饮水机产品作为一个成熟的耐用消费品在市场上面临着激烈的竞争，整个饮 水机行业呈现出现代化量产模式，面临着巨大的市场挑战。然而，消费者对健康 饮水的要求与日俱增，因此饮水机行业也蕴藏着巨大的市场需求。 M公司是一家在饮水机行业浸润多年的高新技术企业，在中国市场它已经处 于领先地位，但是在海外市场尤其是中东市场，其表现与国际一流的家电企业差 距较大，目前正处于市场拓展的关键时期。“一带一路”政策下的沿线国家经济与工 业化发展水平差距很大，这些国家与中国企业开展经贸合作的潜力很大，而中东 地区是“一带一路”的重要组成部分，也是我国重要的出口贸易市场。据中国海关统 计，包括饮水机在内的家用电器是我国出口的五大类产品之一，且占有很大的比 例，在出口到中东市场的五大类产品中，家用电器产品占有比例约为10%，所以 大力开拓和发展对中东地区的家用电器产品出口具有重要的意义。 面对当今竞争激烈、格局多变的饮水机行业市场,如何更好地抓住外部市场环 境变化带来的挑战和机遇，制定正确的市场营销策略来有效引导饮水机业务的发 展，已经成为M公司在中东市场开展业务的重中之重。 本文以M公司饮水机在中东市场的营销策略优化作为研究对象，首先介绍了 论文的研究背景、研究思路及内容框架，且对所用到市场营销理论和相关文献进 行了整理与总结，分析得出目前国内外学者对中东市场营销的研究文献和成果很 少，但以中东地区巨大的市场需求及其它因素，不断开拓新市场对于M公司有着 重要意义；其次阐述了M公司的基本经营状况，并对M公司饮水机所处市场布局 过程中的内外部营销环境进行了分析和论述，结果表明M公司的各项业务数据和 指标均持续呈上升的趋势，正在稳步发展；再者从市场份额、出口中东市场数量 和销售占比等方面分析了中东市场饮水机营销现状，发现存在产品成本高、市场 细分定位不明确、知名度低等多个问题，运用了SWOT法针对M公司饮水机在现 有营销策略市场推广过程中的优劣势进行分析，探讨了在发展过程中遭遇的机遇 以及威胁等；接着使用STP理论按目标市场、客户收入水平和销售渠道进行了市 场细分，通过对中东市场经济水平和目标客户经济收入水平分析来确定M公司目 标市场的选择和定位，以阿联酋、沙特阿拉伯、伊拉克、以色列为主；进一步对 目标市场的营销策略进行优化，具体从产品、价格、渠道、促销、品牌五方面开 展；最后立足于中东市场的特点，从培养出色的国际营销人员、加强企业自身实 力和加强国际营销的风险控制三方面着手保障营销策略的有效实施。 关键词:营销策略,饮水机,中东市场 II Abstract Asamaturedurableconsumerproduct,drinkingfountainproductsfacefierce competitioninthemarket.Thewholedrinkingfountainindustrypresentsamodern massproductionmodelandfaceshugemarketchallenges.However,consumers' demandsforhealthydrinkingwaterareincreasingdaybyday,sothedrinkingfountain industryalsocontainshugemarketdemand. CompanyMisahigh-techenterprisethathasbeenimmersedinthewater dispenserindustryformanyyears.IthasbeeninaleadingpositionintheChinese market,butitsperformanceinoverseasmarkets,especiallytheMiddleEastmarket,is farbehindthatofworld-classhomeappliancecompanies.Itiscurrentlyinmarket expansion.Criticalperiod.Thecountriesalongthe“BeltandRoad”policyhavealarge gapbetweenthelevelofeconomicandindustrialdevelopment.Thesecountrieshave greatpotentialforeconomicandtradecooperationwithChinesecompanies.TheMiddle Eastisanimportantpartofthe“BeltandRoad”initiativeandanimportantexporttrade forChina.market.AccordingtostatisticsfromtheChineseCustoms,household appliancesincludingwaterdispensersareoneofthefivemajorcategoriesofproducts exportedbyChina,andaccountforalargeproportion.Amongthefivecategoriesof productsexportedtotheMiddleEastmarket,householdappliancesaccountforabout 10%Therefore,vigorousdevelopmentanddevelopmentareofgreatsignificancetothe exportofhouseholdelectricalappliancesintheMiddleEast. Facingtoday'sfiercelycompetitiveandchanginglandscapeofthedrinking fountainsindustrymarket,howtobettergraspthechallengesandopportunitiesbrought aboutbychangesintheexternalmarketenvironmentandformulatethecorrect marketingstrategytoeffectivelyguidethedevelopmentofthedrinkingfountains businesshasbecomeThecompany'sbusinessintheMiddleEastisthetoppriority. ThisarticletakesthemarketingstrategyoptimizationofMCompany'sdrinking fountainsintheMiddleEastmarketastheresearchobject.Itfirstintroducesthe researchbackground,researchideasandcontentframeworkofthepaper,andorganizes andsummarizesthemarketingtheoryandrelatedliteratureused.Atpresent,domestic andforeignscholarshavelittleresearchliteratureandachievementsonmarketinginthe MiddleEast,butwiththehugemarketdemandandotherfactorsintheMiddleEast,itis ofgreatsignificancetocontinuetodevelopnewmarketsforMCompany;Secondly,the basicoperatingstatusofMCompanyisexplained,andTheinternalandexternal marketingenvironmentinthemarketlayoutofMcompany'sdrinkingfountainsis