本文選題：凈水機(jī) + 洛陽市場�。� 參考：《河南科技大學(xué)》2014年碩士論文

【摘要】：工業(yè)社會的發(fā)展，給人們的日常生活帶來了巨大的飲水危機(jī)，人們賴以生存的水資源日益匱乏，并且污染越來越大，污染源越來越復(fù)雜，如何才能喝到干凈、安全、健康的水，已經(jīng)成為消費者考慮的問題之一。消費市場的表現(xiàn)在于，，消費者由最初的被動認(rèn)知上升到了主動了解此類產(chǎn)品的學(xué)習(xí)購買階段，這對銷售凈水處理產(chǎn)品的小微企業(yè)來說，是深入市場擴(kuò)大份額的大好機(jī)會。同時必須認(rèn)識到大多數(shù)小微企業(yè)是銷售服務(wù)型公司，面對的是局部市場，受上游大型生產(chǎn)企業(yè)價格控制以及產(chǎn)品線局限的影響，在競爭日益激烈的銷售市場往往隨波逐流，不能有效主動的掌握市場發(fā)展趨勢，如何制定針對性且行之有效的市場營銷策略愈發(fā)顯得重要。如何把握市場機(jī)會，深耕細(xì)作取得更大市場份額，這就要求銷售型公司要有良好的營銷策略。 本文在市場營銷策略已有的研究基礎(chǔ)上，采用問卷調(diào)查的方法了解掌握洛陽凈水機(jī)市場發(fā)展?fàn)顩r，從產(chǎn)品策略、價格策略、通路策略和推廣策略四個方面分析洛陽凈水機(jī)存在的問題；從宏觀、微觀環(huán)境對凈水機(jī)的市場行情進(jìn)行分析，通過SWOT方法分析BJ凈水機(jī)公司自身優(yōu)劣勢，結(jié)合自身的市場定位進(jìn)行市場細(xì)分和目標(biāo)市場選擇，根據(jù)市場需求對用戶進(jìn)行分類和購買要素分析，最終通過BJ凈水機(jī)公司的產(chǎn)品策略、價格策略、促銷策略、服務(wù)策略四個方面有針對性地制定行之有效的市場營銷策略，發(fā)現(xiàn)機(jī)會、抓住機(jī)會，從而擴(kuò)大公司規(guī)模。
[Abstract]:The development of industrial society has brought a huge drinking water crisis to people's daily life. The water resources on which people depend for survival are increasingly scarce, and the pollution is becoming more and more serious, and the pollution sources are becoming more and more complex. How can we drink clean, safe and healthy water? Has become one of the consumer considerations. The performance of the consumer market lies in the rise from the initial passive cognition to the learning and purchasing stage of the active understanding of such products, which is a great opportunity for small and micro enterprises selling clean water treatment products to expand their market share. At the same time, it must be recognized that the majority of small and micro enterprises are sales and service companies that face local markets, and that, affected by price controls by large upstream producers and product line constraints, increasingly competitive marketing markets tend to follow suit, Unable to effectively grasp the market development trend, how to formulate targeted and effective marketing strategy becomes more and more important. How to grasp the market opportunity and gain a greater market share by deep cultivation and detailed cultivation requires a good marketing strategy for a sales company. On the basis of the existing research on marketing strategy, this paper uses the method of questionnaire to understand the market development of Luoyang water purifier, from the product strategy, price strategy, This paper analyzes the problems existing in Luoyang water purifier from four aspects of access strategy and promotion strategy, analyzes the market situation of water purifier from macro and micro environment, and analyzes the advantages and disadvantages of BJ water purifier company by SWOT method. Combined with its own market positioning to carry out market segmentation and target market selection, according to the market demand to classify and purchase elements of the user analysis, finally through the BJ water purifier company's product strategy, price strategy, promotion strategy, Four aspects of service strategy make effective marketing strategy, discover opportunities, seize opportunities, and then expand the size of the company.
【學(xué)位授予單位】：河南科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.4

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