中国农村冰箱市场营销分析
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摘要
近年来市场营销理论在中国有了十分迅速的发展，特别是2000年以后，势头迅猛，市场营销理论越来越受到人们的重视。
本文是笔者根据多年的工作经验，对中国农村冰箱市场进行实际调查并阅读了大量的文献资料的基础上完成的，理论结合实际对中国农村冰箱市场营销进行了全面的分析。首先，对中国冰箱行业环境进行分析，介绍了行业内的强势品牌，如海尔、科龙、西门子的发展状况和营销策略。然后，对中国农村冰箱市场需求与竞争进行分析，详细阐述了农村市场定义、细分市场、农村消费市场的特点。并对农村消费者群体进行分类，概括了其基本特征，数量分析了农村冰箱市场容量，在此基础上根据农村电冰箱市场的现状、销售渠道状况等对农村冰箱的未来需求进行了大胆的预测。同时对农村消费者进行了市场细分和需求差异分析，找出了农村市场难以开拓的主要原因。之后，深入分析了科龙、海尔、西门子各企业开拓农村冰箱市场的经验和教训，得到的启示是：开拓中国农村电冰箱市场必须正确运用价格战策略，运用七种渠道控制工具：品牌、战略目标、厂家服务、利益、销售终端、三方协议抵押金、大额打款返利，牢控营销渠道，精耕细作，与经销商建立关系密切的分销联合体，注重零售终端的建设，严格管理销售员，就能使农村市场占有率得到大幅度的提高。
本文着重于理论与实际的结合，注意吸收市场营销理论的新思想和新观念，勇于创新，力求为开发中国农村冰箱市场提供依据和参考。
In recent years, the dissemination, research, and application of the marketing theory have developed rapidly. Especially after 2000, the momentum of this development is so strong that the marketing theory attracts more and more people's attention. And it is also applied to practice more and more.
Based on the practice research of the market and work experiences ,this dissertation analyzes the marketing of refrigerator in Chinese countryside by means of integrating theory with practice. First of all, this article analyzes the macroscopic condition of the refrigerator industry in China and inquires into the concrete condition of this industry. In view of the famous brand in this industry, it gives a brief introduction of Haier, kelon, and Siemens. After that, it makes an analysis of demand and competition of refrigerator market in Chinese countryside; it elaborates on the definition of countryside market, the characteristics of market divided in detail and the countryside consumer market, and the classification and basic characteristics of consumer group in countryside; it makes a quantitative analysis of the capacity of the countryside refrigerator market. This article expounds the current situation, the state of mediums, the analysis of brand's characteristics and the forecast of the future demands.
It makes detailed dividing of market, analysis of the demanding difference, and the main reason why it is hard to explore the countryside market. It analyzes the experience and lesson of kelon, Haier, and Siemens on exploring the countryside refrigerator market. The enlightment gained from it is: we must utilize the tactics of price war correctly and use seven channel control tools-brand, strategy aim, the firm services, benefits, sells terminal, agreement mortgage of three parts, Large specified form discount, we must control the marketing mediums firmly, cultivate intensively, establish
separated sells community with sellers, attach importance to the construction of retail terminals, and manage sellers strictly. In this way, the countryside market share can be increased by a big margin.
The article focuses on the combination of theory and practice, pay attention to incorporate new ideas and concepts of marketing, have the courage to bring forth new ideas, intends to provide developers with basis and references for the rural refrigerator market of China
本文是笔者根据多年的工作经验，对中国农村冰箱市场进行实际调查并阅读了大量的文献资料的基础上完成的，理论结合实际对中国农村冰箱市场营销进行了全面的分析。首先，对中国冰箱行业环境进行分析，介绍了行业内的强势品牌，如海尔、科龙、西门子的发展状况和营销策略。然后，对中国农村冰箱市场需求与竞争进行分析，详细阐述了农村市场定义、细分市场、农村消费市场的特点。并对农村消费者群体进行分类，概括了其基本特征，数量分析了农村冰箱市场容量，在此基础上根据农村电冰箱市场的现状、销售渠道状况等对农村冰箱的未来需求进行了大胆的预测。同时对农村消费者进行了市场细分和需求差异分析，找出了农村市场难以开拓的主要原因。之后，深入分析了科龙、海尔、西门子各企业开拓农村冰箱市场的经验和教训，得到的启示是：开拓中国农村电冰箱市场必须正确运用价格战策略，运用七种渠道控制工具：品牌、战略目标、厂家服务、利益、销售终端、三方协议抵押金、大额打款返利，牢控营销渠道，精耕细作，与经销商建立关系密切的分销联合体，注重零售终端的建设，严格管理销售员，就能使农村市场占有率得到大幅度的提高。
本文着重于理论与实际的结合，注意吸收市场营销理论的新思想和新观念，勇于创新，力求为开发中国农村冰箱市场提供依据和参考。
In recent years, the dissemination, research, and application of the marketing theory have developed rapidly. Especially after 2000, the momentum of this development is so strong that the marketing theory attracts more and more people's attention. And it is also applied to practice more and more.
