吸尘器尘袋的市场是一个细分的产业。此产品作为一个家用易耗品,在欧洲的需求

数量非常大。且吸尘器的发明源自于英国,吸尘器一直是英国家庭必备的家电产品,全

英国有98. 5%的家庭使用吸尘器,其中约70%的吸尘器是尘袋式吸尘器。因此吸尘器尘

袋对于英国家庭更是日常必须品。但目前在国内生产的大量尘袋基本上是以仿制国外设

计以简单OEM生产和出口为主。且目前越来越多的小型制造厂商涌现,导致这个行业内

的中、低端产品竞争愈发激烈导致价格水平不断下降、整体盈利能力越发减弱。在髙端

的市场现在又被来自欧洲品牌所占据。而且欧盟对于吸尘器的新能耗ECO标准的执行

在即,对于整个过滤系统提出了更高的要求。鉴于以上的市场现状,ZFT作为这个市场

世界上领先的吸尘器过滤系统的制造型企业需要借用新产品从中突围,取得更大的发

展。

本研究首先对论文的研宄背景做了简单的介绍,并介绍了本论文研宄所需的营销理

论。并分析了欧洲市场吸尘器和尘袋目前使用状况及发展趋势,简单介绍了高容尘无纺

布袋和ZFT公司的背景介绍,为后续的研究提供了基础。然后通过釆用行业分析工具进

行了英国市场的竞争环境和营销现状分析,并对比了市场上存在的竞争产品,分析了 ZFT

在营销上所遇到的问题,以及在英国市场上所具有的竞争优势、劣势、面临的机遇、挑

战,继而对其在英国市场的营销策略展开讨论,本研究为ZFT的高容尘产品在英国市场

的营销提供参考和建议,同时也为过滤行业和中国进出口的其他企业提供一些有益的参

考。

关键词:高容尘无纺布袋;ZFT;国际营销;英国市场;吸尘器

第II页
华东理工大学硕士学位论文

Marketing Strategy for Promoting Super Long Micro-Fiber Dust Bag of

ZFT in UK Market

Abstract

Dust bag used in vacuum cleaners is a small market segment. However, dust bag as a

household consumption goods,its demand quantity is very huge abroad in Europe,especially

in UK market. At present a large number of low-end dust bag in the domestic production is

basically copying foreign design with simple OEM. The sales method is mainly rely on export.

And now more and more small manufacturers have entered this market, which cause

competence of the industry medium and low-end products more fiercely, it prices level keep

decreasing, profitability of enterprise become we汰en. Currently the Germany brand occupied

the middle arid high market and the new Eco design requirement for Vacuum cleaner will be

implemented soon. Thus,ZFT,as a market leader in dust bag field must find way to break

out of the red sea industry.

First the thesis research background of this study made a simple introduction, and introduced

the thesis research institute of marketing theory. Then it analyzes the European market

vacuum cleaners and dust bag currently using situation and developing trend. The thesis

simply introduces the high capacity of dust non-woven bags and ZFT company background

introduction, provides the basis for subsequent research. And it analyze UK market

competition environment and the marketing present situation through using the analysis

tool,and more it compares the existing competitive products with ZFT super-long micro-fiber

dust bag, lunch the ZFT encountered problems in marketing, as well as its competitive

advantages, weaknesses, opportunities, challenges. After that ,the thesis discussed the

marketing strategy for super-long micro-fiber dust bag This article give the advice for ZFT

company to process marketing strategy in the UK market for super-long micro-fiber dust

bag.It also provide the reference suggestion for other companies in the same industry and

import-export company.

Keywords: Super long Micro-Fiber Dustbag; ZFT;International Marketing;UK market;

Vacuum Clearer