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近年来,国内热水器市场的一个显著特点是伴随着产品多元化和渠道多元化的发展,诸多专业的电热水器品牌纷纷投身于燃气热水器领域。并且在部分区域市场占领了一定的市场份额。以华东地区几个区域市场为例:在徐州市场,由于传统强势燃热品牌遭遇了渠道变革和人事变革两次冲击,阿里斯顿燃气热水器借助新品上市的契机和深厚的品牌积淀迅速填补了市场缺口,目前已经占据了第一;在苏州市场,据中怡康2006年7月统计数据显示,A.O.史密斯和阿里斯顿分别占据了苏州燃气热水器市场的20.13%和9.26%,分列第一和第三,平均单价分列一线品牌中的第一和第二;杭州市场,据中怡康2006年7月统计数据显示,A.O.史密斯、海尔、阿里斯顿分列行业第一、第三和第五,市场表现不俗。在全国市场品牌格局尚未出现较大变化时,局部市场的利好也许只是利润导向的表现。涉足燃热电热品牌将会面临哪些风险?市场为电热品牌提供了什么样的历史发展机遇?电热品牌要想在燃热领域有更长足的发展,需要在哪些方面做出持续的努力和改善?本刊专题关注的正是这些问题。
In recent years, a notable feature of the domestic water heater market is accompanied by the diversification of products and diversified channel development, many professional electric water heater brands have joined the field of gas water heaters. And in some regional markets occupied a certain market share. Take several regional markets in East China as an example: In Xuzhou market, Ariston gas water heater quickly filled the market with new product listing opportunities and deep brand accumulation due to the impact of channel changes and personnel changes caused by the traditional strong heat- Gap, now occupy the first; in the Suzhou market, according to Zhong Yi Kang July 2006 statistics show that, AO Smith and Ariston were occupying 20.13% and 9.26% of the gas water heater market in Suzhou, ranked first and Third, the average unit price listed first-line brands in the first and second; Hangzhou market, according to Zhong Yi Kang in July 2006 statistics show that AO Smith, Haier, Ariston disaggregated industry first, third and Fifth, the market is doing well. In the national market, the brand has not yet appeared a greater change in the pattern, the local market may be only positive profit-oriented performance. What kind of risks will the brands that are involved in the thermal electric heating brand? What kind of historical development opportunities does the electric heating brand provide for the market? Where are the brands that need to make continuous efforts and improvement in the field of fuel combustion? This issue of special concern is precisely these issues.