摘要随着我国国民生活水平的显著提高，人们对饮用纯净无污染的水的渴望也与日俱增。近年来，净水器的发展给矿泉水、纯净水等的生产销售带来一定的冲击。然而实际上，净水器并没有形成像理论上预测的迅速发展。净水器市场整体处于低迷阶段，市场不规范，厂家商家不断进进出出，行业标准迟迟没有制定，竞争十分激烈。广州致能水处理设备有限公司成立于2000年，前身为广州典冠水科技有限公司。公司经过近十年的打拼，已在广州乃至全国净水器市场占有一定的份额。但是在如今市场全球化的趋势下，要想在这个市场继续取得更大的成功，就必须要有自己的独特的营销手段。本文采用理论分析和实际相结合的方法，以营销学的7Ps理论为指导，用整体营销的概念，在大量收集、阅读、分析净水器行业市场营销资料、文献、以及对净水器产品特征、市场营销特征等论述的基础上，对净水器的新营销模式进行了分析。关键词：净水器市场；广州致能水处理设备有限公司；营销策略；水处理行业AbstractAseconomicdevelopmentandimprovementoflivingstandard,thedesireofdrinkingpuretaintlesswaterwillbesteadilyontheincrease.Recently,waterconditionersbringaboutattacktothepurewaterandthemineralspringwaterinacertainextent.Butactually,waterconditionersdon'texpandasrapidlyaspredicted.Themarketisalwaysinadownturn,theinsandoutsofthefranchiseres,andthestandardsaren'tdrawnup.GUANGZHOUZHINENGWATERTECHNOLOGYCO,LTDisestablishedinyear2000,whichdevelopedfromGuangzhouClassicCrownWaterTechnologyCo.Ltd.Beenstrugglinginthismarketforalmost10years,ZHINENGhastakeapartmarketshare.Butinthetrendofeconomyglobalization,ifZHINENGwantstodobetter,itmusthaveitsownmarketingmethods.Inthisarticle，theoreticalandpracticalanalysiswereusedasthemethods,andthemarketing7PStheorywasusedastheguide.Withtheoverallmarketingconcept，thisarticlewasanalysisedbasedonresearching,reading,analyzingofthewaterconditionersmarketinginformationandtheproductcharacteristicsofthewaterconditioners,themarketingcharacteristics．Keywords:marketofthewaterconditioners;GUANGZHOUZHINENGWATERTECHNOLOGYCO,LTD;Marketingstrategy;theindustryofwatertreatment目录摘要............................................................1Abstract............................................................2第一章绪论.......................................................41.1选题背景及意义...............................................41.1.1选题背景...............................................41.1.2选题意义...............................................41.2文献综述.....................................................51.3论文的整体结构与主要内容.....................................7第二章公司及产品概况...............................................82.1公司简介.....................................................82.2部分产品介绍.................................................8第三章广州净水器市场环境分析......................................103.1市场需求环境分析............................................103.2市场发展趋势分析............................................103.3市场竞争环境分析............................................113.3.1竞争历史分析..........................................113.3.2竞争环境分析..........................................113.4本章小结....................................................14第四章营销现状诊断及改进建议......................................154.1营销现状诊断................................................154.2营销现状改进建议............................................164.3本章小结..............................................