Based on the practice research of the market and work experiences ,this dissertation analyzes the marketing of refrigerator in Chinese countryside by means of integrating theory with practice. First of all, this article analyzes the macroscopic condition of the refrigerator industry in China and inquires into the concrete condition of this industry. In view of the famous brand in this industry, it gives a brief introduction of Haier, kelon, and Siemens. After that, it makes an analysis of demand and competition of refrigerator market in Chinese countryside; it elaborates on the definition of countryside market, the characteristics of market divided in detail and the countryside consumer market, and the classification and basic characteristics of consumer group in countryside; it makes a quantitative analysis of the capacity of the countryside refrigerator market. This article expounds the current situation, the state of mediums, the analysis of brand's characteristics and the forecast of the future demands.
It makes detailed dividing of market, analysis of the demanding difference, and the main reason why it is hard to explore the countryside market. It analyzes the experience and lesson of kelon, Haier, and Siemens on exploring the countryside refrigerator market. The enlightment gained from it is: we must utilize the tactics of price war correctly and use seven channel control tools-brand, strategy aim, the firm services, benefits, sells terminal, agreement mortgage of three parts, Large specified form discount, we must control the marketing mediums firmly, cultivate intensively, establish
separated sells community with sellers, attach importance to the construction of retail terminals, and manage sellers strictly. In this way, the countryside market share can be increased by a big margin.
The article focuses on the combination of theory and practice, pay attention to incorporate new ideas and concepts of marketing, have the courage to bring forth new ideas, intends to provide developers with basis and references for the rural refrigerator market of China
引文
【1】 北京美兰德信息公司，《中国城市居民消费调查》，销售与市场，2000P35-37
【2】 成思危，《新世纪面临的管理变革》，中外管理导报，1999年4月版，P24-25
【3】 K. H. Poberts. Communicating Organizations, Chicago, Science Research Associates, 1984, P15-24
【4】 肇贵，《中国居民消费品市场十大特征》，销售与市场，1999年10月版，P38-40
【5】 邝鸿，《现代市场学》，中国人民大学出版社，1989年版，P51-70
【6】 俞建国，《新形势下我国经济组织的战略性调整》，管理世界，1999年3月版，P78-80。
【7】 杨青山等，《市场侵略论》，河南现代营销研究所，(MMJ)，P9-12
【8】 颜光华、严勇，《企业战略联盟及其在我国企业的应用》，财经研究(上海财经大学)，1999年7月版，P29-31
【9】 D. Qulinn Mills. The New Competiters, John, Wiley Sons，1985年10月版，P38-40
【10】 邓胜梁、许绍李、张庚淼著，《市场营销管理；理论与策略》，上海人民出版社，1997年版，P280-287
【11】 胡晓伟、甄颂东等编译，《国际市场行销30技》，中国经济出版社，1992年版，P14-17
【12】 江绍伦等编著，《企业的组织与效率》，复旦大学出版社，1995年版，P89-101
【13】 芮明杰、韩兆林等，《试论高科技产品营销的内涵》，财经研究(上海财经大学)，1999年1月版，P17-18
【14】 陈家海等，《消费心理学入门》，中国展望出版社，1986年版，P17-22
【15】 范剑平、向书坚，《我国城乡二元社会结构对居民消费率的影响》，管理世界，1999年5月版，P35-37
【16】 张春河、王蕾等，《现代市场营销学》，企业管理出版社，1998年版，P189-197
【17】 Robert J. fisher, Elliot Maltz Enchancing Communication Between
Marketing and Engineering. Journal of Engineering July 1997,99.54-70
