本文選題：戶式中央空調(diào)　切入點：市場發(fā)展　出處：《西南交通大學》2015年碩士論文　論文類型：學位論文

【摘要】：隨著中國經(jīng)濟的快速發(fā)展,消費者的消費水平不斷提高,消費者對空調(diào)產(chǎn)品的需求越來越大,要求不斷提高。民用舒適性空調(diào)產(chǎn)品正在各個領(lǐng)域,為廣大消費者營造舒適的空間環(huán)境。民用舒適性空調(diào)按其特點大致可分為大型商用中央空調(diào)、戶式中央空調(diào)、傳統(tǒng)家用空調(diào)三類產(chǎn)品。在多年的激烈競爭中,國外品牌憑借其技術(shù)優(yōu)勢占據(jù)了大型商用中央空調(diào)市場的主導地位,中國國產(chǎn)品牌也憑借不斷提高的產(chǎn)品性價比和更受國內(nèi)消費歡迎的營銷方式成為家用空調(diào)市場的主導,而戶式中央空調(diào)利潤豐厚,市場競爭才剛剛開始,備受各空調(diào)企業(yè)的重視,紛紛將戶式中央空調(diào)作為改善經(jīng)營質(zhì)量、擴展市場份額的全新市場。因此,生產(chǎn)企業(yè)要在新的競爭中脫穎而出,制定適合中國市場的戶式中央空調(diào)產(chǎn)品策略,開發(fā)滿足中國消費者使用需求的空調(diào)產(chǎn)品,對于快速搶占市場份額變得尤為重要。本文以市場營銷理論為基礎(chǔ),首先從戶式中央空調(diào)在中國的發(fā)展趨勢和所處的客觀環(huán)境入手,結(jié)合宏觀經(jīng)濟、政策導向、居民消費水平和國內(nèi)技術(shù)水平四方面對我國戶式中央空調(diào)生產(chǎn)企業(yè)的發(fā)展趨勢進行分析,總結(jié)分析出國內(nèi)戶式中央空調(diào)未來幾年的發(fā)展趨勢。其次,運用行業(yè)波特五力模型對中國戶式中央空調(diào)行業(yè)的競爭格局進行分析。第三,以海信空調(diào)公司為調(diào)研對象,對海信戶式中央空調(diào)的市場細分、目標市場、市場定位以及產(chǎn)品狀況予以簡述。并運用SWOT分析海信戶式中央空調(diào)產(chǎn)品的優(yōu)勢、劣勢、機遇和挑戰(zhàn)。最后,從體驗者的角度深入研究消費者對戶式中央空調(diào)的使用需求。進而從需求出發(fā),分析目前戶式中央空調(diào)產(chǎn)品設(shè)計存在的問題,指出先進的技術(shù)手段和可行的設(shè)計思路,改善和健全產(chǎn)品功能,提出以消費者體驗為中心的產(chǎn)品策略。
[Abstract]:With the rapid development of China's economy, the consumer's consumption level is constantly improving, and the consumer's demand for air conditioning products is increasing. According to its characteristics, civil comfort air conditioning can be roughly divided into three categories: large commercial central air conditioning, household central air conditioning and traditional domestic air conditioners. In the fierce competition for many years, Foreign brands have occupied a dominant position in the large-scale commercial central air conditioning market by virtue of their technological advantages. Chinese domestic brands have also become the dominant market for household air conditioners by increasing the price / performance ratio of products and more popular marketing methods for domestic consumption. And household central air conditioning is profitable, and market competition has just begun. It has attracted the attention of all air conditioning enterprises. One after another, household central air conditioning has been regarded as a new market to improve the operation quality and expand market share. Production enterprises should stand out in the new competition, formulate a strategy of household central air-conditioning products suitable for the Chinese market, and develop air-conditioning products that meet the needs of Chinese consumers. On the basis of marketing theory, this paper starts with the development trend and objective environment of household central air conditioning in China, combining with macro economy and policy direction. This paper analyzes the development trend of household central air conditioning production enterprises in China from four aspects of household consumption level and domestic technology level, and summarizes and analyzes the development trend of domestic household central air conditioners in the next few years. This paper analyzes the competition pattern of Chinese household central air conditioning industry by using Porter's five-force model. Thirdly, taking Hisense Air conditioning Company as the research object, the market segmentation and target market of Hisense household central air conditioning are analyzed. Market positioning and product status are briefly described. The advantages, disadvantages, opportunities and challenges of Haixin household central air conditioning products are analyzed by SWOT. From the perspective of experiencers, this paper deeply studies the consumer's demand for household central air conditioners, and then analyzes the problems existing in the design of household central air conditioners from the point of view of demand, and points out the advanced technical means and feasible design ideas. To improve and improve the product function, put forward the consumer experience-centered product strategy.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.6

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