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1、摘要改革開放三十年以來，經(jīng)濟發(fā)展迅速，但是環(huán)境污染口益加重，水污染尤其突出。但是隨著人們的生活水平的提高，對生活的質(zhì)量要求也是越來越高。飲用水質(zhì)量的好壞直接影響著人們生活質(zhì)量的高低。基于這種飲水的市場需求，凈水器的紛紛出臺。然而，由于市場不規(guī)范、技術(shù)不成熟，凈水器市場的發(fā)展一直遭遇瓶頸。因為沒有價廉物美，適合中國消費者使用的過濾技術(shù)，致使中國的終端凈水市場出現(xiàn)危機。本文首先論述凈水器市場的潛力，了解凈水器在現(xiàn)在社會的需求情況。通過與其他凈水設(shè)備的比較,說明凈水器的適用性，凈水器必然是未來水家電的主力軍.然后分
2、析凈水器的營銷環(huán)境，通過經(jīng)濟環(huán)境、文化環(huán)境、競爭環(huán)境進行分析。通過引薦美的凈水器的成功經(jīng)驗,進而針對泉來凈水器營銷存在的問題提出一些對策和建議。文章最后對泉來凈水器市場發(fā)展的未來進行展望，只要我們能夠充分認識凈水器發(fā)展中存在的問題和危機，及時地進行規(guī)范建設(shè)，并進行法律約朿，凈水器市場肯定會健康發(fā)展。關(guān)鍵詞：營銷策略；消費觀念；終端促銷Abstract30yearssincethereformandopeningupandrapideconomicdevelopment,increasingenvironmen
3、talpollution,waterpollutionisparticularlyprominent.However,withthepeople'sstandardoflivingimproves,thequalityoflifeisincreasinglyhighdemand?Thequalityofdrinkingwaterwillhaveadirectimpactonpeopledlifequality.Basedonthiswatermarketdemand,andwaterfiltersforthe
4、forth.However,asthemarketisnotstandardized,immaturetechnology,waterfiltersforthedevelopmentofthemarkethasencounteredabottleneck.BecausethereisnocheapandsuitableforChineseconsumerstousefilteringtechnology,theresultofwaterpurificationterminalmarketcrisis.This
5、paperfirstdiscusseswaterpurifiermarketpotential,tounderstandthewaterfiltersforthecurrentsocialneeds.Withotherwaterpurificationequipment,waterpurificationdeviceshowstheapplicabilityWateristhefuturehomeappliancesasthemainforce,thenanalyzesthemarketingwaterfil
6、tersfortheenvironment,througheconomicenvironmentculturalenvironmentcompetitiveenvironmentforanalysis.Marketingfoundwaterfiltersfortheproblemsthatexist,introductionbytheUnitedStatesthroughthewaterThesuccessfulexperiencesandthenagainstLukwaterfiltersformarket
7、ingtotheissueandproposedsomecountermeasures.Finally,right-chuentowaterfiltersforthefuturedevelopmentofthemarketforOutlook,Aslongaswecanfullyunderstandthedevelopmentofwaterfiltersfortheexistingproblemsandcrisesinatimelymannertoregulateconstruction,andlegalco
8、nstraints,waterpurificationdevicemarketwilldevelopinahealthymanne匚Keywords：marketingstrategy;Consumerattitudes;Terminalsales目錄00弓丨言11凈水器的市場潛力分析21」我國水質(zhì)的現(xiàn)狀21.1」政府自來水的情況21.1.2桶裝水二次污染嚴重31.2現(xiàn)代人自身健康意識加強3121消
