中国炊具行业营销传播渠道研究

摘要

中国是当今全球资本最活跃的市场。随着人民收入水平的提高，消费者对自身健康的担忧将增加。炊具对于消费者来说是必不可少的日常用品，并且它们对人们的健康具有不可忽视的影响。因此，消费者对炊具的要求越来越高，炊具的功能化，便利性，智能化和健康化已成为消费者关注的重要因素。 ��

中国的炊具行业从上世纪60年代初开始逐渐发展起来。目前国内品牌众多，但由于材料和制造工艺的限制，国内品牌主要占据低端市场，高端床品市场需求将增加，增加收入群体的市场潜力巨大。 ��

本文综合系统的分析过程和基于供应链管理的营销渠道设计方案将为企业开拓国内市场。营销渠道的建设具有现实指导意义和参考价值。

关键词：中国炊具；营销渠道；渠道建设

Abstract

China is the most active market for global capital today. With the island’s residents’ income levels being raised, consumers’ concerns about their own health will increase. Cooking utensils are essential daily commodities for consumers, and they have a non-negligible effect on people's health. Therefore, consumers are increasingly demanding on cooking utensils, and the functionalization, convenience, intelligence, and health of cooking utensils have become Become an important factor of consumer concern. ��

China's cooking equipment industry began to develop gradually from the early 60s of the last century. At present, there are many domestic bedding brands, but due to the limitations of materials and manufacturing processes, domestic bedding brands mainly occupy the low-end market, and the demand for high-end bedding market will increase. There is considerable market potential for increasing income groups. ��

The comprehensive and systematic analysis process of this article and the marketing channel design scheme based on supply chain management will open up the domestic market for the enterprise. The construction of the marketing channel has realistic guiding significance and reference value.

Keywords: Chinese cookware; marketing channels; channel construction

目  录

第1章 绪论 1

1.1研究目的与意义 1

1.1.1研究目的 1

1.1.2研究意义 1

1.2研究背景 1

1.3国内外研究动态 1

1.3.1国内研究动态 1

1.3.2国外研究动态 2

第2章 中国炊具行业的发展现状�� 3

2.1炊具行业总体概况�� 3

2.2炊具行业和产品状况 3

2.3炊具行业市场现状�� 3

2.4中国炊具行业的发展趋势�� 3

第3章 炊具行业营销存在的问题�� 5

3.1技术落后 5

3.2缺乏管理体系�� 5

3.3研发和创新方面不足 5

3.4高端产品市场占据份额低�� 5

3.5品牌知名度不够 5

第4章 炊具行业营销问题的建议 6

4.1提高技术、增加产品质量 6

4.2完善炊具企业管理体系 6

4.3在环保、养生方面创新 6

4.4尽可能占据高端市场 6

4.5打响品牌知名度 6

4.5.1品牌推广 6

4.5.2线上营销渠道 7

第5章 结论 8

参考文献 9

致谢 10