ao史密斯热水器中国市场营销策略研究

厦门大学硕士学位论文A.O.史密斯热水器中国市场营销策略研究姓名：徐小松申请学位级别：硕士专业：工商管理指导教师：谢导20051101()2AbstractSince1970s,water-heaterindustrybecametheonethatincreasesfastestamongthehouseholdappliances.InChina,theinvestmentonhouseholdapplianceskeepsahighdevelopingspeed,whilewater-heaterindustrykeepsthestrongestimpetusamongthehouseholdappliances.Nowadays,inourcountry’shouseholdappliancesmarket,water-heaterindustryhasmorebrandsthananyotherhouseholdappliance.Thestatisticsshowsthatthereare300morebrandsin1996and200morein2004.Andthesebrandscompeteviolently.Undersuchcircumstances,A.O.SmithCompanycompletelyforesawthepotentialityofChinesemarketandemployedtheresourcesofthecompany’sactivitiestofoundasolidbasisin1998.ThefoundationofA.O.SmithCompanyinChinaisthemostimportantpartofstrategywhichAmericanA.O.SmithCompanyseizesthemarketshareofChinesewater-heateranddevelopstheChinesemarket.Howtoformulatetheeffectivemarketingstrategythataccordswiththefeaturesofwater-heaterathomeaccordingtothemarketingtheory,willhavekeysignificanceonwhichChinaA.O.SmithCompanypromotesthecompetitivestatusofsuperiormarket.Furthermore,itaffectsonthesurvivalanddevelopmentofA.O.SmithCompanyinChina.ThestudyofthisthesisistoanalyzetheoutersurroundingandinteriormarketingsituationofA.O.Smithwaterheatercarefullytofindouttheweaknessexistinginmarketingwork,andtoputforwardeffectivelythemarketingstrategytodirectpractice,andalsotoincreasethesalesvolumeofA.OSmithwater-heaterinChinaviolently.Firstly,thisthesisintroducesthedevelopingbackgroundofChinesewater-heaterindustry,describesthecurrentsituationofthatindustryandsuppliesthebasisformarketanalysis,strategyanalysis.Secondly,thisthesisanalyzesthewater-heatermarketfromthreeaspects,I.E,marketneeds,customers’behaviorandmarketcompetition.ThisanalysismakesclearthestatusoftheA.OSmithwater-heateramongthecustomersandcompetition.Thirdly,thisthesismakesmarketsegmentsandputsforwardA.OSmithCompany’sstatusinChinesewater-heatermarket.Finally,accordingtotheseanalysesandthecurrentmarketingstationofA.OSmithCompany,thisthesismakesoutaseriesofnewmarketingstrategies,includingproductstrategy,pricestrategy,placestrategyandpromotionstrategy.KeywordsWater-heaterMarketingstrategy3,,19963002004200,A.O.1996,1998A.O.()A.O.()A.O.A.O.