随着中国经济的发展,我国厨电市场迅速发展,其中热水器作为与人民生活水平和

生活质量密切相关的产品,需求及普及率不断提升。在热水器市场持续保持高速发展的

同时,各大品牌间的竞争也愈发激烈。如何在外资品牌云集,民营品牌市场份额巨大的

市场环境中生存下来并且保持较高的增长,成为一个值得探讨的课题。

本文将深入探讨我国热水器市场的现状,以NR (中国)投资有限公司在中国热水

器市场的经营为例,为了达到3-5年内成为中国燃气热水器行业中高端品牌领军人物的

目标,寻找适合企业发展的营销战略。通过对公司的现状、内部优势及外部机遇进行分

析,找到与目标间的差距,使用五力竞争分析法、SWOT分析法对企业经营战略进行研

究,并通过市场细分、4P分析法、营销决策的关键要素定量分析确定了企业最终差异

化的营销战略。与此同时,针对全球经济发展的趋势,热水器行业的特点,对绿色环保

产品的幵发及推广,网络销售的新模式开展几方面提出了自己的意见和方案。

关键词:热水器;营销战略;企业战略;营销组合

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华东理工大学硕士学位论文

The Study About Marketing Strategic of NR (CHINA) Investment Co” Ltd.

In Chinese Market

Abstract

As the economy grows, so does the need for kitchen electric market. Along with the

demand and penetration rate rising, water heater market continues to maintain high speed

development. How to survive in the competitive environment between Chinese and foreign

brands with a high growth, it becomes a meaningful topic.

This article will study the current situation of Chinafs water heater market. One example

is the case of the NR (CHINA) Investment Co” Ltd. In China water heater market, looking

for a suitable for the development of enterprise marketing strategy to achieve the goal (to

become the high-end brand of gas water heater industry leader in 3-5 years). Through the

analysis of the current situation, the company's internal advantage and external opportunity,

to fine the gap between the target. The chapter uses the five forces competitive analysis and

SWOT analysis method to study the enterprise business strategy. And it discusses the basic

marketing strategy formulation, through the market segmentation % 4P analysis method md the

quantitative model to determine the enterprise's marketing strategy. Put forward views and

solutions in the production of green products, and develop the network sales.

Keyword: Water heater; Marketing strategy; Enterprise strategy; Marketing mix