摘要：随着家电业的竞争越来越激烈，产品同质化趋势日益明显，家电产业格局也进行了重新洗牌，竞争趋向于非理性化，新进的企业的竞争形式主要建立在其主流产品市场经验基础上，而非建立在现实冰箱消费者的需求上。在这种情况下，05年国内冰箱市场销量出现至少4%的下降，国内冰箱厂家都倾向于出口。基于此，本文拟着重从消费者普遍关心的几个基本点为基点剖析消费者的需求，建立购买决策模型，并提出相应的解决办法，并以美菱冰箱为例对家电类产品的营销策略做实证分析。

关键词：购买决策 营销策略 购买决策模型 菲利普·科特勒购买行为模式

Abstract: As home appliance industry in the increasingly fierce competition, product homogenization trend is increasingly clear, home appliance industry also undertook reshuffle, competition tends to be irrational, new enterprise form of competition is largely based on the mainstream products in the market on the basis of experience, rather than based on practical needs of consumers on the refrigerator. In this case, 05 years sales of the domestic refrigerator market appeared at least 4% decline, the domestic refrigerator manufacturers tend to export. Based on this, this paper emphatically from the consumers generally concerned about several basic point of consumer demand, to establish the purchase decision model, and proposes the corresponding solution, and to Meiling refrigerator as an example of home appliances products marketing strategy to do empirical analysis.

Key words: Purchase to Make Policy；Marketing Strategy；Purchase Decision Model； Phlips Kotler's purchase Decision Model.