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论文编号：	14283
作者编号：	2320213781
上传时间：	2023/12/11 12:40:27
中文题目：	卡乐公司商用加湿器营销策略研究
英文题目：	A Thesis on Marketing Strategies of CAREL Company Commercial Humidifiers
指导老师：	张永强教授
中文关键字：	卡乐公司；商用加湿器；营销策略
英文关键字：	CAREL Company；Commercial humidifier；Marketing strategy
中文摘要：	随着我国科学技术和经济的不断发展，暖通空调行业的生产标准日渐完善。 根据现行国标 GB/T 29736-2013 的要求，在商用空调中配置加湿段以确保空调的 空气处理机在送风时保持一定的相对湿度已成为国家标准的规范要求。同时，在 工业领域（如烟草、纺织和电子生产加工等行业），稳定的相对湿度是生产安全 和生产质量的必要条件。此外，随着人们生活品质的提升，一些高端消费群体开 始关注湿度对健康和舒适度的影响。这些市场环境对商用加湿器的发展带来了 利好因素。然而，市场竞争激烈，卡乐公司作为高端加湿器的生产商，面临市场 占有率低和增长乏力等挑战。因此，深入研究卡乐公司商用加湿器的营销策略对 于提升其市场竞争力具有重要现实意义。 本文以卡乐公司商用加湿器的营销策略现状为切入点，以现代市场营销理论 为指导，采用 PEST 工具分析卡乐公司的宏观环境，采用波特五力模型分析卡乐 公司的产业竞争格局，采用 SWOT 分析工具分析卡乐公司的优劣势以及所面临 的机会和威胁，运用市场调研等方式，分析卡乐公司现有营销体系存在的潜在问 题。本文运用STP理论对卡乐公司商用加湿器的市场进行了立体多维度的细分， 提出聚焦高价值目标市场和基于企业自身优劣势的市场定位。在此基础上，本文 针对产品结构不全和服务品质低下、缺乏科学定价体系、促销推广渠道和营销内 容单一老旧以及渠道受阻等问题，提出了产品创新和产品系列优化策略、定价导 向和价格体系优化策略、多种推广和促销策略以及多渠道建设和分销策略，并从 组织、人员、管理工具和管理流程以及财务管理等方面阐述了营销策略优化的实 施保障措施。 本文的研究旨在为卡乐公司根据竞争形势和现存营销问题，在市场营销组合 策略及实施保障等方面提供优化建议，此外，也希望这些建议可以为同行业的相 关公司提供一些参考。
英文摘要：	As China's science, technology, and economy continue to develop, the production standards in the HVAC (Heating, Ventilation, and Air Conditioning) industry are gradually improving. According to the current national standard GB/T 29736-2013, to install humidification section in commercial air conditioning systems to maintain a certain relative humidity during air supply has become a regulatory requirement. Simultaneously, in industrial sectors such as tobacco, textiles, and electronics manufacturing, stable relative humidity is a necessary condition for production safety and quality. Furthermore, as people's quality of life improves, some high-end consumer groups are starting to pay attention to the impact of humidity on health and comfort. These market conditions have created favorable factors for the development of commercial humidifiers. However, the market is highly competitive, CARELCompany, as a manufacturer of high-end humidifiers, faces challenges such as low market share and sluggish growth. Therefore, research on CARELCompany's marketing strategy for commercial humidifiers is meaningful to enhance its market competitiveness. This thesis takes the current status of CAREL Company's marketing strategy for commercial humidifiers as a starting point, guided by modern marketing theories. It employs the PEST tool to analyze the macro-environment of CAREL Company, uses Porter's Five Forces model to analyze the industry's competitive landscape, applies SWOT analysis to assess CARELCompany's strengths, weaknesses, opportunities, and threats, and utilizes market research to analyze potential issues in CAREL Company's existing marketing system. The thesis applies STP theory to segment the market for CAREL Company's commercial humidifiers in a multidimensional way and proposes a focus on high-value target markets and market positioning based on the company's own strengths and weaknesses. Based on this foundation, the article addresses issues such as incomplete product structure, low service quality, the absence of a scientific pricing system, outdated promotion channels and content, and channel blockages. It proposes strategies for product innovation and product line optimization, pricing-oriented strategies, II Abstract optimization of pricing systems, various promotion and marketing strategies, as well as multi-channel development and distribution strategies. Organization , human resource, management processes and finance measures are also suggested for these optimization strategies. The aim of this thesis is to provide optimization recommendations for CAREL Company in terms of marketing mix strategies and implementation support, considering the competitive landscape and existing marketing issues. Additionally, we hope these recommendations can serve as references for related companies in the same industry.
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