【作者】 王健；

【导师】 刘东昌；

【作者基本信息】 吉林大学 ， 工商管理， 2006， 硕士

【摘要】 随着中国加入WTO,我国经济快速发展,人均GDP保持7%以上的速度持续增长,消费者购买力也保持上升的趋势。而壁炉产品也从“奢侈品”走向“生活品”。如何在日益繁荣并且竞争日趋激烈的中国壁炉市场占据一席之地并且长久的发展,是每一个壁炉厂商必须考虑的问题。巴比龙壁炉是较早进入中国市场的国内壁炉企业,专注于壁炉产品的研发、生产和销售。虽然在中国市场占据销量前几位,但正受到国外、国内壁炉的威胁,巴比龙壁炉能否在未来的发展中取得绝对的优势,关键在于它是否有一套适应中国壁炉市场的营销策略组合。本文首先在WTO的背景下,分析了中国壁炉市场现状,探讨了壁炉市场的发展趋势,并且对中国壁炉市场的未来市场容量进行了分析与预测。在此基础上,本文从宏观和微观两个方面对巴比龙壁炉的营销环境、竞争对手进行详细分析,并对目前的消费者购买行为进行了具体的分析,最后分析巴比龙壁炉的营销组合策略以及实施营销策略的保障措施。更多还原

【Abstract】 Along with the progress of the opening policy, China has made a great achievement in economic within just two decades. Shanghai, as the financial center of China, increased the speed of the syncretism of the eastern and western culture, and the existence of a huge amount western style building has indicated a giant market for fireplace dealers.Bobylon fireplace Ltd. is the pioneer of fireplace manufacturer in China; it takes possession of more than 40% market share of the fireplace market in China for a time, followed by overseas fireplace giants Dimplex, Invicta etc. At year 2003, new forces of fireplace producers suddenly rise in China, and once taken possession of over 50% market share at the first quarter of 2004. Up to the beginning of year 2005, China has over 1.3 million fireplace users. This paper discussed how Bobylon use its reasonable and effective marketing strategy to compete in this rapidly developing market.Firstly, the author used the PEST module to analyze and evaluate the macro-environment, micro environment and competition status. Bobylon is facing national policy adjustment, demand increasing and diversification. It’s also facing price descend, and threaten of fast developing technology. The author analyzed the policy, law and economic environment, especially in Yangzi River Delta. As about Jiangsu and Zhejiang province, both are well developed, denizens here have very strong consumption ability, demands for luxury fireplaces are very optimistic. China is a very historical country, as we keep our traditional culture on one hand, on the other hand, we also adopt更多还原