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随着改革开放的发展,国内彩电市场已形成了较完整的、成熟的消费市场。消费者的需求品味不断变化,市场竞争日趋激烈。因此,及时、准确地把握市场脉膊,洞悉市场发展趋势,以制定有效的市场营销策略就成为企业竞争取胜的关键。本文根据华南市场研究公司93年对京、沪、穗三地彩电市场的定期研究所提供的信息,对该三地彩电市场进行透析,并提出一些相应的营销策略。研究显示,京、沪、穗三地彩电市场既有共同之处,这反映了国内城市彩电消费市场的共性;又有相异点,显示出明显的地区市场特征。
With the development of reform and opening up, the domestic color TV market has formed a relatively complete and mature consumer market. The taste of consumers’ demands is constantly changing and the market competition is becoming increasingly fierce. Therefore, timely and accurate grasp of the market pulse, insight into market trends, in order to develop an effective marketing strategy has become the key to business competition to win. Based on the information provided by the South China Market Research Corporation’s 93-year regular research on the color TV market in Beijing, Shanghai and Guangzhou, the paper analyzes the color TV market in the three places and puts forward some corresponding marketing strategies. Research shows that the color TV markets of Beijing, Shanghai and Guangzhou have both in common, which reflects the commonality of the color TV consumer market in China; there are also different points that show obvious regional market characteristics.