摘要:市场群雄逐鹿，竞争愈演愈烈。目前，国内的家电企业都面临两个最突出的问题，一是市场竞争异常激烈的情况下，产品毛利率较低；其次是大多数国有家电行业的企业都不同程度的实施相关多元化战略。这对企业的管理组织模式和市场营销组织模式提出了新的考验和挑战。家电行业是我国市场竞争比较充分的行业，无论是产业战略、企业战略、管理模式对其他行业都具有借鉴意义。
本文研究的XXX公司是一家较典型的家电企业，在面临新的市场环境下，采取何种营销组织模式才能提高企业的市场竞争能力？这是本文要研究和解决的问题。
本文先介绍了XXX公司的发展背景、产品特点，然后通过对XXX公司营销组织模式发展过程分析，XXX公司现有营销组织模式分析，提出了现有营销组织模式存在的问题，以及现有营销组织模式变革的紧迫性和必要性；又分析了家电行业企业营销组织模式的演变过程以及发展趋势，在营销组织模式的相关理论指导的基础上，针对XXX公司的特点，提出了新的服务型营销组织模式，并对新的组织模式进行了系统的分析，提出了在具体操作中需要注意的问题。
一般研究市场营销的论文在讨论销售时多注重细节的管理，一般从产品营销、价格营销、渠道营销、客户管理等方面进行研究，很少从战略的角度思考如何定位营销组织模式，很少有人去研究什么样的营销组织适合企业的生存与发展。本论文研究的问题，除了对XXX公司具有实际参考意义外，对其他家电企业也具有一定的参考借鉴价值。
关键词:XXX公司；家电企业；营销组织模式
Abstract:The market competing is more and more violent. At present, the local appliance business enterprise faces two outstanding problems, one is its lower gross interest rate because of violent market competition, the other is that most of the state-owned enterprise put diversified strategy into practice in various degree. This puts forward a new challenge to the management buildup mode and the market buildup mode. Market competition is more sufficient in home appliance industry in our country, in which industry strategy, business enterprise strategy and managment mode are used for reference to other industry.
XXX company is a typical home appliance enterprise. Which sale buildup mode can increase its competing ability in a new market circumstance? This is what will be investigated and resolved in the text.
This text describes the development of background, product’s peculiarity. By the analysis of both the development of sales buildup mode and sales buildup mode in existence of XXX company, point out the problem of sales buildup mode in existence and its emergencity and necessarity. At the same time it analyzes the evolvement process of sales buildup mode in appliance business and its developing trend, brings forword a new sales buildup mode in according to relevant theories aimed at XXX company itself and the problem should be paid attention to in practice based on systemic analysis.
The general thesis about researching market pays more attention to details, while discussing product marketing, price marketing, outlet marketing, customer management etc. People seldom consider how to position sale buildup mode at the angle of the strategy, the more rare person goes down to bedrock what kind of sale organize is suitable for business enterprise to exist with develop. Although what this text studies and its conclusion bases on XXX company, we will find it valuable for both XXX and other appliance industry to use for reference.
Key Word: XXX company ；Appliance business enterprise；Sales buildup mode
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