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1、摘要改革开放三十年以来，经济发展迅速，但是环境污染口益加重，水污染尤其突出。但是随着人们的生活水平的提高，对生活的质量要求也是越來越高。饮用水质量的好坏直接影响着人们生活质量的高低。基于这种饮水的市场需求，净水器的纷纷出台。然而，由于市场不规范、技术不成熟，净水器市场的发展一直遭遇瓶颈。因为没有价廉物美，适合中国消费者使用的过滤技术，致使中国的终端净水市场出现危机。本文首先论述净水器市场的潜力，了解净水器在现在社会的需求情况。通过与其他净水设备的比较,说明净水器的适用性，净水器必然是未来水家电的主力军.然后分析净水器的营销环境，通过经济环境、文化环境、竞争环境进行分析。通过引荐美的净水器的
2、成功经验,进而针对泉來净水器营销存在的问题提出一些对策和建议。文章最后对泉來净水器市场发展的未來进行展望，只要我们能够充分认识净水器发展中存在的问题和危机，及时地进行规范建设，并进行法律约朿，净水器市场肯定会健康发展。关键词：营销策略；消费观念；终端促销Abstract30yearssincethereformandopeningupandrapideconomicdevelopment,increasingenvironmentalpollution,waterpollutionisparticularlyprominent.However,withthepeople'sstandard
3、oflivingimproves,thequalityoflifeisincreasinglyhighdemand・Thequalityofdrinkingwaterwillhaveadirectimpactonpeopledlifequality.Basedonthiswatermarketdemand,andwaterfiltersfortheforth.However,asthemarketisnotstandardized,immaturetechnology,waterfiltersforthedevelopmentofthemarkethasencounteredabottle
4、neck.BecausethereisnocheapandsuitableforChineseconsumerstousefilteringtechnology,theresultofwaterpurificationterminalmarketcrisis.Thispaperfirstdiscusseswaterpurifiermarketpotential,tounderstandthewaterfiltersforthecurrentsocialneeds.Withotherwaterpurificationequipment,waterpurificationdeviceshows
5、theapplicabilityWateristhefuturehomeappliancesasthemainforce,thenanalyzesthemarketingwaterfiltersfortheenvironment,througheconomicenvironmentculturalenvironmentcompetitiveenvironmentforanalysis.Marketingfoundwaterfiltersfortheproblemsthatexist,introductionbytheUnitedStatesthroughthewaterThesuccess
6、fulexperiencesandthenagainstLukwaterfiltersformarketingtotheissueandproposedsomecountermeasures.Finally,right-chuentowaterfiltersforthefuturedevelopmentofthemarketforOutlook,Aslongaswecanfullyunderstandthedevelopmentofwaterfiltersfortheexistingproblemsandcrisesinatimelymannertoregulateconstruction
7、,andlegalconstraints,waterpurificationdevicemarketwilldevelopinahealthymanne匚Keywords：marketingstrategy;Consumerattitudes;Terminalsales目录引言11净水器的市场潜力分析21」我国水质的现状21.1」政府自来水的情况21.1.2桶装水二次污染严重31.2现代人自身健康意识加强3121消费者购
