MBA学位论文
作者：何桂娟
方太兰州吸油烟机营销策略的优化研究
方太兰州吸油烟机营销策略的优化研究
中文摘要
随着经济的增长，收入水平的提升，技术的迭代，人们对生活品质的要求也
越来越高。厨房作为家庭生活的缩影，人们对厨房的要求也随之越来越高，厨房
不在局限于烹饪，而是集烹饪与休闲一体的场所。消费者在追求时尚、娱乐、休
闲的同时更偏向于集智能与多功能一体化的厨房电器，以给自己和家人带来更健
康的生活享受。吸油烟机作为厨电行业的家用电器，更多的依赖于房地产行业的
发展，2021年房地产市场受国家限贷、限购、限售等调控政策的影响，各大房地
产企业出现危机，给吸油烟机品牌带来极大的威胁。加之产品自身的技术门槛较
低，网络购物突飞猛进的发展，现在的年轻人又更倾向于网络购物，这对线下吸
油烟机零售带来更大的冲击。企业要想在激烈的竞争中提升市场份额，必须充分
站在顾客角度，了解顾客需求，优化营销策略。
在此基础上，本文以方太兰州吸油烟机营销策略优化为研究对象，首先，介
绍当前方太兰州吸油烟机营销策略的现状，分析营销策略在当前竞争形势下存在
的问题。其次，运用 PEST分析模型分析营销的外部宏观环境，通过波特五力分
析模型分析行业竞争环境，分析方太兰州的竞争力，从运营能力和运营资源方面
分析内部微观环境，提炼总结方太兰州吸油烟机市场的优势、劣势、机会和威胁。
最后，针对存在的问题进行深入的分析和研究，通过调查问卷，了解影响消费者
购买吸油烟机的影响因素，结合 STP目标市场理论分析方太兰州吸油烟机潜在
细分市场。
通过上述研究，结合方太兰州核心竞争力，基于 4P理论和 4C理论相结合，
从“产品-顾客”、“价格-成本”、“渠道-便利”和“促销-沟通”四个方面提出优化
策略，从制度、组织、服务和资金的角度提出优化后的营销策略实施保障。优化
方案旨在一定程度上解决方太兰州目前营销活动过程中存在的营销问题，解决三
四级地县市场开发的问题，实现销售额增加、扩大市场份额的目的，也期望通过
此论文的研究，能给其他品牌在兰州市场营销活动开展提供一定的借鉴和参考。
关键词：方太兰州，营销策略，优化，吸油烟机
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MBA学位论文
作者：何桂娟
方太兰州吸油烟机营销策略的优化研究
RESEARCH ON MARKETING STRATEGY
OPTIMIZATION OF FOTILE LANZHOU RANGE HOOD
Abstract
With the economic growth, the improvement of income level and the iteration of
technology, people have higher and higher requirements for the quality of life. As the
epitome of family life, people have higher and higher requirements for the kitchen. The
kitchen is not limited to cooking, but a place integrating cooking and leisure. While
pursuing fashion, entertainment and leisure,consumers prefer kitchen appliances
integrating intelligence and multi-function, so as to bring healthier life enjoyment to
themselves and their families. As a household appliance in the kitchen industry, the
range hood depends more on the development of the real estate industry. In 2021, the
real estate market was affected by the national loan restriction, purchase restriction,
sales restriction and other regulatory policies, and major real estate enterprises had a
crisis, which posed a great threat to the range hood brand. In addition, the technical
threshold of the product itself is low and the rapid development of online shopping
makes young people more inclined to online shopping, which has a greater impact on
the retail of offline range hoods. If enterprises want to improve market share in the
fierce competition, they must fully stand on the perspective of customers, understand
customers' needs and optimize marketing strategies.
On this basis, this paper takes the optimization of Fotile Lanzhou range hood
marketing strategy as the research object. Firstly, it introduces the current situation of
Fotile Lanzhou range hood marketing strategy and analyzes the problems existing in
the current competitive situation. Secondly, use PEST analysis model to analyze the
externalmacroenvironmentofmarketing,analyzetheindustrycompetitive
environment through Porter's five forces analysis model, analyze the competitiveness
of Fotile Lanzhou, analyze the internal micro environment from the aspects of operation
capacityandoperationresources,and refineandsummarizetheadvantages,
disadvantages, opportunities and threats of Fotile Lanzhou range hood market. Finally,
the existing problems are deeply analyzed and studied. Through the questionnaire, the
influencing factors affecting consumers'purchase of range hood are understood.
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