【18】 Edward E. Dupont's Marketing Community. Business Marketing, October 1987, pp. 90-94
【19】 Alfred R. Oxenfeldt. How to Use Market-Share Measurement. Harvard Business Review, January-february 1989, pp. 59-68
【20】 Peter L. Mullins. Measuring Customer and Product Line Profitability Washington, DC: Distribution Research and Education Foundation 19984, pp. 58-123
【21】 Nigel Piercy. A Contingency Theory of structure and Performance. Journal of Marketing, Winter 1985, pp. 13-25
【22】 BRANCH, M.A:"Where Do Wal-Marts Come From?"Progressive Architecture, vol. 9,1993, pp. 66-69
【23】 BRASSARD, MICHAEL, and DIANE RITTER:The Memory JoggerⅡ, GOAL/QPC, Methuen, MA, 1994
【24】 FERSKO-WEISS, HENRY:"Project Management Software Gets a Grip on Usability,"PC Magazine, July 1992, pp. 323-369
【25】 KATZENBACH, JON R, and DOUGLAS K. SMITH: The Wisdom of Teams, Harper Business, New York, 1994
【26】 CLELAND, DAVID L:"The Age of Project Management," Project Management Journal, vol. 22, no.1, March 1991, pp. 19-24,—,and W.R. KING: Project Management Handbook, Van Nostrand Reinhold, NewYork, 1983
【27】 EVY, F.K,G.L. THOMPSON, and J.D. WIEST:"The ABC's of the Critical Path Method,"Harvard Business Review, vol. 41, no. 5,October 1963, pp. 413-423
【28】 MACCRIMMON, K.R.,and C.C. RYAVEC:"An Analytical Study of Pert Assumptions,"Operations Reseach, vol. 12, no.1, January-February 1964, pp. 16-37
【29】 RANDOLPH, W.A.,and BARRY Z. POSNER:"What Every Manager Needs to Know About Project Management,"Sloan Management Review, Summer 1988, pp. 65-73
【30】 STALK, GEORGE, JR.:"Time——The Next Source of Competitive Advantage,"Harvard Business Review, July-August 1988, pp. 41-51
【31】 WIEST, J.D., and F.K., LEVY;Amanagement Guide to PERT/CPM, 2d ed., Prentice-Hall, Inc.,Englewood Cliffs, NJ,1997.
【32】 CHIANG, W., J.A. FITZSIMMONS, Z. HUANG, and S. X. LI:"A Game-heoretic Approach to Quantity Discount Problems," Decision Sciences, vol. 25, no.1, January-February 1994, pp. 153-168
【33】 HESS, RICK, and GENE WOOLSEY:Applied Management Science:A Quick & Dirty Approach, Science Reseach Associaates, Chicago, 1974
【34】 SILVER, E.A.,and r. PETERSON:Decision System for inventory Management and Production Planning, 2nd ed.,Wiley, New York, 1985
【35】 TEDLOW, RICHARD S.:New and Improved: The Story of Mass Marketing in American, Harvard Business School, Boston, 1996
【36】 TERSINE, RICHAND J.: Principles of inventory and Marerials Management, Elsevier NorthHolland, New York, 1987
【37】 VOLLMANN, T.E., W. L. BERRY, and D.C. WHYBARK: Manufacturing Planning and Control Systems, 3rd ed, Irwin, Homewood, Ill.,1991
【2】 成思危，《新世纪面临的管理变革》，中外管理导报，1999年4月版，P24-25
【3】 K. H. Poberts. Communicating Organizations, Chicago, Science Research Associates, 1984, P15-24
【4】 肇贵，《中国居民消费品市场十大特征》，销售与市场，1999年10月版，P38-40
【5】 邝鸿，《现代市场学》，中国人民大学出版社，1989年版，P51-70
【6】 俞建国，《新形势下我国经济组织的战略性调整》，管理世界，1999年3月版，P78-80。
【7】 杨青山等，《市场侵略论》，河南现代营销研究所，(MMJ)，P9-12
【8】 颜光华、严勇，《企业战略联盟及其在我国企业的应用》，财经研究(上海财经大学)，1999年7月版，P29-31
【9】 D. Qulinn Mills. The New Competiters, John, Wiley Sons，1985年10月版，P38-40
