BJ净水机公司洛阳市场营销策略

发布时间：2018-05-05 00:04

本文选题：净水机 + 洛阳市场　；参考：《河南科技大学》2014年硕士论文

【摘要】：工业社会的发展，给人们的日常生活带来了巨大的饮水危机，人们赖以生存的水资源日益匮乏，并且污染越来越大，污染源越来越复杂，如何才能喝到干净、安全、健康的水，已经成为消费者考虑的问题之一。消费市场的表现在于，，消费者由最初的被动认知上升到了主动了解此类产品的学习购买阶段，这对销售净水处理产品的小微企业来说，是深入市场扩大份额的大好机会。同时必须认识到大多数小微企业是销售服务型公司，面对的是局部市场，受上游大型生产企业价格控制以及产品线局限的影响，在竞争日益激烈的销售市场往往随波逐流，不能有效主动的掌握市场发展趋势，如何制定针对性且行之有效的市场营销策略愈发显得重要。如何把握市场机会，深耕细作取得更大市场份额，这就要求销售型公司要有良好的营销策略。本文在市场营销策略已有的研究基础上，采用问卷调查的方法了解掌握洛阳净水机市场发展状况，从产品策略、价格策略、通路策略和推广策略四个方面分析洛阳净水机存在的问题；从宏观、微观环境对净水机的市场行情进行分析，通过SWOT方法分析BJ净水机公司自身优劣势，结合自身的市场定位进行市场细分和目标市场选择，根据市场需求对用户进行分类和购买要素分析，最终通过BJ净水机公司的产品策略、价格策略、促销策略、服务策略四个方面有针对性地制定行之有效的市场营销策略，发现机会、抓住机会，从而扩大公司规模。
[Abstract]:The development of industrial society has brought a huge drinking water crisis to people's daily life. The water resources on which people depend for survival are increasingly scarce, and the pollution is becoming more and more serious, and the pollution sources are becoming more and more complex. How can we drink clean, safe and healthy water? Has become one of the consumer considerations. The performance of the consumer market lies in the rise from the initial passive cognition to the learning and purchasing stage of the active understanding of such products, which is a great opportunity for small and micro enterprises selling clean water treatment products to expand their market share. At the same time, it must be recognized that the majority of small and micro enterprises are sales and service companies that face local markets, and that, affected by price controls by large upstream producers and product line constraints, increasingly competitive marketing markets tend to follow suit, Unable to effectively grasp the market development trend, how to formulate targeted and effective marketing strategy becomes more and more important. How to grasp the market opportunity and gain a greater market share by deep cultivation and detailed cultivation requires a good marketing strategy for a sales company. On the basis of the existing research on marketing strategy, this paper uses the method of questionnaire to understand the market development of Luoyang water purifier, from the product strategy, price strategy, This paper analyzes the problems existing in Luoyang water purifier from four aspects of access strategy and promotion strategy, analyzes the market situation of water purifier from macro and micro environment, and analyzes the advantages and disadvantages of BJ water purifier company by SWOT method. Combined with its own market positioning to carry out market segmentation and target market selection, according to the market demand to classify and purchase elements of the user analysis, finally through the BJ water purifier company's product strategy, price strategy, promotion strategy, Four aspects of service strategy make effective marketing strategy, discover opportunities, seize opportunities, and then expand the size of the company.
【学位授予单位】：河南科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.4

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