摘要：目前，我国洗碗机尚处于被消费者了解认识的阶段，在国内尚属超前消费产品。但是随着家务劳动日趋电器化的发展和家庭居住面积的逐步提高，我国洗碗机市场具有较大发展潜力。中国轻工信息中心的研究分析显示，洗碗机有可能成为近几年我国家用电器中增长最快的一种产品。家用洗碗机有望成为继彩电、洗衣机、冰箱之后的中国家电消费热点。美的洗涤电器制造有限公司是隶属美的日电集团的一级经营单位，与世界上各大知名洗碗机制造商建立了良好的战略合作关系，并通过了GS、CE和EMC等多种认证，拥有行业内最权威的LGA认证。本文对美的洗碗机在上海的营销策略进行分析，通过宏微观营销环境分析、SWOT分析、STP理论和4Ps理论等，来研究美的洗碗机在上海市场当下的营销情况，并针对现有的营销策略问题来作进一步改进建议。
关键字：美的洗碗机 上海 市场 营销环境 营销策略
Abstract: At present, dishwasher is at the stage of being known by consumers in China, which is a kind of advanced consuming product. However，with the development of electric household appliances and the increasing living area of houses, our dishwasher market is promising in the future. The research by China Light Industry Information Center shows that the dishwasher is likely to become the fastest growing household appliance in China in recent years. Household dishwasher is expected to become the China household consumption hot spot following the color TV, washing machine and refrigerator. Media washing appliances manufacturing Co., Ltd. is a business unit of Media, established a strategic cooperative relationship with some world-famous dishwasher manufacturers. It also gained the certification of GS, CE, EMC and the industry's most authoritative LGA certification. This paper analysis the marketing strategy of Media dishwasher in Shanghai through the marketing environment of macro and micro environment analysis, SWOT analysis, STP theory and 4Ps theory to study the dishwasher marketing situation in Shanghai market, and make some suggestions of existing problems for further improvement.
Key words: Media dishwasher Shanghai Market Marketing environment Marketing strategy
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