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论文编号：	10545
作者编号：	2120162843
上传时间：	2018/12/6 21:27:24
中文题目：	HR家用净水设备营销渠道策略及实施的研究
英文题目：	The Research on Marketing Channel Strategy and Implementation of HR Household Water Purification Equipment
指导老师：	李东进
中文关键字：	净水设备；家用净水设备；净水设备行业；营销渠道；市场营销
英文关键字：	water purification equipment; household water purification equipment; water purification equipment industry; marketing channels; marketing
中文摘要：	随着社会不断发展和人民生活水平日益提高，消费者对美好生活的向往也日益提高。因此，健康需求和安全需求成为消费者日益关注的焦点，其中水健康显得更加重要。在欧美和日韩等发达国家，公共饮水服务尤其发达，家用净水设备的普及率亦达到80%以上，而在中国，净水设备普及率非常之低，还不到8%。中怡康数据显示，中国有超过83%的消费者认为家庭中的饮用水需要经过净化。可见，消费者的健康安全饮水意识已经非常浓厚，这也意味着净水设备有着巨大的市场需求。而且，中国经济的飞速发展，中产阶级的不断扩张，也推动了净水设备的快速增长。本文以HR净水设备公司为研究对象，基于经济学理论，运用管理学和市场营销理论及模型，对HR净水设备公司的营销渠道建设和管理，进行了详尽的分析和研究。本文主要包含两大部分。第一部分由前三章构成，主要阐述了研究的背景，并提出问题，回顾了相关行业管理理论，并介绍了净水设备行业的市场状况及发展趋势。第二部分也分成了三章，以HR公司实例为基础，在第四章介绍了营销渠道的选择及管理，利用SWOT分析法对其渠道建设进行了分析。第五章对HR公司多元化营销渠道的管理方式，风险控制进行了具体的研究。最后通过研究对该多元化营销渠道发展提出了自己的见解和建议。
英文摘要：	With the continuous development of society and the continuous improvement of material civilization， consumers are increasingly yearning for a better life. Therefore， health and safety have become the focus of consumers' attention. And water health is particularly important. In developed countries， such as the countries in Europe， America， Japan and Korea， public drinking water service is especially developed， and the penetration rate of water purification equipment is above 80%. But in China， the penetration rate of water purification equipment is very low， less than 8%. According to the data of China Market Monitor Company， more than 83% of the consumers in China think that drinking water needs to be treated or purified. It can be seen that consumers' awareness of health and safety of the drinking water has become very strong， which means that water purification equipment has a huge market demand. Moreover， the rapid development of economy and the continuous expansion of the middle class in China have also promoted the rapid growth of water purification equipment. Based on the theory of economics， using the theory of management and marketing theory and model， this research takes HR water purification equipment company as the research object and makes a detailed analysis and research on the marketing channel construction and management of it. This research mainly contains two parts. The first part is made up of the first three chapters， which mainly expounds the background of the research， puts forward the problems， reviews the related industry management theory， and introduces the market situation and the development trend of the water purification equipment industry. The second part is also divided into three chapters， which is based on the example of HR company. In the fourth chapter， the selection and management of marketing channels are introduced， and the channel construction is analyzed by the SWOT analysis method. The fifth chapter makes a specific study on the management mode of the diversified marketing channels and the risk control of HR company. Finally， we put forward our own opinions and suggestions on the development of diversified marketing channels according to the research.
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