20-30%的速度增长。市场竞争也逾发激烈,目前30%的高端市场被10多个国际品牌占据,

70%的中端低端市场主要以200个左右国内品牌为主。
从产业发展的生命周期来看,中国壁挂炉产业处于成长期阶段。2000年前后,国际
品牌占主导地位。然而,近几年来,国内主流品牌的壁挂炉品牌竞争力得到很大的提髙,
无论外观还是内在质量都已经具备一定的竞争力,但销售价格却只有国际品牌一半甚至
更低。从而稳固了其在中低端市场的竞争力。
目前,欧洲市场的壁挂炉市场的增长已呈停滞阶段,各国际品牌纷纷把在中国及其
他新兴市场的增长视为确保其全球增长的关键。
面对不断增长的国内壁挂炉市场需求,某国际公司博世在面对竞争激烈的市场环
境,以及逐步成长的本土品牌,如何在提高其品牌形象和利润率的同时,找到新的增长
点,以确保其在中国市场的市场份额高增长。笔者尝试通对结合行业和公司分析,就目
前博世壁挂炉的产品定位及市场传播现状和问题做出分析,对博世壁挂炉的目标市场,
产品组合,传播策略提出自己的看法。
关键词:博世壁挂炉,定位;产品组合
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华东理工大学硕十学位论文

Market strategy Study for Bosch Wall-hung Boilers in Chinese Market

ABSTRACT

Wall hung boilers industry has been developed in Chinese market for over 1 Oyears. The

current market size is up to 1,000,000 units, arid the market is still growing by 20-30% every

year. It is a very competitive market and the competition is getting higher. Currently, 30%

high end market is dominated by more than 10 international brands while the rest low to end

market dominated by over 200 hundreds local brands.

In view of the Industry Life Cycle theory, wall-hung boilers industry is still under the

growth period in China. In 2000,the market was still dominated by international brands.

However, in recent years, the domestic brands have been catching up. The local brands are

very price competitive with decent quality level. Therefore local brands are very strong in

middle and low end market.

Currently, the growth in European markets is very slow, international brands have aimed

higher growth in Chinese market to ensure total growth globally.

It is very challenging task for Bosch to find a right marketing solution to secure high

growth in Chinese market while maintaining its brand image and profitability.

I try to analyze from market segmentation, information approach analysis of consumers

and Company's internal analysis, put forward some suggestions on the Boilers product

positioning and relevant marketing strategy.

Keywords: Market Segmentation; Target Market; Positioning; Product Portfolio