“五福源仕”炊具市场推广的策略研究

发布时间：2018-01-06 19:18

本文关键词：“五福源仕”炊具市场推广的策略研究　出处：《南京大学》2015年硕士论文　论文类型：学位论文

【摘要】：中国是当今全球资本最活跃的市场,随着我国居民收入水平的提高,消费者对自身健康的关注将会越来越多。炊具作为消费者每天必不可少的日用品,对人们的健康承担着不可忽视的作用,因此消费者对炊具制品的需求日益增多,炊具的功能化、便捷化、智能化、健康化已成为消费者关注的重要因素。我国炊具产业从上世纪60年代初开始起步逐渐发展,目前国内炊具品牌众多,但因为材质和制造工艺的限制,国内炊具品牌主要占据中低端市场,而高端炊具市场的需求将会随着高收入人群的增多而存在着相当大的市场潜力。南京旭展国际贸易有限公司是一家有着多年丰富对日贸易经验的外贸公司,抓住中高档炊具的潜在庞大需求这个市场契机,2011年与日本炊具公司OTAFUKU公司合作,签订了独家总代理和独家总进口协议,致力于将日本制造的中高档炊具品牌OTAFUKU(中文译名：五福源仕)引进到中国炊具市场。作为炊具行业的新进入者,五福源仕炊具该如何选择目标市场、如何进行品牌定位、如何制定产品价格、如何建立渠道网络、如何制定市场营销策略等等。针对以上这些问题,本文从分析炊具行业发展与现状入手,运用市场营销的相关理论,结合五福源仕所处的外部政治、经济、社会、技术等环境,运用定性和定量相结合的方法对五福源仕炊具的营销环境做出具体的分析,帮助其确定目标市场、选择市场定位、做好品牌推广。此外,还重点分析了五福源仕几个潜在的竞争对手的情况,总结出高端炊具的主要卖点,为五福源仕选择产品类别提供理论参考。最后一章重点从品牌译名、品牌释义、品牌设计、品牌价值、品牌个性、品牌口号、品牌故事、品牌定位等入手,通过大量的数据和图片对五福源仕的市场定位、顾客定位、价格定位以及品牌推广策划和营销渠道等方面给出具体的策略和建议。本文通过对五福源仕炊具市场推广的策略研究,帮助南京旭展公司顺利创立品牌、建立营销模式,为全面开拓中国高端炊具市场做好充足的准备,对于其他想进入中国高端炊具行业的国外品牌也有一定的借鉴意义。
[Abstract]:China is the most active in today's global capital market with the income level of residents in our country to improve, consumers will be more and more concerned about their health. Daily necessities as consumers cooking essential daily, take an important effect on people's health, so the consumer demand for cooking products is increasing, functional, cooking utensils convenient, intelligent, health has become an important factor of consumer concern. Chinese cooker industry started gradually from the last century at the beginning of 60s, many domestic cookware brand, but because of the material and manufacturing process, Domestic cookware brand mainly occupied in the low-end market, while the demand for high-end market will be with the cooker the increase of high income people and there is a considerable market potential. Nanjing xuzhan International Trade Co., Ltd is a company with years of rich experience to date Foreign trade companies to seize the potential huge demand in the high-end cooker this market opportunity, 2011 in cooperation with the Japanese cookware company OTAFUKU, signed an exclusive general agent and exclusive import agreement, Japan is committed to manufacturing high-end cookware brand OTAFUKU (Translation: Chinese five Fuyuan Shi) introduced to the market. As a new China cooker into the cooker industry, five Fuyuan Shi cookware how to choose the target market, how to carry out brand positioning, how to develop the product price, how to build the channel network, how to develop marketing strategies and so on. To solve these problems, this article from the analysis on the development and present situation of the cookware industry, using marketing theories and combining the five Fuyuan Shi. The external political, economic, social and technical environment, and make specific analysis using qualitative and quantitative methods of five Fuyuan Shi cookware marketing environment Help, determine the target market, market positioning, brand promotion. In addition, also analyzes five Fuyuan Shi several potential competitors, summed up the main selling point of high-end cookware, and provide a theoretical reference for the selection of five Fuyuan official product categories. The last chapter from the brand names, brand design, brand, brand value, brand personality, brand slogan, brand story, brand positioning start, through a lot of data and pictures of five Fuyuan official market positioning, customer orientation, price positioning and brand promotion planning and marketing channels are given specific strategies and suggestions. Through the study of the strategy on the five Fuyuan Shi cooker Market Promotion Nanjing xuzhan, help the company successfully establish brand marketing model, to develop a comprehensive Chinese high-end cooker Market ready, for he wanted to enter the high-end cooking China The foreign brands with industry also have some reference significance.

【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F274

【共引文献】