厦门尚好泉公司净水器产品市场营销策略分析

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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