本文選題：熱水器 + 營銷戰(zhàn)略　； 參考：《華東理工大學(xué)》2015年碩士論文

【摘要】：隨著中國經(jīng)濟(jì)的發(fā)展,我國廚電市場迅速發(fā)展,其中熱水器作為與人民生活水平和生活質(zhì)量密切相關(guān)的產(chǎn)品,需求及普及率不斷提升。在熱水器市場持續(xù)保持高速發(fā)展的同時(shí),各大品牌間的競爭也愈發(fā)激烈。如何在外資品牌云集,民營品牌市場份額巨大的市場環(huán)境中生存下來并且保持較高的增長,成為一個(gè)值得探討的課題。 本文將深入探討我國熱水器市場的現(xiàn)狀,以NR(中國)投資有限公司在中國熱水器市場的經(jīng)營為例,為了達(dá)到3-5年內(nèi)成為中國燃?xì)鉄崴餍袠I(yè)中高端品牌領(lǐng)軍人物的目標(biāo),尋找適合企業(yè)發(fā)展的營銷戰(zhàn)略。通過對(duì)公司的現(xiàn)狀、內(nèi)部優(yōu)勢及外部機(jī)遇進(jìn)行分析,找到與目標(biāo)間的差距,使用五力競爭分析法、SWOT分析法對(duì)企業(yè)經(jīng)營戰(zhàn)略進(jìn)行研究,并通過市場細(xì)分、4P分析法、營銷決策的關(guān)鍵要素定量分析確定了企業(yè)最終差異化的營銷戰(zhàn)略。與此同時(shí),針對(duì)全球經(jīng)濟(jì)發(fā)展的趨勢,熱水器行業(yè)的特點(diǎn),對(duì)綠色環(huán)保產(chǎn)品的開發(fā)及推廣,網(wǎng)絡(luò)銷售的新模式開展幾方面提出了自己的意見和方案。
[Abstract]:With the development of Chinese economy, the market of kitchen electricity in China is developing rapidly. As a product closely related to people's living standard and quality of life, the demand and popularization rate of water heater are increasing.In the water heater market continues to maintain high-speed development at the same time, the competition between the major brands are becoming increasingly fierce.How to survive and maintain a high growth in the market environment in which foreign brands gather and private brands have a huge market share has become a topic worthy of discussion.This paper will discuss the current situation of water heater market in China, take the operation of NR (China) Investment Co., Ltd in China water heater market as an example, in order to achieve the goal of becoming the top brand leader in China's gas water heater industry within 3-5 years.Looking for the marketing strategy suitable for the development of the enterprise.Through the analysis of the present situation, internal advantages and external opportunities of the company, the gap between the company and the target is found. The SWOT analysis method is used to study the business strategy of the enterprise, and the 4P analysis method of market segmentation is used.The quantitative analysis of the key elements of marketing decision determines the marketing strategy of enterprise's final differentiation.At the same time, according to the trend of global economic development, the characteristics of water heater industry, the development and promotion of green environmental protection products and the development of a new model of network sales, the author puts forward his own opinions and plans.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F416.6

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