【10】 邓胜梁、许绍李、张庚淼著，《市场营销管理；理论与策略》，上海人民出版社，1997年版，P280-287
【11】 胡晓伟、甄颂东等编译，《国际市场行销30技》，中国经济出版社，1992年版，P14-17
【12】 江绍伦等编著，《企业的组织与效率》，复旦大学出版社，1995年版，P89-101
【13】 芮明杰、韩兆林等，《试论高科技产品营销的内涵》，财经研究(上海财经大学)，1999年1月版，P17-18
【14】 陈家海等，《消费心理学入门》，中国展望出版社，1986年版，P17-22
【15】 范剑平、向书坚，《我国城乡二元社会结构对居民消费率的影响》，管理世界，1999年5月版，P35-37
【16】 张春河、王蕾等，《现代市场营销学》，企业管理出版社，1998年版，P189-197
【17】 Robert J. fisher, Elliot Maltz Enchancing Communication Between
Marketing and Engineering. Journal of Engineering July 1997,99.54-70
【18】 Edward E. Dupont's Marketing Community. Business Marketing, October 1987, pp. 90-94
【19】 Alfred R. Oxenfeldt. How to Use Market-Share Measurement. Harvard Business Review, January-february 1989, pp. 59-68
【20】 Peter L. Mullins. Measuring Customer and Product Line Profitability Washington, DC: Distribution Research and Education Foundation 19984, pp. 58-123
【21】 Nigel Piercy. A Contingency Theory of structure and Performance. Journal of Marketing, Winter 1985, pp. 13-25
【22】 BRANCH, M.A:"Where Do Wal-Marts Come From?"Progressive Architecture, vol. 9,1993, pp. 66-69
【23】 BRASSARD, MICHAEL, and DIANE RITTER:The Memory JoggerⅡ, GOAL/QPC, Methuen, MA, 1994
【24】 FERSKO-WEISS, HENRY:"Project Management Software Gets a Grip on Usability,"PC Magazine, July 1992, pp. 323-369
【25】 KATZENBACH, JON R, and DOUGLAS K. SMITH: The Wisdom of Teams, Harper Business, New York, 1994
【26】 CLELAND, DAVID L:"The Age of Project Management," Project Management Journal, vol. 22, no.1, March 1991, pp. 19-24,—,and W.R. KING: Project Management Handbook, Van Nostrand Reinhold, NewYork, 1983
【27】 EVY, F.K,G.L. THOMPSON, and J.D. WIEST:"The ABC's of the Critical Path Method,"Harvard Business Review, vol. 41, no. 5,October 1963, pp. 413-423
【28】 MACCRIMMON, K.R.,and C.C. RYAVEC:"An Analytical Study of Pert Assumptions,"Operations Reseach, vol. 12, no.1, January-February 1964, pp. 16-37
【29】 RANDOLPH, W.A.,and BARRY Z. POSNER:"What Every Manager Needs to Know About Project Management,"Sloan Management Review, Summer 1988, pp. 65-73
【30】 STALK, GEORGE, JR.:"Time——The Next Source of Competitive Advantage,"Harvard Business Review, July-August 1988, pp. 41-51
【31】 WIEST, J.D., and F.K., LEVY;Amanagement Guide to PERT/CPM, 2d ed., Prentice-Hall, Inc.,Englewood Cliffs, NJ,1997.
【32】 CHIANG, W., J.A. FITZSIMMONS, Z. HUANG, and S. X. LI:"A Game-heoretic Approach to Quantity Discount Problems," Decision Sciences, vol. 25, no.1, January-February 1994, pp. 153-168
【33】 HESS, RICK, and GENE WOOLSEY:Applied Management Science:A Quick & Dirty Approach, Science Reseach Associaates, Chicago, 1974
【34】 SILVER, E.A.,and r. PETERSON:Decision System for inventory Management and Production Planning, 2nd ed.,Wiley, New York, 1985
【35】 TEDLOW, RICHARD S.:New and Improved: The Story of Mass Marketing in American, Harvard Business School, Boston, 1996
【36】 TERSINE, RICHAND J.: Principles of inventory and Marerials Management, Elsevier NorthHolland, New York, 1987
【37】 VOLLMANN, T.E., W. L. BERRY, and D.C. WHYBARK: Manufacturing Planning and Control Systems, 3rd ed, Irwin, Homewood, Ill.,1991