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摘要
近年来中国经济高速发展，不仅引领全球经逐渐转暖，同时也为国内各行各业提供
了前所未有的发展空间，再加上互联网技术的深度应用，越来越多的传统企业迅速崛起，
中国的净水器行业也在这一轮的经济增长中受益匪浅。因为国人的健康意识明显提升，
所以家用净水器的市场也全面打开，但是在机遇背后存在着巨大的风险，行业内部的企
业数量不断攀升，竞争也日趋激烈，如果企业没有自身独有的核心竞争力作为支撑，那
么必然无法在市场发展中突围。对于生产型企业而言，优秀的营销策略是企业生存和发
展的生命线，只有对企业掌握的各类资源和优势进行全面整合，完成一套科学有效的整
合营销策略，才能帮助企业在激烈的行业竞争中立于不败之地
S集团是一家传统的家电企业，目前因为新产品净水器的营销问题而陷入发展的瓶
颈，本文将以S集团净水器所处的家用电器行业为研究背景，以S集团净水器营销策略
为研究对象，从当前最为科学的整合营销角度出发，使用4C等先进的营销理论和模型，
帮助S集团建立与客户之间可信任、可持续的关系，培养客户的品牌忠诚度的新整合营
销策略，由此提升S集团净水器的市场占有率，创造新的利润空间。帮助S集团提升整
合营销在企业的经营管理中的战略地位，从而使企业逐步获得行业的话语权。论文首先
从企业真实营销状况出发，使用了企业调研法、定性定量分析法，行业比较研究等方法，
全面的分析了净水器行业现状与发展趋势，具体剖析S集团净水器营销现状，找出S集
团净水器当前营销中的核心问题，通过整合营销相关的理论，分析营销环境,找出问题
的成因，最终为S集团净水器打造了一套切实可行的整合营销发展策略
本文的研究成果不仅可以解决当前S集团净水器的营销困境，同时还可以为行业内
其他同行企业解决相似问题提供专业的指导和建议
关键词：整合营销、S集团、净水器、建议与对策
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The Study on Integrated Marketing Strategy of S Group Water Purifier
Abstract
In recent years, the rapid development of China's economy has not only led to a gradual
global warming, but also provided unprecedented development space for various domestic
industries. In addition, with the deep application of Internet technology, more and more
traditional enterprises have risen rapidly. China's water purifier industry has also benefited
from this round of economic growth. Because the health awareness of the people has
obviously improved, the market for household water purifiers has also been fully opened, but
there are huge risks behind the opportunities. The number of enterprises in the industry is
constantly rising and the competition is becoming increasingly fierce. If the enterprise does
not have its own unique core competitiveness as support, it will not be able to break through
the development of the market. For production-oriented enterprises, excellent marketing
strategy is the lifeline of the survival and development of enterprises. Only by integrating all
kinds of resources and advantages of enterprises, can they complete a set of scientific and
effective integrated marketing strategies to help enterprises gain an invincible position in the
fierce industry competition.
S Group is a traditional household electrical appliance enterprise. At present, it falls into
the bottleneck of development because of the marketing problem of new product water
purifier. This paper will take S Group's home appliance industry as the research background,
and take S Group's water purifier marketing strategy as the research object. From the most
scientific angle of integrated marketing, using the advanced marketing theories and models,
such as 4C, this paper will help S Group to establish a reliable and sustainable relationship
with customers, and to cultivate the marketing strategy of customer brand loyalty, which will
enhance S group water purifier's market share, create the new profit space, so as to help S
Group enhance the strategic position of integrated marketing in the management of
enterprises, and help the enterprises gradually move to the leading position of the industry.
This research starts from the real situation of the enterprise and its own actual work, uses
the methods of enterprise investigation, qualitative and quantitative analysis, industry
comparison and so on to analyze the present situation and development trend of the water
purifier industry. This research analyzes the current situation of S group water purifier
marketing, finds out the core problems of S group water purifier marketing, analyzes the
marketing strategies of competitors through integrated marketing, network marketing,
customer value chain and so on. And lastly this thesis helps S group water purifier to create a
set of practical integrated marketing development strategy.
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The research results of this thesis can not only solve the current S group water purifier
marketing dilemma, but also provide professional guidance and advice for other peer
enterprises in the industry to solve similar problems.
Keywords: Tgrated Marketin; S Group; Water Purifier; Suggestions and Countermeasures
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目录
摘要 ..... I
Abstract ..... II
1绪论 ...... 1
1.1研究背景及意义 ........... 1
1.1.1研究背景1
1.1.2研究意义1
1.2研究内容及方法 ........... 2
1.2.1研究内容2
1.2.2研究方法3
2相关理论综述 .. 4
2.1相关理论 ........... 4
2.1.1整合营销的概念4
2.1.2整合营销的特点5
2.1.34C理论 .. 6
2.2国内外研究现状 ........... 7
3 S集团净水器营销问题分析 ........... 10
3.1S集团净水器营销状况概述 .. 10
3.1.1S集团净水器发展概述 ........... 10
3.1.2S集团净水器营销问题呈现 ... 10
3.2S集团净水器营销环境分析 .. 12
3.2.1宏观环境分析 .. 12
3.2.2净水器行业环境分析 .. 13
3.2.3S集团内部环境分析 ... 19
3.3S集团净水器营销的问题原因分析 .. 20
3.3.1客户资源欠缺整合 ...... 20
3.3.2客户购买成本高 .......... 22
3.3.3营销渠道不够便利 ...... 23
3.3.4消费者沟通障碍重重 .. 23
4S集团净水器整合营销建议与对策 . 25
4.1S集团净水器整合营销策略方向选择 .......... 25
4.1.1SWOT分析 ...... 25。。。。。。