论文总字数：29056字

摘 要

伴随着中国经济飞速平稳的发展，中国的消费水平较改革开放前有了质的飞跃。中国市场也逐渐脱颖而出，成为世界的关注的焦点。与此同时，随着居民生活水平的显著提高，人民消费水平也不断提高，中国的家电市场也正在面临着新的发展机遇与挑战。日渐成熟的发展条件孕育而生，促进了热水器行业的飞速发展，其销量以每年约25％的速度飚升。国内热水器市场竞争更趋激烈，竞争手段也趋于多样化。外资品牌也纷纷将目标对准中国市场，致使中国整个市场发展迅猛。

阿里斯顿热能集团首先将欧洲流行的电热水器引入中国市场，在中国推出主打品牌阿里斯顿ARISTON的热水器，集团深信中国这片土地存在巨大的发展潜力，不仅倾注了欧洲的科技和人性化的设计，更符合中国的国情。作为全球供暖行业领先的公司之一，阿里斯顿热能集团提供全系列供暖和热水产品、系统、服务，致力于提供最高程度的舒适和最低的能源消耗。阿里斯顿有超过80年的专业经验，在160多个国家有销售网络，是新能源科技领域领航者。在国家热水器新行业标准的实施过程中，由于行业竞争的进一步加剧，新的机遇与挑战摆在了阿里斯顿热水器在中国的市场面前。因此，资源整合与市场开拓对公司的中国战略至关重要。

本文采用由大到小，由浅入深的思路，首先对行业及市场进行简单概述，包括市场的发展史、行业现状以及行业特点，再从市场需求、消费者行为、市场竞争三个方面对市场进行分析。然后进一步对阿里斯顿热水器进行市场细分确定目标市场，并通过SWOT分析及波特五力完成市场定位及分析。最后利用4P理论从价格、渠道、产品、促销四个方面进行营销策略分析进而得出结论。

本文站在客观的角度，以市场营销学、企业战略管理、管理学等理论为指导，着重于企业实战的营销策略应用，并结合行业及企业的具体情况，积极创新，力求能为热水器行业在中国家电市场的发展提供一套科学客观、有实际操作性的营销策略，希望对阿里斯顿公司及其他热水器公司未来在中国市场的发展有所裨益。

关键词：热水器；市场研究；消费者行为；销售渠道

Abstract

With the rapid and steady development of China"s economy, China"s consumption level has made a qualitative leap before the reform and opening up. The Chinese market is emerging as the focus of the world. At the same time, with the remarkable improvement of the living standard of residents and the continuous improvement of people"s consumption level, China"s home appliance market is facing new development opportunities and challenges. Mature development conditions have been born, which has promoted the rapid development of the water heater industry, and its sales volume has increased by about 25% per year. Domestic water heater market competition is more intense, the competition means also tends to diversify. Foreign brands have also targeted the Chinese market, leading to a rapid development of the entire Chinese market.

ARISTON thermo group will first European popular electric water heater is introduced into the Chinese market, in China the main brand ARISTON ARISTON water heater, the group is convinced that the development of the land there is a huge potential in China, not only has poured into the European technology and humanized design, more in line with China"s national conditions. As one of the leading companies in the heating industry in the world, ariston thermo group provides a full range of heating and hot water products, systems and services, is committed to providing the highest level of comfort and the lowest energy consumption. With more than 80 years of professional experience, ariston has a sales network in more than 160 countries and is a leader in the field of new energy technology. In the implementation process of the new industry standard of national water heater, new opportunities and challenges are set in front of the market in China due to the further intensification of competition in the industry. Therefore, resource integration and market development are vital to the company"s China strategy.

In this paper from big to small, distinguished ideas, first of all to make a simple overview, industry and market including market development, industry status and industry characteristics, and out of the market demand, consumer behavior, market competition from three aspects to analyze the market. Then, the market segment of ariston water heater was further defined, and market positioning and analysis were completed through SWOT analysis and porter"s five forces. Finally, 4P theory is used to analyze the marketing strategy from four aspects of price, channel, product and promotion, and then draw a conclusion.

This article stands in the Angle of the objective, take the market marketing, strategic management, management theory as a guide, focusing on the enterprise marketing strategy application of practices, and combined with the specific situation of the industry and enterprise, positive innovation, and strive to help water heater industry in the development of the Chinese electrical appliances market to provide a set of scientific and objective and practical operational marketing strategy, hope for the future ariston water heater and other companies in the development of China"s market.

Keywords: Wrater Heater;Market Analysis;Commmer

目 录

摘 要 I

Abstract II

第一章 绪 论 4

1.1 研究背景 4

1.2 研究目的及意义 4

1.3 研究内容及方法 4

1.4 论文框架 2

第二章 相关文献综述（或者相关理论） 4

第三章 我国热水器产品及行业概况 5

3.1热水器产品分类及特点 5

3.2我国热水器行业发展史 5

3.3我国热水器行业发展现状 6

第四章 我国热水器市场分析 7

4.1市场需求分析 7

4.1.1我国市场需求状况 7

4.1.2市场需求预测 8

4.2消费者行为分析 8

4.2.2影响消费者购买行为的因素 9

4.2.3消费者购买过程分析分析 11

4.3市场竞争分析 11

4.3.1整体市场竞争分析 11

4.3.2主要竞争对手分析 12

第五章 阿里斯顿的市场定位 16

5.1 阿里斯顿热水器中国公司基本状况 16

5.1.1 阿里斯顿公司简介 16

5.1.2 阿里斯顿公司产品简介 16

5.2 热水器市场细分 17

5.3 阿里斯顿目标市场的选择 18

5.3.1 细分市场评估 18

5.3.2 阿里斯顿热水器SWTO分析 18

5.3.3 战略类型的选择 21

5.3.4 阿里斯顿的市场定位 21

第六章 阿里斯顿热水器营销策略分析 22

6.1 产品策略分析 22

6.1.1 产品生命周期 22

6.1.2产品及服务分析 22

6.2 价格策略分析 23

6.2.1对技术领先产品的定价 23

6.2.2对普通热水器产品的定价 24

6.2.3对面临淘汰产品的定价 24

6.3 分销策略分析 24

6.4 促销策略分析 24

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