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论文编号：	13385
作者编号：	2320190581
上传时间：	2022/6/14 9:13:42
中文题目：	LS家用净水器营销策略及其实施研究
英文题目：	Research on marketing strategy and implementation of LS household water purifier
指导老师：	张永强 教授
中文关键字：	LS家用净水器；营销策略；实施保障措施；
英文关键字：	LS household water purifier; Marketing strategy; Implementing safeguards;
中文摘要：	上世纪八十年代，家用净水器作为一个“舶来品”首先在上海地区被引进中国市场。经过在中国市场四十多年的发展，目前逐步进入了行业的成长期和洗牌阶段，成为近年来家电建材行业里市场容量复合增长最快的品类，目前已经有上千家的家用净水器企业获得了卫生部颁发的卫生许可批件。各类家用净水品牌和家用净水商品的不断涌现，也导致了家用净水器行业的市场竞争日趋激烈化、白炽化。 LS家用净水器作为家用净水器行业中一家具有代表性的品牌，为了顺应市场和竞争环境的变化，需要不断对自身的营销策略进行优化调整，以提升在整个家用净水行业内的竞争优势。 本文以市场营销理论为指导，在回顾我国家用净水器行业的发展历程和竞争现状的基础上，运用PEST和SWOT环境分析方法及营销战略理论、4Ps营销组合理论和服务营销理论，从LS家用净水器现行营销策略中存在的问题出发，并根据家用净水器行业的特点和LS家用净水器的自身情况，剖析了LS家用净水器现行营销策略存在问题产生的原因，并着重对LS家用净水器营销策略的优化完善及其实施保障措施进行了深入探讨和研究。本文从理论与实践相结合的视角，对LS家用净水器的战略定位、营销组合策略、人员和有形展示策略、过程营销策略进行了研究，并从可操作性的层面，提出营销策略的实施保障措施，目的在于确保LS家用净水器的营销策略能更好地适应家用净水器行业的发展趋势，进而提升自身的竞争优势和市场份额，实现其可持续成长，同时对家用净水器行业的健康发展有所裨益。
英文摘要：	In the 1980s, water purification, as a "borrowed" was first introduced into China market in Shanghai area. After 40 years of long slow development, and now gradually into the industry's growth and reshuffle stage ,becoming the category with the fastest compound growth of market capacity in the home appliance building materials industry in recent years. The emergence of various domestic water purification brands and domestic water purification commodities has also led to the domestic water purification industry increasingly fierce market competition, incandescence. LS household water purifier is a representative brand in the household water purifier industry. In order to adapt to the changes of market and competition environment, it is necessary to optimize and adjust its marketing strategy to enhance its competitive advantage in the whole domestic water purification industry. Under the guidance of marketing theory, this paper reviews the development process and competition status of domestic water purifier industry in China. Based on PEST and SWOT environmental analysis methods and strategic marketing theory, 4Ps marketing mix theory and service marketing theory, it starts from the problems existing in the current marketing strategy of LS household water purifier. And according to the characteristics of the household water purifier industry and the situation of LS household water purifier itself, analyzes the reasons for the problems existing in the current marketing strategy of LS household water purifier, and focuses on the optimization and improvement of LS household water purifier marketing strategy and its implementation guarantee for in-depth discussion and research. From the perspective of theory and practice, this paper studies the strategic positioning, marketing mix strategy, personnel and visible display strategy, and process marketing strategy of LS home water purifier, and from the Operability level, put forward the implementation safeguard measure of the marketing strategy. The purpose is to ensure that the marketing strategy of LS household water purifier can better adapt to the development trend of household water purifier industry, so as to enhance its competitive advantage and market share, realize its sustainable growth, and benefit the healthy development of household water purifier industry.
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