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首页 威能壁挂炉营销策划方案(Plan of marketing planning for the w…

威能壁挂炉营销策划方案(Plan of marketing planning for the wall hanging furnace).doc

威能壁挂炉营销策划方案(Plan of marketing p…

胡翠林
2017-09-25 0人阅读 举报 0 0 0 暂无简介

简介:本文档为《威能壁挂炉营销策划方案(Plan of marketing planning for the wall hanging furnace)doc》,可适用于高等教育领域

威能壁挂炉营销策划方案(Planofmarketingplanningforthewallhangingfurnace)威能壁挂炉营销策划方案(Planofmarketingplanningforthewallhangingfurnace)WahcanhangfurnacemarketingplanTXTisthesmokeislonelyIfyoudon'tsmile,justdropit!PeoplearenotsmartandlearntobebaldDon'tsaymyheartifIcan'tbindmyheart!TheChopinofthecowb,alsocan'tplaythesadnessoflaozi!Behappywhenyou'realive,becausewe'redyingPleasedon'tspeakEnglishtomeinthefuture,OKPlanofmarketingplanningforthewallhangingfurnaceProjectorganizer:MrTianProjectdirectoryOverviewofwallhangingfurnaceproductsIiMarketanalysisAnalysisofcompetitorsituationIvSWOTanalysisofweienergyTargetmarketpositioningPricestrategyViiProductstrategyChannelstrategyPromotionstrategyCostestimationOverviewofwallhangingfurnaceproductsWallmountedgasfurnacewithnaturalgas,liquefiedpetroleumgas,citygasastheenergy,theheatingareaofmoflessthan,canbeinstalledinthekitchen,balcony,basementorattic,canrealizeheatingandlivinghotwateratthesametimedualsupplyAfteraddingtheindoortemperaturecontroller,canadjustthetemperasttoeastgaspipelineincbisoftenaproductofformacompletesetforrealestateconstructionShanghai,jiangsuandothereastChinaareas,wuhan,changshaandothercentralChinahavecertainmarketpotentialBecauseofclimate,theseareasaremostlyretailDistributioncharacteristicsofmarketareaTheregionaldistributionofwallhangingfurnacemarkethasobviousregionaldifference,andtheapplicationareaisbiasedinthenorthernregionThedistributionisasfollows:FIGregionaldistributioncharacteristics(datasource:huinongsurvey)Itshouldbepointedoutthat,becauseofthepullofBeijing,tianjinandotherregions,thecapacityofthewallhangingfurnaceinnorthChinahasbeenincreasedInadditiontothefactorsmentionedabove,thisiscloselyrelatedtothelocaleconomiclevelandthedevelopmentdegreeoftherealestatemarketAsisknowntoall,BeijingisoneofthelargestrealestatemarketsinChina,andthenumberofnewlydevelopedcommunitiesisgrowingrapidlyeveryyear,whichundoubtedlyprovidesopportunitiesforthesalesofwallhangingfurnacesAnalysisofcompetitorsituation(a)comparativeanalysisofheatingmodeFocusonheatingCoal,gasandoilfiredboilerasheatsource,highpollution,highcostThereisalsoacentralheatingsystem,thecentralairconditioningsystem,whichismostlyusedinthesouthHomeairconditioningheatingHighenergyconsumption,dryair,increaseddust,poorcomfortHeatingofgaswallhangingfurnaceWithnaturalgas,liquefiedpetroleumgas,citygasastheenergy,everyavailableforheatingareawithintheareaofsquaremeters,theusercanchooseaccordingtohisbefondofrandomtemperature,alsocanseparatemeasurementwithhotThermalfilmheatingWithelectricityastheheatsource,theheatfilmisheatedbytheelectricheatingfilm,andtheinfraredelectromagneticwavehasthedirectheattransferandthecomfortofthesunButitselectricityconsumptionisbig,thecellthatpowerisinsufficientisunfavorableuseHeatingofcentralliquidheatsourcethedevelopmentdirectionofthenewcenturyUsingundergroundshallowsurfacewater,soilorindustrialwastewateroflowtemperatureheatsource,byasmallamountofelectricpowerdragofheatconvertingliftingdevicecanbeusedforheating,hightemperatureheat,coldwinterheatingandsummercooling,andcanprovidedailylifewithhotwater