基于财务数据可视化的美的集团营销策略改进研究

基于财务数据可视化的美的集团营销策略改进研究(论文12000字)
摘 要
随着全球经济的飞速发展，越来越的人注意到了财务数据的重要，他们之中有些缺乏专业的财务知识，并不能很好地理解隐藏在财务报表背后的含义。因此，数据可视化迎来了发展契机。
本文将以家用电器龙头企业美的集团作为研究对象，以其财务数据为基础，进行美的集团营销战略的分析，通过了解其经营现状，希望借助可视化工具深入研究其成长过程，将发现的问题进行总结，最后提出相应的改进建议。
本文首先介绍了该论文研究背景、主要研究内容与方法、国内外研究现状；其次介绍了美的集团经营现状及所在行业的状况，对美的集团的市场竞争结构行了分析，并于同行业竞争者-海尔集团进行对比，分析二者营销策略上的不同之处；再者，将财务数据利用现有的财务表达工具和可视化实现效果图，并利用与营销相关的财务指标进行结果分析；最后基于可视化分析提出针对美的集团的营销战略改进，并进一步提出一些展望。
关键词：美的集团  财务数据  可视化  营销策略
 
Research on the improvement of Group marketing strategy based on the visualization of financial data
ABSTRACT
With the rapid development of global economy, more and more people noticed the importance of financial data, some of them are short of professional financial knowledge, and can't well understand the meaning behind the hidden in the financial statements. Therefore, data visualization ushered in an opportunity for development.
This article will take the group of the leading enterprise of household appliances as the research object, based on its financial data, carry on the analysis of marketing strategy of Midea Group, through understanding the current situation of its operation, hoping to deeply study its growth process with the help of visualization tools, summarize the problems found, and finally put forward the corresponding suggestions for improvement.
First of all, this article introduces the research background, main research contents and methods, and the research status at home and abroad. Then, it introduces Midea Group’s current situation and its industry, analyses Midea Group’s market competition structure and Haier Group is compared with Midea Group, a competitor in the same industry, and analyses the differences between the two marketing strategies. Thirdly, it makes use of the existing financial data. Finally, based on the visualization analysis, the paper puts forward the improvement of marketing strategy for Midea Group, and further puts forward some prospects.
Key words: Midea Group；financial data；visualization；marketing strategy

目  录
摘 要    I
ABSTRACT    II
第一章    绪论    1
1.1 研究背景    1
1.2 论文研究内容与方法    1
1.2.1 研究内容    1
1.2.2研究方法    2
第二章    文献综述    3
2.1国内外研究综述    3
2.2 文献述评    4
第三章    美的集团的经营现状    6
3.1    美的集团及所在行业简介    6
3.1.1美的集团简介    6
3.1.2家用电器行业简介    6
3.2    美的集团的市场竞争结构    7
3.2.1市场结构分析    7
3.2.2竞争结构分析    7
3.3 美的集团与海尔集团的营销策略对比    9
第四章 美的集团财务数据可视化分析    10
4.1现有财务表达效果    10
4.2现有财务表达效果的弊端    12
4.3基于魔镜软件实现的数据可视化    12
4.3.1报表数据的可视化效果呈现    12
4.3.2 营销财务指标的可视化效果呈现    15
第五章 基于可视化分析的营销战略改进    19
第六章 研究结论与展望    21
6.1研究结论    21
6.2展望    22
参考文献    23
致 谢    26