中国是全球最大的冰箱制造和需求国，整个欧亿·体育（中国）有限公司的发展也日趋完善和成熟。国内冰 箱企业无论在生产技术工艺、产品的性能外观、产业链的整合方面都已走在世界的前列， 冰箱制造企业的自主研发能力也处于国际领先水平。目前全球冰箱年产1.83亿台左右， 中国产能在9650万台左右，占比为53%，全球冰箱产能还将进一步向中国转移，国内 冰箱欧亿·体育（中国）有限公司充满机遇与挑战。 本文采用案例研究法、文献研究法等，立足当前国内冰箱欧亿·体育（中国）有限公司的竞争格局及未来的 发展趋势。就市场竞争格局来说，一线竞争品牌分别是海尔、美的、容声及美菱，它们 的市场份额占比超过65%，二线主要竞争品牌分别是HOMA、TCL、创维、康佳。就其 趋势而言，中国国内冰箱欧亿·体育（中国）有限公司经过家电下乡时代（2009年-2012年）及节能惠民（2013 年-2014年）时代高速成长，冰箱欧亿·体育（中国）有限公司进入所谓的“后家电下乡时代”，市场规模增速趋 于平稳，已进入一个存量为主的市场阶段，消费需求在升级。 同时对HOMA的发展历程作了相应描述，对国内市场的宏观政治环境、经济环境、 技术环境及微观欧亿·体育（中国）有限公司竞争环境、消费者需求环境、HOMA内部环境作了相关分析，就 HOMA冰箱国内市场营销策略的现状及存在的问题进行了深度的研究，并利用SWOT 工具对HOMA公司进行了优势、劣势、机会与威胁的分析。结合STP理论，针对HOMA 营销策略存在的问题提出优化对策建议。对于HOMA冰箱如何突破市场发展的瓶颈， 打破目前市场占有率徘徊不前的疲态格局，扭转当前的下滑趋势，如何提高市场占有率， 提升品牌影响力，如何进军一线品牌阵营。本文给出了明确的发展方向。 关键词：营销策略；价格；渠道；家电市场 II Abstract As the largest country for manufacturing and consumption of refrigerators, development of China’s cooling industry becomes increasingly mature. Besides production technology, product performance and supply chain optimization, Chinese refrigerator manufacturers also take a global leading position in capability of independent R&D. Current global production of refrigerator is around 183 million pcs, including 96.5 million pcs from China, which accounts for 53% of worldwide volume. Moreover, percentage of China manufacturing in the industry continues to grow, adding more opportunities as well as challenges to domestic manufacturers. By literature research, qualitative research plus case study, this thesis discusses current competition and development trend of China’s refrigerator industry. Among which, Haier, Midea, Ronshen and Meiling are viewed as the A-brands, occupying 65% of market share; whereas the B-brands include Homa, TCL, Skyworth and Konka. Thanks to government's programs of “Homa Appliances to the Countryside” (2009 ~ 2012) and “Promoting Energy-Saving Products” (2013 ~ 2014), Chinese refrigerator industry witnessed a rapid growth. After that, as quite a saturated market with smooth increase, more emphases are placed on the upgrade of consumption demand. On the other hand, in order to make an in-depth study of Homa’s domestic business, this thesis performs an analysis on macro-factors including politics, economy and technology, plus the micro-topics like industry competition, consumption demand and Homa’s situation, in addition to Homa’s SWOT (Strengths, Weaknesses, Opportunities and Threats). Then on the basis of STP Theory (Segmentation, Targeting, Positioning), solutions to optimize Homa’s domestic marketing strategy are proposed. Also, this thesis provides clear guidance for Homa to have true breakthroughs in domestic market development like boosting the market share, strengthening brand perception and entering the rank of A-brands. Key Words: Marketing Strategy; Price, Place; Home Appliance Market III 目 录 摘要 ........................................................................................................................................... I Abstract .................................................................................................................................... II 第一章 绪论 .............................................................................................................................. 1 1.1 论文的选题背景及研究意义 ......................................................................................... 1 1.1.1 论文的选题背景 ....................................................................................................... 1 1.1.2 研究意义 ................................................................................................................... 1 1.2 国内外研究现状 ............................................................................................................. 2 1.2.1 国外相关理论研究 ................................................................................................... 2 1.2.2 国内相关理论研究 ................................................................................................... 3 1.3 论文研究的主要内容和方法 ......................................................................................... 4 1.3.1 主要研究内容 ........................................................................................................... 4 1.3.2 研究方法 ................................................................................................................... 5 第二章 HOMA公司概况 ........................................................................................................ 6 2.1 HOMA公司介绍 ............................................................................................................. 6 2.2 HOMA的发展历程 ......................................................................................................... 6 2.3 HOMA主要业务板块 ..................................................................................................... 7 2.3.1 ODM出口业务 .......................................................................................................... 7 2.3.2 ODM内销业务 .......................................................................................................... 7 2.3.3 自主品牌国内销售业务（OBM） .......................................................................... 7 2.4 本章小结 ......................................................................................................................... 7 第三章 HOMA的市场定位与营销策略现状及问题 ............................................................ 8 3.1 HOMA的目标市场选择与市场定位 ............................................................................. 8 3.1.1 HOMA的目标市场选择 ........................................................................................... 8 3.1.2 HOMA的市场定位 ................................................................................................... 9 3.2 HOMA的营销策略现状 ............................................................................................... 10 3.2.1 产品策略 ................................................................................................................. 10 3.2.2 价格策略 ................................................................................................................. 15 3.2.3 渠道策略 ................................................................................................................. 17 IV 3.2.4 促销策略 ................................................................................................................. 19 3.3 营销策略问题 ............................................................................................................... 20 3.3.1 产品策略问题 ......................................................................................................... 20 3.3.2 价格策略问题 ......................................................................................................... 22 3.3.3 渠道策略问题 ......................................................................................................... 22 3.3.4 促销策略问题 ......................................................................................................... 24 3.4 本章小结 ....................................................................................................................... 25 第四章 HOMA的市场环境分析 .......................................................................................... 26 4.1 宏观