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论文编号：	12118
作者编号：	2320170561
上传时间：	2020/12/12 10:45:28
中文题目：	H铁锅公司市场营销策略及实施的研究
英文题目：	Research on marketing strategy and implementation of Wok Company H
指导老师：	李东进
中文关键字：	高端铁锅、目标市场选择、营销策略、实施保障
英文关键字：	High-end iron woks, market targeting, marketing strategies, implementation guarantee
中文摘要：	改革开放以来，随着我国经济高速发展，人民生活水平日益提高，人们对传统厨具的需求也发生了诸多变化，过去大部分中国人家里都会用一口大铁锅。由于铁锅外表丑陋、易生锈易腐蚀，越来越多的家庭换上了外表精致的不锈钢或铝合金锅具。而铁锅从中国家家户户都有的传统锅具，变成了过时落后的代名词。但逐渐人们发现这些新式的锅具无论材质还是形状并不十分适合中式烹饪，而且不粘锅的涂层脱落另一些消费者担心对身体有害。适合中式烹饪又没有涂层的铁锅逐渐开始回到消费者的视野。2018年央视纪录片《舌尖上的中国三》对“章丘铁锅”的宣传彻底引燃了铁锅复活的潮流，越来越多的家庭开始重新选择铁锅作为主要的炊具。 尽管铁锅作为中国的传统炊具，中国品牌都集中在中低端铁锅市场，而高端铁锅市场主要被一些日本品牌产品所垄断。随着中国制造业的不断发展，中国铁锅生产商生产的铁锅在材质、工艺、科技等方面并不落后，为何中国品牌仍然缺失于高端铁锅市场。在不少中国品牌不断占领手机、汽车、无人机等高科技行业的今天，中国品牌的产品有没有可能在这个市场占据一席之地呢？ H铁锅公司是一家成立于2014年的商贸公司，主营产品为日本品牌铁锅，大约占到公司销售额的90%以上。H铁锅公司自2014年起代理销售river light、堺刀司、cook-pal、山田工业所、匠究等诸多日本铁锅品牌在中国的销售，在销售过程中注意到，高端铁锅市场上一直罕有中国品牌的身影。为抓住高档铁锅的潜在需求，并拥有更多的品牌自主性，H铁锅公司在2017年注册了匠弘这一商标，期望推出自主品牌的高端铁锅产品。 本文首先对中国高端铁锅行业的发展现状与趋势进行研究，然后运用PEST分析法和SWOT分析法对H铁锅公司的内外部环境、竞争情况等进行分析，运用STP理论与营销组合策略为H铁锅公司高端铁锅产品今后的目标市场选择与营销策略提出参考和建议，随后提出了该营销策略的实施保障机制，为今后H铁锅公司在中国高端铁锅行业的发展做出更好的准备。
英文摘要：	From China’s reform and opening in 1978, people’s living standards have been improving substantially along with the fast development of Chinese economy. Chinese consumers’ need for traditional kitchenware also largely changed. In the past, most Chinese families used a big iron wok, but nowadays many families have changed to woks or frypan made of other materials, such as stainless steel. But gradually, many consumers found that these woks or frypans made of new materials like stainless steel are not very suitable to cook typical Chinese cuisine if compared woks made of iron. In 2018, Zhangqiu iron woks soared to popularity after introduced in the documentary A bite of China 3. More and more Chinese started to realize that iron woks are better to cook Chinese cuisine compared to other kinds of kitchenware. Therefore, iron woks started to revive again in the Chinese market. However, due to the lack of good-quality and high-tech, the market of high-end iron woks including woks have long been dominated by foreign brands, especially brands from Japan. Today, although manufactories in China have gained much better improvement than before in both quality and technology, and have catched up with manufactories in developed countries, there is still no Chinese brands in the high-end iron wok market. Today, Chinese brands have made great success in markets of smart phone, automobile, drone, and many others, is it possible that they can success in competing with foreign brands in this market of high-end iron wok? Wok Company H is a trade company found in 2014. It mainly focuses on the selling of Japanese brands iron woks, which made of almost 90% of total revenue. Company H have been distributor or sole agent of many brands including Riverlight, Sakaitohji, Cook-pal, Syokyu. Wok Company H noticed that Chinese brands such as Zhensanhuan are gaining much more popularity than before, but there is still no Chinese products in the high-end woks market. In order to seize the demand on the high-end woks and acquire more brand independence, Company H registered a “Jianghong” brand, planning to launch its own high-end iron woks. This paper starts from research on the development and trend of high-end wok market in China. Second, this article adopts PEST analysis method and SWOT analysis method to analyze the marketing and competing environment of Wok Company H. Then, STP theory and marketing combination strategy are adopted to establish marketing segmentation, targeting and positioning, and to give suggestions and advices on marketing strategies. Besides, advices are given on implementation guarantee of marketing strategies. Through the study of marketing strategy of the high-end wok, it is expected to offer a comprehensive preparation on Wok Company H’s enter in the high-end wok market in China.
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