()A.O.A.O.A.O.,A.O.,,A.O.A.O.,A.O.4,,,1334210,2000,,,,,,;,,,,,,,,;(),,,;,,,,,,5197919791996,,,,19972001,,19996,2001,2004,,,,200410,32.18%,A.O.6,60%,1,,,,2004,71.5%12001.5,6%2A.O.65.61082.23,,,,,,,1,,200411302,20053,2005,7,,,,,,,,2005,7.43,31.2%,29.8%,65.220,,,1(),,,96%,200455%()200360035%,2005()/8-101,2005,80540-792005A.O.20002003GDP20029.1%2004GDP20039.5%2005GDP9.4%1200471.5%470%2,36%3,,(),,,200551.3%1,GDP9.4,2,200510212,2005320059(),,200547.3%(),20051.5%,,()900,()900-1200,()1200(),A.O.A.O.900600-120010A.O.1,2004(),,(),,,(),,(),,,,117.96.457.926.612.837.714.234.949.510.626.123.323.65.23920.129.113351.18.825.314.15.213.10.90.616.910.12.87.80.1020.57.8020406080100A.O.%0-600600-900900-12001200-15001500-18001800111(),()();,()2(),312000220003200012,,20010A.O.A.O.,121(%)(%)28.7329.38A.O.21.9515.2614.9613.375.654.23.584.43,2005,2%%20.7215.0420.3817.019.618.49.5913.987.7110.26,2005,,A.O.65.64%58%,,,50.71%,200,,13,1,,,,200530%2,72,,,,,,3,,,,,,4,,,,5,;,,,,A.O.A.O.14A.O.,,,,,,,,3212A.O.,A.O.A.O.A.O.A.O.A.O.1874131A.O.8441937,A.O.,A.O.37%,47%A.O.,A.O.19983000,1.7,30301200015A.O.,A.O.35/A.O.AESA.O.,A.O.;1999UL;2000ISO9002ISO9001A.O.,2001220022.620034200451700500A.O.A.O.()()A.O.1100L80L60L50L45L35L;EWH()EWHR()CEWH()CEWHR()2(EES)(EMG),61015203040507510091A.O.,A.O.2004163,6.58910(),A.O.1DREESHNW2BTRHWDW3COF2050,,,,:,,,,,,:12,173,4()(),,,:5,,,,,6,,,,,,:1:;;60(75);;,2:,;40-60(75);;,3:,;45(75);;,,A.O.,,,,.,;A.O.SWOT,;,A.O.18,,()2004,1200,20%,65%,15%1000,,,(),,,,A.O.,,,,,,,,,,,,,;,A.O.SWOT,;,,,A.O.,A.O.68,;,A.O.()A.O.A.O.,1A.O.60,192,,243100456,,()A.O.,A.O.:1,,2,A.O.3,;4A.O.(),A.O.,,5206,A.O.,,()A.O.,12005GDP9.40.19.49.59.4111%50001-94508113%9549512.7%222005102190.9%71.881.31-92.0%33,,()A.O.1200520051020220051-913%,20051024320052005103121,,,A.O.1A.O.,2,A.O.,,,,,A.O.,,,,A.O.A.O.,,;,,,,,,A.O.SWOT,A.O.,,A.O.,,A.O.,A.O.,,,,,,A.O.,,,,,22,,,,,,,,,:,A.O.A.O.SWOT,A.O.,A.O.(),,()(),()A.O.,()A.O.,()AES(),,A.O.23A.O.E.J.4Ps4ProductPrice(Place)(Promotion),313A.O.3,,,120002412200120%200510%,;,A.O.,,A.O.44A.O.10.530.648.9100102030405060%:,2004A.O.1,,,19992,,,200225A.O.,A.O.,A.O.A.O.,()A.O.(),()AES“,A.O.,A.O.,,26()A.O.,,()A.O.A.O.,,A.O.:,1A.O.,2A.O.A.O.,,A.O.3A.O.4A.O.,()2754%24.9%13.4%A.O.A.O.A.O.,,A.O.,A.O.,:(),A.O.A.O.,,A.O.A.O.,12,:2434285,(),,,,,A.O.A.O.,A.O.,,A.O.A.O.A.O.1,23,29PhilipKotler,,,,,;,,;,,,;;A.O.,55,2004A.O.A.O.40050060070080090010001100120013001400150016001700200412345678910111230A.O.A.O.,A.O.A.O.(15.26%)(21.95%),2003A.O.20032003,,,,A.O.A.O.,A.O.A.O.A.O.A.O.A.O.,,:,,A.O.31A.O.,A.O.,A.O.,A.O.,,,A.O.,,,A.O.,,32,A.O.,,;,A.O.,,,A.O.,,A.O.,A.O.,,33A.O.1A.O.A.O.:,()(UniqueSalesProposition),USP(UniqueSalesProposition),,:,,,USP2A.O.,,,,A.O.1,,,200182200434,A.O.AES,A.O.A.O.,,,,,,,A.O.,(),A.O.,,A.O.,1,,,,,2,,,,3,,,,,,A.O.,A.O.A.O.,A.O.A.O.1,A.O.,,,,,,352A.O.,,,,3A.O.,,,4(