,thecentralliquidcoolingandheatsourcesenvironmentsystemwillbethedevelopmentdirectionofourcountryandtheworld()analysisofcompetitorsinthesameindustryMajorbrandsForeignbrands:weng,faroli,beretta,ilma,shaifu,xiubei,yaxi,DEmeila,etcJointventurebrand:ariston,yandi,smallsquirrel,chulspecialDomesticbrands:wani,wanjia,midea,etcBrandstatusTheimportedbrandhas~brands,mainlyinEurope,mainlybecausethewallhangingfurnacewasfirstusedandpopularinEurope,anditwasabletospreadtootherregionsfromEuropeEuropeanproductshaveagoodreputationamongtheusergroupswithitsexcellentqualityandareintheleadingpositionintheindustryThemainproductioncountriesareItaly,GermanyandFrance,especiallyItalyenteringChina,amongwhichtheFrench,beretta,eightxi,yimaandothersarethemainbrandsTakethemarketshareinBeijingasanexample,offarrero,ofberetta,ofthelikes,andmorethanofthehorsesKorea'sproductsenteredtheChinesemarketearlier,andwereoncefavoredbypropertydevelopersforitsappearanceandpriceadvantageSuchasdaewoo,qingdong,SouthKoreafirst,crabmiandotherbrandsDomesticmanufacturerscontinuetoenterthewallhangingfurnacemarket,andtheygainsomemarketsharethroughcostandserviceadvantageAndwiththedevelopmentofenterprises,themarketsharegainedisgraduallyincreasingPricestatusAtpresent,thetotalretailpriceofgaswallhangingfurnacemarketisaboutRMB,yuan(excludingotherrelatedequipmentandmaterialsinvestmentexpense)Thefactorsthatdeterminepriceinclude:brand,accessories,performance,power,etc(exampleofaroundKW)AGermanoriginalisyuanBGermanyassemblesyuanCItalianoriginalyuanDItalyassemblesyuanTherealpriceofthedomesticspreaderisyuan(actualprice:lessthan,yuan)Ifitisonly,thepriceforthedeveloperis,yuanSalesstatusNoilEuropeproductshavethehighestpopularityandmarketshareBeijingisthebiggestconsumermarketofgaswallhangingfurnace,withtheeightlikesofItaly,beretta,farreroandimarwithhighmarketusageinBeijingGermany'sweienergy,Bosch,fismannandFrancehavetheirshareSyanemperor,thelittlesquirrel,aristonjointbrandsalesinasteadyrise,includingariston,relyingontheexistingbrandawareness,coupledwiththelatestinaseriesofpromotionalactivities,hasmadeclearinthedomesticmarketsalesIvSWOTanalysisofwireablewallhangingfurnace,opportunity,In,nearlymillionpeopleusednaturalgastoprovideconditionsforthepopularizationofthefurnaceTheformofnoilcentralheatingisduetoitshighenvironmentalpollutionEnergywasteandothershortcomingshavecausedthemarketspacetoshrinkgradually,andthereisalargermarketspaceintheformofhouseholdheatingThenumberofcommercialhousingunitslistedinthenationalmarketwillincreasebymorethanpercent,andtheproportionofmultibedroomapartments,highendcommercialhousingandvillaswillrisetoaboutpercentThreats:ItisnotbalancedbywinterandsummerThecentralliquidheating,centralairconditioning,homeairconditioningheatingisalsoasubstitutecompetitionforthewallhangingfurnaceThehighpriceofnaturalgasinsomeareasaffectsuserchoiceThedomesticbrandofthedomesticproductislocalizedproductionandoperation,andthemarketsharegraduallyincreaseswiththelowpriceandfastaccesstothemarketAdvantages:Ithasstrongbrand,capitalandmanagementadvantagesIthasarichproductline,reliablequalityandadvancedtechnologyItsatisfiesconsumers'personalizeddemandforhomeheatingequipmentandhotwaterThedoorofthewallhangingfurnaceimplementsthehouseholdheating,thedevelopersavestheconstructionofboilerroom,theplanningofthefuelstorageplace,thearea,thecost,weaknessesThepriceofthenoilishigher,andthedeliveryofaccessoriesisslow,whichrestrictsitsdevelopmentinChinaThejointventurebrandisassembledinChinaandhastheadvantagesofcapital,technologyandtalentsItalsohasnolackofbrandinfluenceandcanquicklygettothemarketInthemarketshareofimportedbrandssuchasyimaandfarrow,thereputationishighItisaworldfamousbrand,butisnotwellknowninChinaLowmarketshareTargetmarketpositioningConsideringthatthemarketshareofweicanwallhangingfurnaceissmallinChina,weneedtoconcentrateresourcesonthekeyareaswithlargemarketcapacityNorthChina:Beijing,tianjin,hebei,InnerMongoliaNortheast:liaoning,shenyang,heilongjiangNorthwestChina:shaanxi,gansu,xinjiangEastChina:ShanghaiChina:henan,shandongProductstrategy()existingproductsofthecompany:VihgasheatinghotwaterwallboilerVienergygasproductsVUPlusgasheatinghotwaterwallhangingboilersWienergygasVUWPlusgasheatinghotwaterwallboilerAboveforthepowerpartoftheproductseries,accordingtothepowercompany'sproducts,capital,technology,andsoonandsoforthcanbepowerincbindomesticpositioninginthehighendmarket,levelofthecity'shighincomeconsumersfortargetconsumergroupsInordertostrengthentheimageoftheconsumersintheconsumers'mind,wewillfocusonthedevelopmentofhighendproductswithdifferentstylesandmaturetechnologiesforrealestatedevelopersandretailoutletsWewillstrengthentheresourcesofkeyareas(Beijingandtianjin)Itisintegratedwithaseriesofproductsofweicanwallhangingfurnace,mainlyinthemiddleandhighendproducts,andintheinitialstageofthemarket,withasmallamountofmiddleandlowgradeproductstodrivethemarketPricestrategyPricingstrategy:ItembodiesthehighqualityoftheproductsItisinlinewithwei'sstatusasaworldfamouscompanyItisclosetothemarketshareoftheothercompetitivebrand:imamReferencepricingForexample:middleandhighend:eimar:RMB:,yuanForexample:middleandlowend:domestic:yuanweienergy:yuanTherearetwoadvantagesofmarketpricepositioning:Itwillgraduallyincreasesalesthroughadvertisinganddistributionnetwork,whichwillalsosavespaceforfuturemarketshareThisistodesignmoreprofitablespacefordealersorrealestatedevelopersChannelstrategy(I)distributionthroughregionalagentsCbbecausesalesarebasicallygroupbuy,from(usingthewallhangingfurnaceforheating)engineeringproject,biddingtocommissioning,deliverycycleislong,usuallytakessixmonthstoayearIfthemanufacturerbuildsitsowncontingent,itcannotonlyhavelimitedresourcesbutalsooverchargeThefollowingisacomparativeanalysisofseveralcurrentchannelmodes:Incombinationwiththeabovetable,themodelthreeagentdirectsellingmodeisthebest,because:ThecompanyhaspreliminarilyestablisheditsownsalesnetworkZhigaoairconditioninghasaperfectsalesnetworkinChinaThepurchaseofrealestatedevelopergroupstillhasahighmarketshare()theexistingnetworkofexistingagentsfortheweienergywallhangingfurnaceRegionalmarketagentsBeijingnewAidainnovationrefrigerationheatingequipmentcoLTDNortheastheilongjiangdaqingtechnologydevelopmentcoLTDLiaoningshenyangtricolorairconditioningpurificationengineeringcoLTDAnshantaishancoldandwarmengineeringcoLTDCentralChinahenanhuarongindustrialcoLTDZhengzhousnowmiddleheatsupplyequipmentcoLTDAnyangxinlinhvaccoLTDXinxianghongtaiboilerairconditioningcoLTDPuyangjinlongheatingequipmentcoLTDShandongweifangshanandeconomicandtradecoLTDZiboEdcoldwarmengineeringcoLTDHubeiwuhandeweihvactechnologycoLTDAnhuihefeiguojiacompanyHunanhunanhuixiangtechnologydevelopmentcoLTDEastChinaShanghaiShanghaizhiyouelectromechanicalengineeringcoLTDWesternshaanxixi'andeweiheatingequipmentcoLTDGansulanhuaguangdongenterprisetechnologycoLTDXinjiangurumqijointredinewmaterialcoLTDXinjiangxinjiangnewtechnologydevelopmentco,LTDSichuanchengdusceneryhvacequipmentengineeringcoLTDQinghaiqinghailonghuitradecoLTD(ii)salesmodelDirectsalestorealestatecompanies:RealestatecompanyisakeyaccountofwallhangingfurnacesalesForrealestatecompanies,theamountofselfownedusagemaybesignificantlyhigherthanthatofregionalagentsAsabigcustomerofcoursewillnotbewillingtopickupgoodsfromtheagency,usuallydirectlyandthewallhangingfurnacemanufacturersdirectlycontacttogetthemostfavorablesupplypriceAtthistime,thewallhangingfurnacemanufacturergenerallyhandlestheinterestsoftheregionalagentsanddirectlytotherealestatecompanySotargetarealestatecompanywithannualsalesofmorethanmillionyuanSuchas:Beijing:wantongrealestate,firstpurchase,sunshine,SOHOChina,ChinaresourceslandTianjin:shunchiChina,tedagroup,jinbindevelopmentShanghai:Greenland,shimaopropertyLiaoning:dalianwandaForrealestatecompanies,adopt"bigcustomersales"modeGenerallyspeaking,intheprocessofpurchasingthewallhangingfurnaceproducts,thedecisionmakerisnotaperson,butagroup,whilethefigureinthisdecisionmakinggroupistheseniorleadershipandengineeringmanagerTheseniorleadersgavetheprocurementguidelinesfromamacroperspectiveandlistenedtotherecommendationsoftheengineeringdepartmentTheengineeringmanagerwasmainlytheopinionprovidersandpurchasersTheprocurementprocessofwallhangingfurnaceisdeterminedasfollows:SalesagentRegionalmarketagentsNorthChinaBeijingBeijingtourismbusinessserviceheadofficeTianjintianjinzhengtaiindustrialcorporationHebeishijiazhuanghuichengelectricappliancecoLTDInnerMongolianewelectronictechnologycoLTDLiaoningdalianyonglinbusinesscenterShenyangsiderelectronicsJilinjilinhanyuantradeHeilongjiangheilongjiangsanlianhomeappliancelogisticscentercoLTDEastChinaShanghaijiadingjiadingairconditioningsalescoLTDZhengzhoucity,centralChina'shenanprovinceShandongjinanzhengdaairconditioningequipmentcoLTDNorthwestshaanxishaanxisanjietradecoLTDShaanxijinxingelectriccommercecoLTDGansulanzhouzhigaoairconditioningsalescoLTDXinjiangurumqixinzhigaotradingcoLTDInadditiontooptimizevaillantgroupchannelnetwork,alsocanmakefulluseoftheabovechigogrouphomeagentnetwork,alsocanuseourcommercialairconditioningpartssalesnetwork):asthecompanyfundedare(withannualsalesofmorethanmillion),themarketoperationstrengthstrong,widenetworkcoverage,hasirreplaceablesocialresourcesMainresponsibilitiesofthedealer:A,maximizetheuseofsocialresourcesandreducemarketingexpenses,BExpandthepopularityofenterprisesandproductslocallyCUsethepowerfuldistributionnetworktodistributetheproductsMainresponsibilitiesofthemanufacturers:A,providepresalesandaftersalestechnicalsupportandtrainingtoagentsanddealersBDesignalargeprofitmargin(morethanpoints)tomaketheagentconfidentandstronglyadvocatethepowerofthecompanyCInBeijingandshenyang,wechooseonestoretomakeabrandimagestoreinourownstoreD,supportthedealertoenterthetargetmarketinthebuildingmaterialsmarket,establishthestore:OnApril,solsticeonApril,wewillnegotiatewiththeheadquartersofthebuildingmaterialssupermarkettodiscussthematterofenteringthestoreAprilsolsticeApril,ItisoperatedbytheregionalagentandtheproductisstationedintheregionalbuildingmaterialssupermarketWewillmakeposters,hoistingflags,Xexhibitionracks,productsheetsandotherpromotionalmaterialsFinishtherecruitmentandtrainingoftheguideJointpromotionandpromotionactivitieswithsupermarketsSuchasshoppingguidelines,websiterecommendation,etcThefollowingtable:asofFebruary,thedistributionoflargebuildingmaterialssupermarketsinthewholecountry:ThetotalnumberofstoresinthebuildingmaterialssupermarketisBeijingshenyang,shenyang,dalian,shandong,dalian,shandong,andchangchun,tianjin,tianjinEasthomeBeijing,,,,,,,BbShanghai,,,,,,HomeworldtianjinShanghaiHomefordshenzhenIncrediblyhomeBeijingLehua,FranceTotalE,supportdistributorsandestablisheddecorationcompaniestoestablishstrategicalliance,makefulluseofitslargedomesticconsumptiongroup:OnApril,,solstice,thecommissionstandardsfordecorationcompanieswereestablishedandthecooperationagreementwasissuedOnApril,solstice,May,theheadquarters,theagentandthedecorationcompanytonegotiate,signthecooperationagreementAndthedecorationcompanybusinesspersonnel,designers,constructionpersonnelandotherrelatedproductknowledgetrainingSomeregionalexcellentdecorationcompaniesareasfollows:MarketfamousdecorationcompanyBeijingChinaconstructiondecorationengineeringcompanyBeijingindustrialpeakdecorationcompanyBeijinglonghairdecorationcompanyBeijingsouthernwinddecorationcompanyBeijingarchitecturaldecorationcompanyBeijingzhuodiandecorationengineeringcoLTDBeijingqiangxindecorationengineeringco,LTDBeijingdongyishengshengdecorationcoLTDTianjinshengmeidecorationengineeringco,LTDBeijinglonghairdecorationcompanyShanghaiShanghaipeopledecorationcoLTDShanghaijiersidecorationengineeringcoLTDShanghaiconstructiondecorationengineeringcoLTDHenantianmadecorationengineeringco,LTDZhengzhouzhongzhengdecorationengineeringcoLTDShandongshandongfufengtodecorationcoLTDShandongdecorationgroupcorporationJinanshengshundecorationcoLTDHebeibaiduspacedesigndecorationengineeringcompanygreensunshinedecorationengineeringcompanyPromotionstrategy(I)brandpromotionadvertisingandpublicrelationsTargetNoilimprovestheproduct'spopularity,molding:wallhangingfurnace,fromGermanyspecializedmanufactureThisproductfeaturesawiderangeofattentionanddesiretobuyThenoilsetsupagoodbrandimageReleaseformFocusonterminalpromotionandmagazinepromotionMethodofdeliveryNoilmagazineSomeprofessionalmagazinesforrealestatedevelopersForexample:thepurchasingguideforthemarketingofhuitongcommercialhvacrefrigerationmarketIthasgreatinfluenceinthehvacrefrigerationindustryandhashighreferenceandpracticalityintheindustryTheadvantagesofthenorthernheatingnewspaper:WiderangeInformationspreadsquicklyProfessionalmagazinesforhomedecoration"Fashionhouse"Themagazinehasanimpactintheindustry,anditstargetcustomersincludedesignersandpeoplewhoareabouttodecorateandareinterestedindecoratingNoilwebsiteForexample:Chinahvacnetwork,hvacrefrigerationindustryNoilTVCooperatewithfocusmedia,choosehighgradeofficebuildings,smalldistrictSDMdirectmailObject:largerealestatedeveloper,famousdesigndecorationcompany,middleandhighgradecommercialbuilding,etcIwillparticipateinlargescaleexhibitionsandexchangesShanghaithChinainternationalarchitecturaldecorationexhibitionExhibitiontime:April,April,TheexhibitioncycleisannualShanghaiSponsorconstructiondepartmentChinabuildingculturecenterExhibitioncategoryrealestateconstructiondecorationExhibitiondescription:Allkindsofwallpaper,clothart,coating,decorationhardware,heatingequipment,waterproofmaterial,pipewire,installationandmaintenance,intelligence,EquipmentandtechnologyArchitecture,interiordesign,environmentalplanning,etcThethChina(zhengzhou)internationalarchitecturaldecorationmaterialexpositionExhibitiontimeSeptember,September,Zhengzhou,henanprovinceOrganizerChinabuildingdecorationassociationExhibitioncategoryrealestateconstructiondecorationExhibitiondescription:Buildingceramics,sanitaryware,plumbingequipment,bathroomaccessories,paint,paint,wallhangingfurnace,radiator,boiler,centralhotwater,airconditioning,groundheatingsystem,etcRegionaldistributormeetingsTheme:theannualheatinginstallationtechnologyserviceofthetopcitiesoftheyearTime:April,solstice,April,Urbanselection:topcitiesinChina(suchasBeijing,tianjin,shijiazhuang,lanzhou,dalian,changchun,Harbin,Shanghai,zhengzhou,jinan,xi'an)Invited:localheatingindustryexperts,realestatedevelopers,wellknowndesignanddecorationcompanies,dealers,regionalmainstreammediajournalistsContentsofthemeeting:Thetechnicalexpertsofthecompanywillexplaintheexpertiseofthewallhangingfurnace,andtraindealersandrelatedparticipantsTheexpertsintheindustryoftheindustryhavebeenabletocomparetheadvantagesanddisadvantagesoftheimportedbrandandotherimportedbrandsIntheBeijingnewspapersandtrademagazines,thereporterpublishedarticlestopromotethebrand()salespromotionpromotion,personnelpromotionPromotionobjectivesItwillenhancethebrandawarenessandreputationThedomesticmarketshareofthewireablewallhangingfurnaceisimprovedPromotionareaTheregionisconcentratedinnorthChina,eastChina,northeast,northwest,andpartsofcentralChinaPromotiontimeThepromotioncycleofthenoilwasinAprilDecember,andlastedninemonthsExpectedsalesvolumeItsold,unitsandexpectedsalesofbillionyuanProductadvantagesSGermanvaillantgrouphashundredsofyearsrichexperienceintheindustryofmanufacturinggasheatingboiler,salesareinEurope,istheworld'slargestmanufacturerofcb,annualsalesofmillionunits,themarketshareofaboutItislownoisetodecibelstoreachthenationallevellownoisestandardSsafetyItworkswell,andismoreenergyefficientthantheconcentratedheatingsystemandsimilarproductsPersonneltrainingThetechnicalexpertofanheuserbuschcantrainthesalesmanandthesalesmanabouttheprofessionalknowledgeofthewallhangingfurnaceandtheadvantagesanddisadvantagesofcompetingproductsItindoctrinatedthepropertydevelopersanddecorationcompanieswiththeadvantagesofhighqualityandhighreturn,promotionSspringandautumnarefromthenorthpeak,domesticoitjoint,domesticoitcompanycommissionstandards,domesticoitcompanyisencouragedtoconsumerrecommendedpowerincb,leadconsumerstovaillantretailoutletstoreachadealIthasbeenstationedinthebuildingmaterialsmarketofcities,municipalitiesdirectlyunderthecentralgovernmentanddevelopedprefecturelevelcitiesinthenorthernprovinces,andintroducedthe"jinka"aftersalesservice:awillextendthewarrantyperiodtotwoyearsBfivefreemaintenanceItisusedtomakeDMleafletsandproductbrochureswithlargebuildingmaterialssupermarkets(suchasbqandfinearts)PersonnelpromotionIncombinationwiththelocalfamousrealestatedeveloper,wewillpromotetheeconomicconceptofthewallhangingfurnaceinthecommercialhousingsalesoffice:WehaveaseriesofproductsonthewallhangingfurnaceThecompanywillberesponsibleforonsiteinterpretationbytechnicalexpertsorprofessionalassistantsIamawellknowndesignanddecorationcompany,producingsamplerooms(wordofmouthcommunication)inmiddleandhighclassbuildingsCostestimationAccordingtothesalestarget,theadvertisingexpensesshouldbe:billion*=millionBasedonterminalpromotion,NewspapersandmagazinesarepromotedasasupplementTerminalpromotion:newspaperandmagazinepromotion=:GuangdongzhigaoairconditioningcoLTDMarketingcenterMarketingDepartmentMarch
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