格力空调竞争战略研究.doc

研究报告格力空调竞争战略研究年级:2015专业:市场营销学号:M51514025姓名:田子艳联系电话:**********Email:******@0项目摘要.....................................................................3关键词......................................................................3第一章绪论.................................................................3选题依据.............................................................3研究背景.......................................................3研究目的与内容.................................................3研究设计(技术路线)...........................................4研究方法.............................................................4研究条件.............................................................5可行性分析.....................................................5经费预算.......................................................5项目可能的创新点.....................................................6预期成果及时间安排...................................................6第二章竞争战略理论研究.....................................................6竞争战略概念.........................................................6竞争战略的形式.......................................................7竞争战略的层次.......................................................8波特的竞争理论分析...................................................8五力模型.......................................................8三大一般性战略.................................................9价值链.........................................................9第三章空调行业环境分析...................................................10空调行业现状........................................................10中国空调行业发展趋势................................................11空调行业竞争结构....................................................12第四章格力空调发展现状....................................................14董明珠谈格力现状....................................................14格力竞争力分析......................................................14技术创新能力..................................................14营销竞争力....................................................151品牌竞争力.................................