HX公司的户式中央空调产品策略

发布时间：2018-03-17 07:10

本文选题：户式中央空调　切入点：市场发展　出处：《西南交通大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的快速发展,消费者的消费水平不断提高,消费者对空调产品的需求越来越大,要求不断提高。民用舒适性空调产品正在各个领域,为广大消费者营造舒适的空间环境。民用舒适性空调按其特点大致可分为大型商用中央空调、户式中央空调、传统家用空调三类产品。在多年的激烈竞争中,国外品牌凭借其技术优势占据了大型商用中央空调市场的主导地位,中国国产品牌也凭借不断提高的产品性价比和更受国内消费欢迎的营销方式成为家用空调市场的主导,而户式中央空调利润丰厚,市场竞争才刚刚开始,备受各空调企业的重视,纷纷将户式中央空调作为改善经营质量、扩展市场份额的全新市场。因此,生产企业要在新的竞争中脱颖而出,制定适合中国市场的户式中央空调产品策略,开发满足中国消费者使用需求的空调产品,对于快速抢占市场份额变得尤为重要。本文以市场营销理论为基础,首先从户式中央空调在中国的发展趋势和所处的客观环境入手,结合宏观经济、政策导向、居民消费水平和国内技术水平四方面对我国户式中央空调生产企业的发展趋势进行分析,总结分析出国内户式中央空调未来几年的发展趋势。其次,运用行业波特五力模型对中国户式中央空调行业的竞争格局进行分析。第三,以海信空调公司为调研对象,对海信户式中央空调的市场细分、目标市场、市场定位以及产品状况予以简述。并运用SWOT分析海信户式中央空调产品的优势、劣势、机遇和挑战。最后,从体验者的角度深入研究消费者对户式中央空调的使用需求。进而从需求出发,分析目前户式中央空调产品设计存在的问题,指出先进的技术手段和可行的设计思路,改善和健全产品功能,提出以消费者体验为中心的产品策略。
[Abstract]:With the rapid development of China's economy, the consumer's consumption level is constantly improving, and the consumer's demand for air conditioning products is increasing. According to its characteristics, civil comfort air conditioning can be roughly divided into three categories: large commercial central air conditioning, household central air conditioning and traditional domestic air conditioners. In the fierce competition for many years, Foreign brands have occupied a dominant position in the large-scale commercial central air conditioning market by virtue of their technological advantages. Chinese domestic brands have also become the dominant market for household air conditioners by increasing the price / performance ratio of products and more popular marketing methods for domestic consumption. And household central air conditioning is profitable, and market competition has just begun. It has attracted the attention of all air conditioning enterprises. One after another, household central air conditioning has been regarded as a new market to improve the operation quality and expand market share. Production enterprises should stand out in the new competition, formulate a strategy of household central air-conditioning products suitable for the Chinese market, and develop air-conditioning products that meet the needs of Chinese consumers. On the basis of marketing theory, this paper starts with the development trend and objective environment of household central air conditioning in China, combining with macro economy and policy direction. This paper analyzes the development trend of household central air conditioning production enterprises in China from four aspects of household consumption level and domestic technology level, and summarizes and analyzes the development trend of domestic household central air conditioners in the next few years. This paper analyzes the competition pattern of Chinese household central air conditioning industry by using Porter's five-force model. Thirdly, taking Hisense Air conditioning Company as the research object, the market segmentation and target market of Hisense household central air conditioning are analyzed. Market positioning and product status are briefly described. The advantages, disadvantages, opportunities and challenges of Haixin household central air conditioning products are analyzed by SWOT. From the perspective of experiencers, this paper deeply studies the consumer's demand for household central air conditioners, and then analyzes the problems existing in the design of household central air conditioners from the point of view of demand, and points out the advanced technical means and feasible design ideas. To improve and improve the product function, put forward the consumer experience-centered product strategy.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6

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