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论文编号：	8139
作者编号：	2220130114
上传时间：	2016/5/23 11:31:43
中文题目：	中国卫浴行业市场竞争与营销模式研究
英文题目：	China sanitary ware industry market competition and marketing model research
指导老师：	白长虹
中文关键字：	卫浴行业;竞争;发展模式;营销模式;
英文关键字：	Sanitary industry; Competition; Development model; Marketing model;
中文摘要：	国内建材行业经过近20年的发展，一直持续爆发式增长。由于卫浴市场进入门槛低，投入资金少，技术含量低，市场竞争激烈，高端市场都被国外品牌占领，中端市场由国内一线品牌纷争，低端市场企业繁多，鱼龙混杂。在中高端市场，主要是国内一线品牌和国外品牌竞争，中低端市场，主要是国内洁具企业竞争。如今大品牌的市场增长预期放缓或销售持平，小品牌不乏倒闭消失，在这场行业洗牌期间，综合能力较强的几大企业脱颖而出。 在市场发展初期，各大品牌，群雄角逐，放眼望去，整个卫浴行业，大的不强，小的不弱，或依靠原有的品牌积累，或依靠设计优势，或依靠渠道优势，在自己的一方小天地里过的有滋有味。 随着市场的发展，我们卫浴行业集中度会进一步提高，跟随国内企业品牌意识的觉醒，核心技术的突破，具备可持续发展后劲和雄厚企业实力，具有多年运作经验的品牌，将获得经销商追随，也将在市场进一步做大做强，增大市场份额。未来的卫浴洁具行业格局将呈现寡头集中、强者恒强的局面。 在这种趋势下，本文围绕卫浴行业的市场竞争进行分析，传统营销模式已经退出历史的舞台，现有的营销模式已经不能适应卫浴行业市场竞争的需求，未来的营销模式是值得我们要研究和探讨的问题。研究结果显示，跟随互联网时代的到来，电子商务、互联网家装、跨界营销、大数据智能化等新型的营销模式必然取代传统营销模式。 本文结合实际情况，对中国卫浴行业营销模式发展进行全面的阐述，为国内卫浴的发展提供参考和指导。
英文摘要：	The industry of building material is increased continuously after the development for 20 year. In due to the low barriers to entry sanitary ware market, less invested funds, low technological content, fierce market competition, the high-end market are occupied by foreign brands. The first-line brand in the domestic dispute in middle-market are occupied by foreign brands. The first-line brand in the domestic dispute in mid-market. There are lots kinds of enterprises in low-end market, good or bed. Mainly enterprises of sanitary ware in the domestic compete in the high or middle-end market. Now famous brands market growth is expected to slow down or stable, and many small brands are disappeared. During the period, a few big companies which have comprehensive ability wined in this competition. In the early days of market development, Each big brands are competing with each other, and for the whole industry of sanitary ware, the big brands are not strong, the small brands are not weak, they are replying on the accumulation of original brand, or on the advantage in design, or on the advantage of channels, the sales well in their own market. Along with the development of the market, The centralization degree will be further improve for industry of sanitary ware. follow the domestic enterprise brand consciousness awakening, the core technology breakthrough, has the power of sustainable development and abundant enterprise strength,As the experience of the brand which many year in operation ,will be get the follows of dealer, also will further develop and expand in the market, increase market share. The pattern of sanitary ware will present oligarchs concentrate and strong stronger in future. In this trend,This paper focuses on market competition bathroom industry for analysis,Traditional marketing model has quit the stage of history,Existing marketing model can not meet the needs of market competition bathroom industry,Future marketing model is worthy of our study and to explore the issue.The results show,Follow the Internet era,E-commerce, internet home improvement, cross-marketing, big data intelligence and other new marketing model is bound to replace the traditional marketing model. Combining with the actual situation,his article will be Conduct a comprehensive exposition for the mode of sanitary ware industry and will provide reference and guidance for the development of domestic sanitary wares.
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