欢迎来到天天文库
浏览记录
ID:31999045
大小:7.89 MB
页数:80页
时间:2019-01-30
《厦门尚好泉公司净水器产品市场营销策略分析》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、AbstractAlongwiththedevelopmentoftheimprovementofpeople’Slivestandard,peoplerequesthigherdemandsonthequalityandsafetyofdrinkwater.Especiallywithmoreseriouspollutionsofenvironmentandwaterresource,theconcerningofsafedrinkwaterhasbecomeamoreandmoreimportantissuethatneedstobesolvedassoonaspossibleinpeop
2、le’Sdailylive.Althoughthebottledwaterwhichstartedintheendof20血centuryrelievedthedamagecausedbythesafetyofdrinkwatertosomeextent,peopleneedwaterpurifiersurgentlythaneverbeforewhichCanprovidethemmoreclearandsafewatertomakesurethehealthandsafetyoftheirlivewhentherearemoreproblemsofbottledwaterfi'omseco
3、ndarycontamination,intensiveenergyconsumptionandinferiorproducts.XiamenShanghaoquanBiologicalTechnologyLtd.isatradingcorporationmainlyforwaterpurifiersinthemid—marketandhi班一endmarket.ItWasestablishedin1997。Therearefourseriesofwaterpurifiersseparatelyforresidentialwaterpurifyingsystem,company,schoola
4、ndofficebuildingwaterpurifyingsystem,commercialwaterpurifyingsystemandindustrialwaterpurifyingsystem.Thecorporationdidnotgrowfastasexpectationbecausetheweaknessofmarketingoverthepastyears.Theestimatedturnoveris10millionyuanin2013,mainlycomingfromthemarketofXiamenareaandsurroundingcitieswithlessthan5
5、%marketshares,inwhichmorethan60%comesfi:omwaterpurifiersforresidentialwaterpurifyingsystem.Afteryearsofdevelopment,thewaterpurifiersofbrandShanghaoquanisbecomingmoreandmoreacceptablebycustomersinthemarket.ItbecomesamoreseriousissuetoXiamenShanghaoquanthathowtobesuccessfulinsuchafiercecompetitiveenvi
6、ronmentbyincreasingmarketsharesandimprovingbrandrecognition.AbstractThisthesisisgoingtoanalyzethereasonsandthecriticalfactorsofconsumerbehaviorsduringtheprocessofdecision-makingandmakeamarketingstrategyforwaterpurifiersofXiamenShanghaoquantohelpthecorporationtobemoresuccessfulincompetitionandgrowups
7、tepbystepbyusingtheknowledgeofconsumerbehaviorand4CtheoryaccordingtothecoursesofMarketing,ConsumerBehavior,MethodofMarketInvestigationandApplicationandStrategyManagementwithconsiderationofthecurrentsi
此文档下载收益归作者所有