美的空气净化器推广资料.doc

沈阳理工大学课程实践 PAGE PAGE 4 摘 要 随着城市人们对生活居住品质要求越来越高，消费者对新房装修的讲究也越来越多，而与此同时，随着装修复杂性逐渐提高，装修污染正在成为居民生活的重要污染源。另外，由于城市汽车尾气、建筑灰尘等，也影响了室内空气品质。由此衍生出了装修污染治理行业，同时具有去除室内空气污染功能的空气净化器市场也随之迅速升温。 在此情况下，空气净化器厂家宣布大力拓展中国空气净化器市场，随着众多大品牌厂家的进入，市场价格将有望走低，空气净化器市场正迅速升温。 关键词：污染；广告；推销 Abstract Along with the city people living quality have become increasingly demanding, consumers of new home decoration attention more and more, while at the same time, with the renovation of complexity gradually improve, decoration pollution is becoming an important residential pollution source. In addition, because the city vehicle exhaust, construction dust, also affect the indoor air quality. This derivative of the decoration pollution control industry, at the same time with the removal of indoor air pollution function air cleaner market also warms up quickly. In this case, the air purifier manufacturers announced to expand the Chinese air purifier market, with many brand manufacturers to enter, market prices are expected to decline, the market is rapidly warming air purifier. Key words: pollution; advertising; marketing 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc345449097 引 言 PAGEREF _Toc345449097 \h 1 HYPERLINK \l _Toc345449098 1 企业背景分析 PAGEREF _Toc345449098 \h 2 HYPERLINK \l _Toc345449099 2 营销环境分析 PAGEREF _Toc345449099 \h 3 HYPERLINK \l _Toc345449100 2.1 市场环境分析 PAGEREF _Toc345449100 \h 3 HYPERLINK \l _Toc345449101 2.2 产品分析 PAGEREF _Toc345449101 \h 3 HYPERLINK \l _Toc345449102 2.2.1 产品类型 PAGEREF _Toc345449102 \h 3 HYPERLINK \l _Toc345449103 2.2.2 产品技术概况 PAGEREF _Toc345449103 \h 4 HYPERLINK \l _Toc345449104 2.2.3 产品展示 PAGEREF _Toc345449104 \h 5 HYPERLINK \l _Toc345449105 2.3 消费者分析 PAGEREF _Toc345449105 \h 5 HYPERLINK \l _Toc345449106 2.3.1 一般消费者 PAGEREF _Toc345449106 \h 5 HYPERLINK \l _Toc345449107 2.3.2 特殊消费群体 PAGEREF _Toc345449107 \h 5 HYPERLINK \l _Toc345449108 2.4 竞争者分析 PAGEREF _Toc345449108 \h 6 HYPERLINK \l _Toc345449109 2.4.1 竞争者概况 PAGEREF _Toc345449109 \h 6 HYPER