III analyzedanddiscussed.TheresultsshowthatM'svariousbusinessdataandindicators continuetoshowanupwardtrendandaredevelopingsteadily;Analyzedthemarketing statusofdrinkingfountainsintheMiddleEastmarketintermsofquantityand proportionofsalestotheMiddleEastmarket,andfoundthattherearemanyproblems suchashighproductcosts,unclearmarketsegmentationpositioning,andlowvisibility. Analysisoftheadvantagesanddisadvantagesinthemarketingprocessofmarketing strategiesOpportunitiesandthreatsencounteredinthecourseoftheexhibition;thenuse STPtheorytoconductmarketsegmentationaccordingtotargetmarket,customer incomelevelandsaleschannel,anddeterminethecompany'stargetmarketby analyzingtheeconomicleveloftheMiddleEastmarketandthetargetcustomer's economicincomelevelSelectionandpositioning,mainlyintheUAE,SaudiArabia, Iraq,andIsrael;furtheroptimizethemarketingstrategyofthetargetmarket,specifically fromproduct,price,channel,promotion,brandfiveaspects;finallybasedonthe characteristicsoftheMiddleEastmarket,fromCultivateoutstandinginternational marketingpersonnel,strengthenthecompany'sownstrengthandstrengthentherisk controlofinternationalmarketingtoensuretheeffectiveimplementationofmarketing strategies. Keywords:Marketingstrategy,Waterdispenser,MiddleEastmarket. IV 目录 第1章绪论..................................................................................................1 1.1研究背景及意义.................................................................................................1 1.2研究方法和内容框架.........................................................................................3 1.3国内外研究现状.................................................................................................4 第2章基本概念及相关理论基础..............................................................7 2.1SWOT分析..........................................................................................................7 2.2STP理论..............................................................................................................7 2.34P理论.................................................................................................................8 2.4OEM与OBM模式.............................................................................................9 第3章M公司简介及内外部营销环境分析...........................................11 3.1M公司概况........................................................................................................11 3.2饮水机行业环境分析.......................................................................................12 3.3M公司外部营销环境分析................................................................................14 3.4M公司内部营销环境分析................................................................................19 第4章M公司中东市场营销现状与SWOT分析..................................22 4.1中东区域市场现状分析...................................................................................22 4.2M公司中东市场现有策略以及存在的问题....................................................29 4.3M公司中东市场的SWOT分析......................................................................30 第5章M公司饮水机中东市场STP分析..............................................38 5.1市场细分......................................................................................................................................38 5.2目标市场......................................................................................................................................39 5.3