Abstract
Abstract
Water purifier is a kind of water treatment equipment which filters and purifies
water according to the requirement of water use. Under the background that people’s
consciousness of environmental protection has been strengthened and people’s health
has been paid more attention to, the market demand and future development space of
water purifier are becoming larger, and the popularization rate of water purifier in urban
households in China is generally low. At present, the water purifier manufacturer’s
product quality and the distributor exist the very big difference in the level of operation.
How To get consumers to buy high-quality water purifiers is a major problem for many
manufacturers and distributors.
This article takes Midea water purifier as the research object, through to the water
purifier market competition situation analysis and to the Korla Market Case Analysis,
uses the investigation research and the case analysis method, more in-depth
understanding of the development of the Korla water market and the marketing
environment, find out the United States water purifier in the Korla market marketing
problems,combining STP theory and 4C theory, this paper puts forward appropriate
marketing strategies for the development of the Korla Market, highlights the
characteristics of the products, and promotes the satisfaction degree of consumers, so as
to enhance the marketing ability of the water purifier enterprises and increase the profit
rate of the enterprises, in order to provide a reference for the marketing of Midea water
purifiers in the Korla market.
Midea water purifier company in Korla market analysis shows that when the water
purifier industry is developing well, we need to actively change the concept, constantly
adapt to the market development needs, expand the market region, and continue to
improve profitability. Adhere to the traditional marketing based on the new marketing
strategy development, market and consumer demand-oriented, continue to improve and
update marketing strategy, improve team marketing capabilities and other measures to
improve the competitiveness of the company, is the company to achieve the ultimate
development and success of the effective way.
Keywords:Midea Water Purifier;Korla Market ; marketing strategy
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目录
目录
第1章绪论........................................................................................................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..........................................................................................2
1.2国内外研究综述......................................................................................3
1.3研究内容及方法......................................................................................6
1.3.1研究内容..........................................................................................6
1.3.2研究方法..........................................................................................7
第2章相关基础理论........................................................................................8
2.1STP理论...................................................................................................8
2.24C理论.....................................................................................................9
第3章美的净水器库尔勒市场营销现状分析................................................11
3.1美的净水器库尔勒市场访谈和调查情况............................................11
3.2美的净水器库尔勒市场营销现状........................................................11
3.3美的净水器库尔勒市场营销策略现状................................................15
3.4美的净水器库尔勒市场营销存在的问题............................................17
第4章库尔勒净水器市场分析......................................................................19
4.1库尔勒净水器市场宏观环境和产品竞争分析....................................19
4.1.1净水器市场宏观环境分析............................................................19
4.1.2库尔勒市场净水器产品竞争分析................................................20
4.2库尔勒市场净水器需求分析及前景....................................................21
4.2.1库尔勒市场净水器需求分析........................................................21
4.2.2库尔勒市场净水器产品需求前景................................................23
4.3库尔勒市场净水器用户分析................................................................24
4.3.1库尔勒市场用户类型分析............................................................24
4.3.2影响用户购买行为的要素分析....................................................26
第5章美的净水器库尔勒市场营销策略......................................................27
5.1美的净水器库尔勒市场STP分析........................................................27
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目录
5.1.1市场细分........................................................................................27
5.1.2目标市场选择................................................................................27
5.1.3市场定位........................................................................................27
5.2基于4C理论的美的净水器库尔勒市场营销组合策略......................28
5.2.1根据消费者偏好提供高需求产品................................................28
5.2.2降低非共性问题的成本增高........................................................30
5.2.3拓展多种渠道提供便利服务........................................................30
5.2.4构建新型客户沟通体系................................................................32
第6章结论与展望..........................................................................................33
6.1结论........................................................................................................33
6.2展望........................................................................................................34
参考文献..............................................................................................................35
附录....................................................................................................................37
致谢....................................................................................................................44
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