澳柯玛

本文的第二、第三、第四章对澳柯玛发展的内外环境进行了详细阐述，通过SWOT分析得出制定战略的重要依据。

This second , third and fourth chapter are to focus on detailed internal and external environment affecting the development of Aucma through the SWOT analysis , an important basis for deriving the development strategies .

结合青岛澳柯玛集团采用PLC改造400t压力机控制系统的实例，论述了PLC电气控制系统的控制原理、硬件选择、程序设计。

Combine with the sample of PLC control system for 400t pressing machine in Qingdao AUCMA Group , the system 's control principle , component choose , and programmer design are studied in this paper .

并对澳柯玛小家电天津地区的渠道策略加以阐述，又从传统的4P的角度对渠道中的产品、价格和促销策略进行分析阐述。

And the AUCMA appliance in Tianjin region of channel strategy , and from the perspective of the use of traditional products , price and the channel sales strategy analysis .

第四章澳柯玛冰柜业务外部环境分析。

The fourth chapter is the analysis on external environment .

青岛澳柯玛办公楼加固的设计与应用

The Design and Application of Reinforcement of Ao-Ke-Ma Office Building in Qingdao

对澳柯玛冰柜营销策略进行总结，提出进一步需要研究的问题。

Summarize the marketing strategy , and put forward the further research problems .

澳柯玛公司分销渠道的研究

Research on the Distribution Channel of Aucma Group

第五章澳柯玛冰柜营销策略优化。

The fifth chapter is the marketing strategy .

青岛澳柯玛集团母子公司管理控制研究

Research for Administration and Control of the Parent Company-subsidiary Company Relationship on Qingdao Aucma Group Company

第三章澳柯玛冰柜内部条件和营销现状分析。

The third chapter is the analysis on internal conditions and marketing situation of AUCMA freezer .

2006年4月，澳柯玛公司因控股股东占用巨额资金而导致公司危机的爆发。

In April 2006 , crisis occurred to AUCMA company because its dominant shareholders occupied an enormous sum of money .

主要对澳柯玛冰柜业务的内部条件进行了介绍，对澳柯玛冰柜业务现有营销策略进行了分析，并提出澳柯玛冰柜营销存在的问题。

This part mainly introduces the internal conditions and the existing marketing strategy , then puts forward the problems on marketing .

本文通过分析澳柯玛小家电的市场情况和渠道现状，发现天津地区渠道的优势和劣势。

By analyzing the AUCMA appliance market situation and channel in Tianjin region , find the advantages and disadvantages of the channel .

重组后，澳柯玛公司完善了公司治理，建立了财务管控体系，危机管理取得了较好的效果。

After reorganization , AUCMA company perfected corporate governance , established financial regulation system , and gained preferable effect in crisis management .

澳柯玛冰柜产品失去一线优势其原因是多方面的，其中之一就是澳柯玛冰柜的市场营销策略不得当。

The reasons that AUCMA freezer lost its advantage are in many aspects , one of which is the improper marketing strategy .

澳柯玛开拓国际市场的同时，同样注重本土市场的发展与巩固。

In the meanwhile of exploring the international market , Aucma places a similar emphasis on the development and strengthening of the domestic market .

面对现状，澳柯玛想重振冰柜产业优势，与国内品牌海尔、海信、美菱等进行竞争。

Facing on the current situation , AUCMA wanted to revive its freezer advantages in order to compete with the domestic brand Haier , Hisense , Meiling .

危机爆发后，在有关各方的共同努力下，澳柯玛公司成功化解危机，并进行了重组，实现了控制权的转移。

AUCMA company succeeded in defusing the crisis , carrying out reorganization , and achieving transfer of control by the joint effort of related parties after outbreak of the crisis .

本文试图通过分析澳柯玛冰柜的营销现状、其面对的宏微观环境等得出澳柯玛冰柜营销出现的问题，并有针对性地优化澳柯玛营销策略，最后提出实施优化的保障措施。

This paper attempts to optimize the marketing strategy directly through the analysis on the marketing situation and macro and micro environment , and finally puts forward the optimization safeguard measures .

第一章绪论。主要针对澳柯玛冰柜营销现状，提出本文研究的问题，并对本文的研究意义、研究方法及内容和创新点进行了简要阐述。

The first chapter is introduction , which is mainly talked about the present marketing situation of AUCMA freezer and put forward the problem , the research significance , research method and content and innovation .

根据澳柯玛冰柜存在的问题提出澳柯玛冰柜营销策略优化建议。主要包括细分市场、目标市场和定位策略、产品策略、渠道策略、促销策略和品牌策略等方面。

According to the problems above , here gives some suggestions , as market segmentation , target market and positioning strategy , product strategy , channel strategy , promotion strategy and brand strategy and other aspects .

本文对澳柯玛小家电天津地区渠道策略的分析具有双重意义，一方面；对天津地区的研究结论可以改进天津地区的渠道工作，提高天津地区的销售业绩。

This paper AUCMA appliance in Tianjin region has double channel strategy analysis , on one hand , The research results in Tianjin area in Tianjin region can improve the work , improve the channels of Tianjin area sales performance .

很快澳柯玛多元化失败，公司新的领导班子决定将业务集中在冰柜、小家电和电动车业务上，但是此时澳柯玛曾经占绝对优势的冰柜市场已被其他品牌夺走，澳柯玛下滑成二线品牌。

The plurality was failed soon , and the new leadership decided to focus on business in freezer , small household electrical appliances and the electric car , but AUCMA which had ever been in absolutely advantage was in place of other brand at that time .