中文摘要
随着国民物质生活水平的不断提高,人们对于饮水质量及卫生安全提出了越
来越高的要求。伴随着环境和水资源污染严重程度的不断升级,饮水安全问题越
来越成为日常生活中亟需解决的问题之一。虽然20世纪末期出现的桶装水在一
定程度上缓解了饮水安全问题带来的危害,然而由于二次污染、高耗能及劣质桶
装水等问题的出现,人们越来越需要一种能够提供更加清洁、安全水质的净水产
品,以确保日常生活的健康安全
厦门尚好泉生物科技有限公司成立于1997年,是一家以销售中高端净水设
备产品为主的公司,产品主要分为家用水处理系统,厂矿、学校、写字楼用水处
理系统,商用水处理系统及工业水处理系统四大类别。由于营销制度及营销手段
的相对缺乏,公司历年销售业绩增长缓慢,预计2013年销售额1000万元,主要
市场为厦门及周边城市,市场份额占比低于5%,其中60%以上销售额来源于家用
水处理系统产品的销售
虽然经过十多年的发展,公司的尚好泉牌净水产品得到了用户的不断认可和
好评,但是公司如何在激烈的竞争环境中脱颖而出,进一步扩大市场占有率、提
高产品知名度,应对日益激烈的竞争环境,将是公司亟需解决的重要问题
本论文通过收集、整理行业内外相关数据、竞争对手相关资料、依据消费者
行为的内外因素设计调查问卷,消费群体调研采集数据,通过SPSS软件进行统
计分析,相关分析等方式,立足于厦门尚好泉公司现状及发展规划,结合《市场
营销》、《消费者行为学》、《市场调研方法与应用》、《战略管理》等相关课
程知识,从消费者行为学与4C理论等角度出发,分析影响消费者购买的原因及
关键因素,进而制定尚好泉公司净水器产品营销策略,以期使得公司在激烈的竞
争环境中脱颖而出,不断成长壮大
关键词:净水器;消费者行为;营销策略
Abstract
Along with the development of the improvement of people's live standard,
people request higher demands on tiie quality and safety of drink water. Especially
with more serious pollutions of environment and water resource,the concerning of
safe drink water has become a more and more important issue that needs to be solved
as soon as possible in people's daily live. Although the bottled water which started in
the end of 20th century relieved the damage caused by the safety of drink water to
some extent,people need water purifiers urgently than ever before which can provide
thom more clear and safe water to make sure the health and safety of their live when
there are more problems of bottled water from secondary contamination, intensive
energy consumption and inferior products.
Xiamen Shanghaoquan Biological Technology Ltd. is a trading corporation
mainly for water purifiers in the mid-market and high-end market. It was established
in 1997. There 财 four series of water purifiers separately for residential water
purifying systCTi, company, school and office building water purifying system,
commercial water purifying system and industrial water purifying system. The
corporation did not grow fast as expectation because the weakness of marketing over
the past years. The estimated turnover is 10 million yuan in 2013,mainly coming
from the market of Xiamen area and surrounding cities with less than 5% market
shares, in which more than 60% comes from water purifiers for residential water
purifying system.
After years of development, the water purifiers of brand Shanghaoquan is
becoming more and more acceptable by customers in the market. It becomes a more
serious issue to Xiamen Shanghaoquan that how to be successful in such a fierce
competitive environment by increasing market shares and improving brand
recognition.
Abstract
This thesis is going to analyze the reasons and the critical factors of consumer
behaviors during the process of decision-making and make a marketing strategy for
water purifiers of Xiamen Shanghaoquan to help the corporation to be more
successful in competition and grow up step by step by using the knowledge of
consumer behavior and 4C theory according to the courses of Marketing,Consumer
Behavior, Method of Market Investigation and Application and Strategy Management
with consideration of the current situation and strategic plan of Xiamen
Shanghaoquan. The questionnaire will be designed basing on internal and external
factors of consumer behavior and the data of water purifier industry and competitors
of Xiamen Shanghaoquan. All data are going to be processed by SPSS for statistical
analysis and correlated analysis.
Keywords: Water purifier; Consumer behavior; Marketing strategy
第一章导论
第一节选题背景与研究意义
一、研究背景
(一〉水资源健康问题的日益严重性
中国经济的发展进程,是随着工业化不断发展进步与生态环境不断恶化的鲜
活写照。随着工业化的不断进步,不同地区甚至是全国都普遍性地出现了不同程
度的水质污染问题,并且这种污染变得越来越严重和普遍。到目前为止,不仅城
市面临着严重的水污染问题,甚至连广大的农村地区也同样面临着水污染及水污
染所带来的一系列其他问题。尤其是近年来,作为全球人均水资源相对贫乏国家
之一的中国,水污染事件更是频频发生、水污染物排放量居高不下,江河湖泊己
经成为工厂倾倒废水的下水道,保障饮水安全已刻不容缓
起步于20世纪90年代的中国净水器行业,经过了多年的不断发展已经具备
了一定的规模。同时,伴随着中国工业化进程的不断推进,环保问题及水资源问
题越来越显得突出和严重,这些因素都使得中国净水器市场呈现出高速发展的势
头。目前,我国北京、上海、广州、深圳四大城市净水器产品的使用率已经达到
13%以上,但我国净水器产品的整体使用率估计仅在2%6%左右,与欧美等发达
国家净水器产品使用率50%70%相比较,我们国家的净水器产品使用率相当低
工业化进程的发展虽然带动着经济的发展,但是同时也使得我们生存的环境
的恶化变得越来越严重。近年以来,在中国各地污染事件不断增多的同时,中国
消费者的环保消费意识以及健康生活意识也得到显著的提高,为净水器产品在市
场上的认知度和接受度提供了良好的发展环境
(二)净水器产品发展机遇与风险并存
1、净水器产品的巨大商机
从2012年起,中国净水器行业不但发展突飞猛进,而且伴随着各个厂家的
大力宣传也更加使得整个行业的市场前景变得无限光明。未来,随着国内居民对