中文摘要
随着国民物质生活水平的不断提高，人们对于饮水质量及卫生安全提出了越来越高的要求。伴随着环境和水资源污染严重程度的不断升级，饮水安全问题越来越成为日常生活中亟需解决的问题之一。虽然20世纪末期出现的桶装水在一定程度上缓解了饮水安全问题带来的危害，然而由于二次污染、高耗能及劣质桶装水等问题的出现，人们越来越需要一种能够提供更加清洁、安全水质的净水产品，以确保日常生活的健康安全。
厦门尚好泉生物科技有限公司成立于1997年，是一家以销售中高端净水设备产品为主的公司，产品主要分为家用水处理系统，厂矿、学校、写字楼用水处理系统，商用水处理系统及工业水处理系统四大类别。由于营销制度及营销手段的相对缺乏，公司历年销售业绩增长缓慢，预计2013年销售额1000万元，主要市场为厦门及周边城市，市场份额占比低于5%,其中60%以上销售额来源于家用水处理系统产品的销售。
虽然经过十多年的发展，公司的尚好泉牌净水产品得到了用p的不断认可和好评，但是公司如何在激烈的竞争环境中脱颖而出，进一步扩大市场占有率、提高产品知名度，应对日益激烈的竞争环境，将是公司亟需解决的重要问题。
本论文通过收集、整理行业内外相关数据、竞争对手相关资料、依据消费者行为的内外因素设计调查问卷，消费群体调研采集数据，通过SpSS软件进行统计分析，相关分析等方式，立足于厦门尚好泉公司现状及发展规划，结合《市场营销》、《消费者行为学》、《市场调研方法与应用》、《战略管理》等相关课程知识，从消费者行为学与4C理论等角度出发，分析影响消费者购买的原因及关键因素，进而制定尚好泉公司净水器产品营销策略，以期使得公司在激烈的竞争环境中脱颖而出，不断成长壮大。
关键词：净水器；消费者行为；营销策略
Abstract:Along with the development of the improvement of people's live standard,people request higher demands on tiie quality and safety of drink water. Especiallywith more serious pollutions of environment and water resource,the concerning ofsafe drink water has become a more and more important issue that needs to be solvedas soon as possible in people's daily live. Although the bottled water which started inthe end of 20th century relieved the damage caused by the safety of drink water tosome extent,people need water purifiers urgently than ever before which can providethom more clear and safe water to make sure the health and safety of their live whenthere are more problems of bottled water from secondary contamination, intensiveenergy consumption and inferior products.
Xiamen Shanghaoquan Biological Technology Ltd. is a trading corporationmainly for water purifiers in the mid-market and high-end market. It was establishedin 1997. There 财 four series of water purifiers separately for residential waterpurifying systCTi, company, school and office building water purifying system,commercial water purifying system and industrial water purifying system. Thecorporation did not grow fast as expectation because the weakness of marketing overthe past years. The estimated turnover is 10 million yuan in 2013,mainly comingfrom the market of Xiamen area and surrounding cities with less than 5% marketshares, in which more than 60% comes from water purifiers for residential waterpurifying system.
After years of development, the water purifiers of brand Shanghaoquan isbecoming more and more acceptable by customers in the market. It becomes a moreserious issue to Xiamen Shanghaoquan that how to be successful in such a fiercecompetitive environment by increasing market shares and improving brandrecognition.
This thesis is going to analyze the reasons and the critical factors of consumerbehaviors during the process of decision-making and make a marketing strategy forwater purifiers of Xiamen Shanghaoquan to help the corporation to be moresuccessful in competition and grow up step by step by using the knowledge ofconsumer behavior and 4C theory according to the courses of Marketing,ConsumerBehavior, Method of Market Investigation and Application and Strategy Managementwith consideration of the current situation and strategic plan of XiamenShanghaoquan. The questionnaire will be designed basing on internal and externalfactors of consumer behavior and the data of water purifier industry and competitorsof Xiamen Shanghaoquan. All data are going to be processed by SpSS for statisticalanalysis and correlated analysis.
Keywords: Water purifier; Consumer behavior; Marketing strategy.
目录
第一章 导论
第一节选题背景与研究意义
第二节研究内容及方法
第三节论文结构
第二章相关理论综述
第一节水资源现状概述
第二节消费者行为理论
第三节市场营销理论
第四节市场营销活动管理
第五节4P营销理论与4C营销理论对比分析及应用
第三章净水器产品市场现状研究
第一节净水器产品市场宏观环境分析
第二节厦门尚好泉公司净水器产品竞争环境
第三节净水器产品发展趋势分析
第四章调研问卷设计及数据分析
第一节调研问卷设计
第二节调研数据分析
第五章净水器产品设计及市场营销策略
第一节客户需求
第二节客户沟通
第三节客户便利
第四节愿付成本
第六章论文结论与不足
第一节论文结论
第二节存在不足
参考文献
致谢
