NR（中国）投资有限公司在中国热水器市场的营销战略研究

发布时间：2018-04-17 20:52

本文选题：热水器 + 营销战略　；参考：《华东理工大学》2015年硕士论文

【摘要】：随着中国经济的发展,我国厨电市场迅速发展,其中热水器作为与人民生活水平和生活质量密切相关的产品,需求及普及率不断提升。在热水器市场持续保持高速发展的同时,各大品牌间的竞争也愈发激烈。如何在外资品牌云集,民营品牌市场份额巨大的市场环境中生存下来并且保持较高的增长,成为一个值得探讨的课题。本文将深入探讨我国热水器市场的现状,以NR(中国)投资有限公司在中国热水器市场的经营为例,为了达到3-5年内成为中国燃气热水器行业中高端品牌领军人物的目标,寻找适合企业发展的营销战略。通过对公司的现状、内部优势及外部机遇进行分析,找到与目标间的差距,使用五力竞争分析法、SWOT分析法对企业经营战略进行研究,并通过市场细分、4P分析法、营销决策的关键要素定量分析确定了企业最终差异化的营销战略。与此同时,针对全球经济发展的趋势,热水器行业的特点,对绿色环保产品的开发及推广,网络销售的新模式开展几方面提出了自己的意见和方案。
[Abstract]:With the development of Chinese economy, the market of kitchen electricity in China is developing rapidly. As a product closely related to people's living standard and quality of life, the demand and popularization rate of water heater are increasing.In the water heater market continues to maintain high-speed development at the same time, the competition between the major brands are becoming increasingly fierce.How to survive and maintain a high growth in the market environment in which foreign brands gather and private brands have a huge market share has become a topic worthy of discussion.This paper will discuss the current situation of water heater market in China, take the operation of NR (China) Investment Co., Ltd in China water heater market as an example, in order to achieve the goal of becoming the top brand leader in China's gas water heater industry within 3-5 years.Looking for the marketing strategy suitable for the development of the enterprise.Through the analysis of the present situation, internal advantages and external opportunities of the company, the gap between the company and the target is found. The SWOT analysis method is used to study the business strategy of the enterprise, and the 4P analysis method of market segmentation is used.The quantitative analysis of the key elements of marketing decision determines the marketing strategy of enterprise's final differentiation.At the same time, according to the trend of global economic development, the characteristics of water heater industry, the development and promotion of green environmental protection products and the development of a new model of network sales, the author puts forward his own opinions and plans.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.6

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