Marketing Science, Vol. 22, No. 3 (Summer, 2003), pp. 355-370
[30] Natalie Mizik, Robert Jacobson. Myopic Marketing Management.Marketing Science, Vol. 26, No. 3 (May - Jun., 2009), pp. 361-379
[31] Koen Pauwels.Long-Term Marketing Effectiveness .Marketing Science, Vol. 23, No. 4 (Fall, 2004), pp. 596-610
[32] Ming-Hui Huang .The Theory of Emotions in Marketing .Journal of Business and Psychology, Vol. 16, No. 2 (Dec., 2007), pp. 239-247
[33] William T. Robinson. Marketing Mix Reactions to Entry .Marketing Science, Vol. 7, No. 4, Special Issue on Competitive Marketing Strategy (Autumn, 2010), pp. 368-385
[34] James D. Hess, Marilyn T. Lucas. Allocating Resources between Marketing Research and Manufacturing .Management Science, Vol. 50, No. 4, Special Issue on Marketing and Operations Management Interfaces and Coordination (Apr., 2004), pp. 521-526
[35] Michael Song, Cornelia Droge, Sangphet Hanvanich, Roger Calantone. Marketing and Technology Resource Complementarity.Strategic Management Journal,Vol. 26, No. 3 (Mar., 2005), pp. 259-276
[36] Amit Saini, Mike Krush, Jean L. Johnson. Anomie and the Marketing Function. Journal of Business Ethics, Vol. 83, No. 4 (Dec., 2008), pp. 845-863
[37] Wai-sum Siu, Zhi-chao Liu.Marketing in Chinese Small and Medium Enterprises: The State of the Art in a Chinese Socialist Economy .Small Business Economics, Vol. 25, No. 4 (Nov., 2005), pp. 333-346
[38] T. Bettina Cornwell, Clinton S. Weeks, Donald P. Roy.Sponsorship-Linked Marketing: Opening the Black Box. Journal of Advertising, Vol. 34, No. 2 (Summer, 2009), pp. 21-42
[39] William T. Ross Jr., Marian Chapman Moore, Richard Staelin. Recurrent Marketing Decisions .Marketing Letters, Vol. 11, No. 4 (Nov., 2008), pp. 283-297
[40] Peter J. DanaherWearout Effects in Target Marketing .Marketing Letters, Vol. 7, No. 3 (Jul., 1996), pp. 275-287
[2]庞程程. 2010-2011年中国家庭影院市场研究年度报告[R]. ZOL调研中心.2011-3
[3]路颖.详细解析中国家庭影院的发展环境[J].电子周刊2008-3
[4]王树林.家用影院市场前瞻[J].消费电子2011-3
[5]薛世宁.中国音响行业的整体分析和思考[J].数码世界2010-6上
[6] BD知识详解.电脑报[J].2007-7-3
[7]李智.中国消费品市场监测与分析报告[J].中国经济出版社.2010
[8]罗格·D·布莱克韦尔、保罗·W·米尼德、詹姆斯·F·恩格尔.消费者行为学[M].机械工业出版社2003
[9]王涛.渠道的衰落:经销商未来的转型方向[M].中国社会科学出版社2009
[10]大卫·佩克顿、阿曼达·布劳德里克.整合营销传播[M].经济管理出版社2009
[11]菲利普·科特勒.科特勒新思维持续营销模型及亚洲案例[M].中国人民大学出版社.2004-5
[12]陈海滨.开展以客户为中心的市场营销[D].中国期刊全文数据库2008/09
[13]郭朝阳.中国著名企业营销案例评析[M].广东经济出版社.2004.8
[14]韩德昌.消费者行为与营销战略[M].市场营销经典译丛
[15]李富平.中国家庭影院的曲折道路[J].销售与市场2003.6
[16]熊文军.试论Web2.0的网络口碑营销[D].中国期刊全文数据库2009/09
[17]浅谈市场营销发展新趋势探讨[J].成功营销2010年第5期
[18]佟大新.关于网络对家电企业市场营销的影响分析[D].中国期刊全文数据库2008-3
[19]廖向义.关于我国企业信息市场营销战略研究[D].中国期刊全文数据库2010-6
[20]朱建平.如何做区域网络的市场调研[D].中国期刊全文数据库2010-3
[21] George FiskComputer-Aided Marketing Instruction .The Journal of Marketing, Vol. 35, No. 1 (Jan., 2010), pp. 20-27
[22] S. Tamer Cavusgil .Knowledge Development in International Marketing.Journal of International Marketing, Vol. 6, No. 2 (1998), pp. 103-112
