K公司家用净水器的市场营销策略优化研究

发布时间：2018-05-18 15:48

本文选题：家用净水器 + 营销策略　；参考：《南昌大学》2013年硕士论文

【摘要】：家用净水器是关系到人们生命健康的环保产品,随着我国经济的腾飞,人们生活水平和健康意识的提高,家用净水器正在以每年20%-50%的惊人速度成为快速增长的新兴行业,预计未来的市场总容量将超过2500亿元。 K公司于2004年正式进入中国市场,经过几年的努力和发展打下自己的一片市场,形成了现有的营销策略。面临目前机会与问题并存的行业市场,怎样发挥自己产品的优势,从哪些方面提升自己的服务,怎样扩展自己品牌影响,从而建立可持续发展的之路,值得K公司认真思考和深入研究。本文将在目前行业背景情况下,通过对K公司的营销现状和营销策略进行全面分析,结合营销理论和实际营销案例,深入探讨K公司的营销策略优化方案,并考虑优化的主要措施,对K公司未来二年开拓家用净水器市场起到引导和借鉴作用。
[Abstract]:Household water purifier is an environmental protection product related to people's life and health. With the rapid development of our economy and the improvement of people's living standard and health consciousness, household water purifier is becoming a new industry with a rapid growth rate of 20% to 50% a year. The total market capacity is expected to exceed 250 billion yuan in the future. K Company formally entered the Chinese market in 2004, after several years of hard work and development to lay down its own market, formed the existing marketing strategy. Facing the current opportunities and problems of the industry market, how to give full play to the advantages of their products, from what aspects to improve their services, how to expand their brand impact, so as to establish a sustainable development road, K company is worthy of serious consideration and in-depth study. In this paper, under the background of the current industry, through the comprehensive analysis of the marketing situation and marketing strategy of K Company, combined with the marketing theory and actual marketing cases, this paper will deeply discuss the optimization scheme of the marketing strategy of K Company. The main measures of optimization are considered to guide K Company to develop home water purifier market in the next two years.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.6

【参考文献】