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论文编号：	8626
作者编号：	2220140565
上传时间：	2016/11/30 12:35:21
中文题目：	Blueair空气净化器产品市场营销策略研究
英文题目：	Research on the marketing strategy of Blueair air purifier product
指导老师：	齐善鸿
中文关键字：	空气净化器；营销策略；以租代售；社区体验店
英文关键字：	Air cleaner；Marketing strategy；Sale by lease；Community experience
中文摘要：	近年来我国社会主义市场经济稳定发展，城镇化建设逐步推进，工业发展迅速，随之而来的就是环境的进一步恶化。尤其是从2015年开始，多个城市出现严重雾霾天气，给人们生活带来极大不便，而且极大损害了人体健康。为了应对恶劣的大气环境，人们开始积极购买各种防霾产品，空气净化器的市场需求开始增加。许多商家发现了这一商机，纷纷推出各种功能和类型的空气净化器产品，试图抢占市场赚取利润。但是许多空气净化器产品并不具备其所宣传的多种功能，而且与室外空气相比，室内空气污染物成分更复杂，对其的净化处理也更棘手，技术难度更大。 在上述背景下，作者以Blueair空气净化器为研究对象，从宏观环境和行业环境两个层面入手，对我国空气净化器行业整体情况进行分析，着重探讨了Blueair空气净化器产品目前在产品营销方面的得失，并以营销学的相关理论为支撑，结合Blueair空气净化器产品的具体特点和当前我国消费者对于室内空气的要求，准确定位其目标市场，从产品组合、价格、营销渠道和促销渠道四个方面提出了营销建议。产品策略包括丰富空气净化器产品线，进行“私人定制”产品设计。价格策略包括对经销商价格的制定以及“以租代售”模式的应用。渠道策略包括经销商营销渠道策略、社区体验店营销渠道策略和互联网交易平台渠道策略。促销策略包括百度、论坛推广、微信推广和品牌推广。在制定完Blueair空气净化器产品的营销策略后，又提出了为保障营销策略顺利进行实施所需要的保障措施，包括营销策略执行机制、销售管理机制和营销渠道各个环节的培训。保障Blueair空气净化器产品营销目标的实现。 本文的研究目的，是进一步明确Blueair空气净化器产品的市场营销目标，在准确定位目标的前提下，让更多的客户了解Blueair空气净化器产品领先于其他产品的优势，逐步提高品牌影响力。
英文摘要：	In recent years, China's socialist market economy and stable development, urbanization and gradually promote the building, industrial development is rapid, followed by the further deterioration of the environment. Especially from the beginning of 2015, a number of cities in serious haze weather, to people's lives greatly inconvenience, but also greatly damaged human health. In order to deal with the bad atmosphere, people began to actively buy all kinds of anti-haze products, air purifier market demand began to increase. Many businesses have found this business opportunities, have introduced a variety of functions and types of air purifier products, trying to seize the market to make a profit. However, many air purifier products do not have a variety of features it advertised, and compared with outdoor air, indoor air pollutant composition is more complex, its purification treatment is more difficult, more difficult technical. Under the above background, the author takes Blueair air purifier as the research object, analyzes the whole situation of air purifier industry from two aspects of macro environment and industry environment, and emphatically discusses the current situation of Blueair air purifier products in product marketing And the relevant theory of marketing as the support, combined with the specific characteristics of Blueair air purifier products and the current domestic consumer demand for indoor air, accurate positioning of its target market, from the product mix, price, marketing channels and promotional channels Four aspects of marketing recommendations. Product strategies include enriching the air purifier product line for "private custom" product design. Pricing strategies include the pricing of resellers and the use of the "rent-for-sale" model. Channel strategy, including dealer marketing channel strategy, community experience store marketing channel strategy and the Internet trading channel strategy. Promotion strategies include Baidu, forum promotion, WeChat promotion and brand promotion. After the development of Blueair air purifier product marketing strategy, but also put forward to ensure the smooth implementation of the marketing strategy needed to implement the security measures, including marketing strategy implementation mechanism, sales management mechanism and marketing channels in all aspects of training. Protection of Blueair air purifier product marketing objectives. The purpose of this paper is to further clarify the marketing objectives of Blueair air purifier products and to let more customers know the advantages of Blueair air purifier products ahead of other products, and gradually increase the brand influence.
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