随着人们生活水平和质量的提高，我国厨卫小家电消费开始升温。根据慧聪家电研究所数据显示，近年来中国厨卫小家电的销量每年以超过30%的速度持续飙升，吸油烟机，燃气灶，消毒柜的年需求量也在逐年增[1]。
正是由于厨卫小家电强大的市场潜力，再加上10%的行业利润水平，吸引了众多家电企业的投入，竞争的激烈程度不断升级。
宁波方太厨具有限公司成立于1996年1月，是一家以生产“方太”牌集成厨房、吸油烟机、家用灶具、消毒碗柜等厨房系列产品为主的企业，公司总资产3.13亿元，品牌价值32.35亿元，强调“品牌化，精品化，专业化”的厨房专家形象。方太厨具以其准确的市场定位和有效的市场营销策略，连续多年稳居同行业的霸主地位。目前方太厨具已成为中国厨卫小家电领域最为成功的生产厂家之一。
本论文旨在通过对方太厨具市场营销策略现状的分析，总结出方太厨具在其市场营销策略制定方面的优点与不足，并针对其不足给出相应的改进意见。论文主体分为四个部分，首先介绍宁波方太厨具有限公司的概况；其次对我国目前的厨卫小家电市场进行阐述，其中重点阐述了国内外厨卫小家电产品的竞争状况；第三部分分析方太厨具在市场定位，产品，价格，分销，促销等几个方面的成功与不足；最后一部分针对第三部分的不足之处，给出相应的改进措施。
关键词 厨卫小家电；方太厨具； 市场营销策略；
ABSTRACT
As people's living standards and the quality of life are improving, the consumption of China's small kitchen and bathroom home-appliance is warming up. According to the data from CongHui Home-Appliances Institute, China's small kitchen appliances sales, in recent years, increased annually to more than 30% by the speed of continuously rising. Besides, the demand of Range Hood, Gas Stove and Disinfector is growing year by year. Because of the small kitchen and bathroom home-appliances has strong market potential and 10% of the industry's level of profits attracted many home appliances enterprises into this competition, and the intensity continued to escalate.
NingBo Fotile Kitchen Cooperation, founded in January 1996, is to produce a "Fotile" brand integration kitchen, Range Hood, Household Cooking Stoves, Disinfectors and kitchen series products businesses, Fotile assets is total 313 million yuan, the value of brand is 3.235 billion yuan. Fotile is always stressing "the brand, the boutique, the profession "the aim of Fotile is becoming the kitchen experts. Due to his accurate market positioning and effective marketing strategy for years, Fotile, as the industry's dominant status, retains its position. So far, Fotile has become one of the most successful small kitchen and bathroom home-appliance companies in domestic. This paper seeks to analysis the marketing strategies of NingBo Fotile Kitchen Cooperation, and then sums up the advantages and disadvantages of its marketing strategy for the development, and according to the lack of the marketing strategy gives the corresponding improvements.
This dissertation is divided into four parts. First part introduced the summary of NingBo Fotile Kitchen Cooperation; second part explains the current situation of market which focuses on the domestic and international small kitchen and bathroom home-appliance competition; third part mainly analyses the success and shortcoming of Fotile Kitchen’s market position, product, price, promotion; the last part will give the corresponding improvement measures responding the third part.
Key words：small kitchen and bathroom home-appliance；Fotile Kitchen；marketing strategy
目 录
摘 要 I
ABSTRACT II
第1章 绪论 1
1.1问题的提出 1
1.1.1宁波方太厨具有限公司简介 1
1.1.2问题的提出 1
1.2 本文的研究内容及意义 1
1.2.1本文的主要内容 1
1.2.2本文研究的意义 2
第2章 我国厨卫小家电市场现状分析 3
2.1 我国厨卫小家电产品的市场需求分析 3
2.2我国厨卫小家电产品的市场竞争格局分析 4
2.2.1 国外大家电集团军的进入 4
2.2.2国内大家电集团军的进入 5
2.2.3国内厨卫小家电原有专业品牌集团 6
2.2.4国内其它厨卫小家电集团军的进入 7
2.3厨卫小家电消费者分析 8
2.3.1消费者类型分析 8
2.3.2影响消费者购买产品的因素分析 9
2.3.3消费者购买产品的行为分析 10
2.4本章小结 11
第3章 方太厨具市场营销策略现状及存在问题分析 12
3.1方太厨具市场细分及目标市场定位 12
3.1.1方太厨具市场细分 12
3.1.2方太厨具的目标市场定位 13
3.2方太厨具市场营销策略现状及存在问题 14
3.2.1产品策略分析 14
3.2.2价格策略分析 18
3.2.3分销策略分析 19
3.2.4促销策略分析 21
3.3本章小结 24
第4章 方太厨具市场营销策略的改进措施 26
4.1产品策略的改进措施 26
4.2价格策略的改进措施 26
4.3分销策略的改进措施 27
4.4促销策略的改进措施 27
4.5本章小结 29
结 论 30
致谢 31
参考文献 32
附录1 33
附录2英文文献及翻译 34
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