[23] Douglas W. Vorhies, Robert E. Morgan, Chad W. Autry. Product-Market Strategy and the Marketing Capabilities of the Firm. Strategic Management Journal, Vol. 30, No. 12 (Dec., 2009), pp. 1310-1334
[24] Giuliano Tirenni, Abderrahim Labbi, Cesar Berrospi, AndréElisseeff, Timir Bhose, Kari Pauro, Seppo P?yh?nen. Customer Equity and Lifetime Management. Marketing Science, Vol. 26, No. 4 (Jul. - Aug., 2007), pp. 553-565
[25] Donald R. Lehmann. Metrics for Making Marketing Matter Metrics for Making Marketing Matter . The Journal of Marketing, Vol. 68, No. 4 (Oct., 2004), pp. 73-75
[26] Joseph Turow.Marketing Surveillance in the Digital Age Annals of the American Academy of Political and Social Science, Vol. 597, Cultural Production in a Digital Age (Jan., 2005), pp. 103-121
[27] Jean-Jacques Lambin. On-Line Marketing Mix Model Journal of Marketing Research, Vol. 9, No. 2 (May, 2008), pp. 119-126
[28] Neil A. Morgan, Douglas W. Vorhies, Charlotte H. Mason.Marketing Capabilities and Firm Performance Strategic Management Journal, Vol. 30, No. 8 (Aug., 2009), pp. 909-920
[29] Elie Ofek, Miklos Sarvary .Marketing, and the Success of Next-Generation Products .Marketing Science, Vol. 22, No. 3 (Summer, 2003), pp. 355-370
[30] Natalie Mizik, Robert Jacobson. Myopic Marketing Management.Marketing Science, Vol. 26, No. 3 (May - Jun., 2009), pp. 361-379
[31] Koen Pauwels.Long-Term Marketing Effectiveness .Marketing Science, Vol. 23, No. 4 (Fall, 2004), pp. 596-610
[32] Ming-Hui Huang .The Theory of Emotions in Marketing .Journal of Business and Psychology, Vol. 16, No. 2 (Dec., 2007), pp. 239-247
[33] William T. Robinson. Marketing Mix Reactions to Entry .Marketing Science, Vol. 7, No. 4, Special Issue on Competitive Marketing Strategy (Autumn, 2010), pp. 368-385
[34] James D. Hess, Marilyn T. Lucas. Allocating Resources between Marketing Research and Manufacturing .Management Science, Vol. 50, No. 4, Special Issue on Marketing and Operations Management Interfaces and Coordination (Apr., 2004), pp. 521-526
[35] Michael Song, Cornelia Droge, Sangphet Hanvanich, Roger Calantone. Marketing and Technology Resource Complementarity.Strategic Management Journal,Vol. 26, No. 3 (Mar., 2005), pp. 259-276
[36] Amit Saini, Mike Krush, Jean L. Johnson. Anomie and the Marketing Function. Journal of Business Ethics, Vol. 83, No. 4 (Dec., 2008), pp. 845-863
[37] Wai-sum Siu, Zhi-chao Liu.Marketing in Chinese Small and Medium Enterprises: The State of the Art in a Chinese Socialist Economy .Small Business Economics, Vol. 25, No. 4 (Nov., 2005), pp. 333-346
[38] T. Bettina Cornwell, Clinton S. Weeks, Donald P. Roy.Sponsorship-Linked Marketing: Opening the Black Box. Journal of Advertising, Vol. 34, No. 2 (Summer, 2009), pp. 21-42
[39] William T. Ross Jr., Marian Chapman Moore, Richard Staelin. Recurrent Marketing Decisions .Marketing Letters, Vol. 11, No. 4 (Nov., 2008), pp. 283-297
[40] Peter J. DanaherWearout Effects in Target Marketing .Marketing Letters, Vol. 7, No. 3 (Jul., 1996), pp. 275-287
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