论文:如何提高产品市场占有率

长期以来，市场占有率一直是企业所关注的焦点，因为市场占有率能够直接反映企业在行业中的地位和实力。在市场占有率导向下，企业想尽各种办法来提高市场份额。在产品“同质化现象”日益严重的家电行业，为了提高市场占有率，企业不惜牺牲利润而大幅度降价，价格战成了企业竞争的唯一法宝。这不仅对企业本身是一种伤害，同时也损害了整个行业的利益。
本文针对我国空调行业，以美的空调为实例，通过大量的案例分析，对如何提高产品市场占有率这一问题提出了可行性的建议。本文按照找出问题、分析问题和解决问题的思路进行写作，共分为三章：
第一章,界定了“市场占有率”的概念，阐述了企业提高产品市场占有率的意义和局限性；
第二章，对我国空调行业现状以及美的空调在营销过程中存在的问题进行分析。文章认为，市场推广不到位是美的空调最大的不足；
第三章，针对问题，作者提出了企业提高市场占有率的两大策略，即挤占对手份额的策略和总体份额提升的策略。并对两种策略进行了详细的论证，文章认为，我国的空调市场尚未形成饱和，在这一阶段，企业应以挤占对手份额的策略为主来提高产品市场占有率。
本文强调：企业在提高市场占有率的同时，应以适当的利润为支持。因为，拥有短暂的市场占有率不等于拥有稳固的市场地位，若企业以牺牲自身利润为代价换来高市场占有率，而自身又缺乏强劲的实力，最终结果往往适得其反。企业应记住，提高产品市场占有率要另辟蹊径，不能仅局限于价格战。关键词：市场占有率 提高 策略

Abstract
For a long time, the occupation rate of market has been a focus paid close attention to for enterprise all the time because the occupation rate of market can reflect position and strength that enterprises are in the trade directly. Lead by occupation rate of market enterprise seek for various kinds of way of raising mark. In the serious electrical home appliances trade, which has serious day-by-day homogeneity inaction phenomenon of the products. In order to improve the occupation rate of market, the enterprise does not hesitate to sacrifice profits and make a reduction by a large margin, the price ends in the only magic weapon of enterprise competition. This is not only a kind of injury to enterprise itself, but also damaged interests of the whole going industry at the same time.
This text regard air conditioner as the instance, and though a large amount of case analysis to the air conditioner trade of our country to how to improve products occupation rate of market issue .This text carries on the writing according to the train thought of finding out the problem analyzing the problem and solving the problem, it divided into three chapters altogether. Chapter one the author defines the concept of “occupation rate of market”, which has explained that enterprises improve the meaning and limitation of the occupation rate of market of the products; Chapter two analyze about the current situation of air conditioner trade of our country and question that the air conditioner exist in the course of marketing. The article propose that an completely marking is greatest deficiency of midea air conditioner; Chapter three, to the question that exits the author has proposed that enterprises improve by two major tactics of the occupation rate of market, namely tie up the tactics that rival’s share tactics and overall share promote.