摘  要

冰箱作為較早進(jìn)入城市家庭的家用電器，冰箱在國內(nèi)已發(fā)展了20多年。中國的冰箱市場(chǎng)經(jīng)過多年的價(jià)格戰(zhàn)和快速發(fā)展后市場(chǎng)已變得成熟。本文對(duì)中國冰箱行業(yè)的發(fā)展作了分析，本文共五章：第一章介紹冰箱的基礎(chǔ)；第二章介紹了我國冰箱業(yè)的現(xiàn)狀及營銷渠道；第三、四章重點(diǎn)分析了我國未來冰箱市場(chǎng)的主力市場(chǎng)---農(nóng)村市場(chǎng)；第五章簡單分析了我國冰箱本身的發(fā)展方向。本書取材廣泛，僅表達(dá)個(gè)人觀點(diǎn)，僅供參考。

關(guān)鍵詞：冰箱、營銷渠道、市場(chǎng)、農(nóng)村

Abstract
The refrigerator took enters the city family early the domestic electric appliances, the refrigerator in domestic has developed for more than 20 years.After China's refrigerator market passes through many year price wars and the fast development the market has become mature. This article has made the analysis to the Chinese refrigerator profession development, the this article altogether five chapters: First chapter introduces the refrigerator the foundation; Second chapter briefed our country refrigerator industry present situation and the marketing channel; Third, four chapters have analyzed our country with emphasis future the refrigerator market main force market---Rural market; Fifth chapter has simply analyzed our country refrigerator itself development direction.This book selection is widespread, only expresses individual viewpoint, only supplies the reference.

Key words:  Refrigerator, marketing channel, market, countryside

目  錄

摘要...............................................................I
Abstract.........................................................II
第一章 概述......................................................1
1.1、 冰箱的發(fā)明................................................1
1.2、 冰箱的原理................................................1
第二章  冰箱的營銷渠道..........................................2
2.1  中國冰箱業(yè)的現(xiàn)狀...........................................2
2.1.1  產(chǎn)銷規(guī)模...............................................2
2.1.2  技術(shù)優(yōu)勢(shì)...............................................2
2.1.3、市場(chǎng)需求...............................................3
2.2  我國冰箱營銷渠道概況.......................................3
2.2.1  我國冰箱營銷渠道的演變歷史.............................3
2.2.2  我國冰箱營銷渠道的現(xiàn)狀.................................6
2.2.3  我國冰箱營銷渠道的趨勢(shì).................................8
第三章  農(nóng)村冰箱市場(chǎng)發(fā)展.......................................12
3.1  農(nóng)村冰箱行業(yè)..............................................12
3.1.1 市場(chǎng)背景...............................................12
3.1.2  市場(chǎng)及農(nóng)村市場(chǎng)含義....................................13
3.1.3  農(nóng)村消費(fèi)市場(chǎng)特點(diǎn)......................................14
3.1.4  我國農(nóng)村冰箱市場(chǎng)容量..................................16
3.1.5  農(nóng)村冰箱市場(chǎng)存在的問題................................18
3.1.6  農(nóng)村市場(chǎng)消費(fèi)特點(diǎn)......................................19
3.1.7  農(nóng)村市場(chǎng)經(jīng)銷商需求....................................20
3.2  整合資源進(jìn)攻農(nóng)村市場(chǎng)......................................22
3.2.1  人員效率問題..........................................23
3.2.2  產(chǎn)品問題..............................................24
3.2.3  品牌推廣問題..........................................24
3.2.4  售后服務(wù)問題..........................................25
第四章  農(nóng)村冰箱市場(chǎng)的一種細(xì)分方法...........................27
4.1 市場(chǎng)細(xì)分標(biāo)準(zhǔn)的選擇.........................................27
4.2 市場(chǎng)的細(xì)分方法.............................................29
4.3 市場(chǎng)細(xì)分結(jié)構(gòu)分析...........................................31
第五章   未來冰箱發(fā)展方向......................................33
5.1  A級(jí)節(jié)能更走俏.............................................33
5.2  豪華冰箱日益普及..........................................33
5.3  分區(qū)保鮮開始流行..........................................34
5.4  細(xì)節(jié)設(shè)計(jì)融入生活..........................................34
結(jié)論............................................................36
致謝............................................................37
參考文獻(xiàn)........................................................38