| With the progress of society and the improvement of people’s living standards,the demand for quality of life is getting higher and higher.The demand for domestic hot water in ordinary households is increasing.Most of the domestic hot water comes from water heaters.With the increase of demand,China’s water heater market has flourished.After more than 40 years of development,China’s water heater market has made remarkable achievements.According to the relevant statistical data of the National Bureau of statistics,in 2020,the number of water heaters owned by 100 Urban Households exceeded 100,and the number of water heaters owned by 100 Rural Households exceeded 76.According to the total data pushed by AVC,a well-known domestic market research and research institution,in 2021,the retail sales of electric water heaters was 20.67 million units,with a retail value of 25.4 billion yuan,and the retail sales of gas water heaters was 13.04 million units,with a retail value of27.6 billion yuan.On the one hand,water heater products are needed by almost every family,and market changes and development have a close relationship with the improvement of people’s living standards and quality of life.On the other hand,the annual sales of tens of millions of units and the output value of tens of billions of dollars are also an important part of the national economy and people’s livelihood.Therefore,choosing water heater as the research object has important and practical significance.TL Company is located in Zhongshan City,Guangdong Province.Founded in 1998,TL Company is an enterprise whose main business is the R&D,production and sales of electric water heaters.As a private small and medium-sized enterprise,TL Company once had a brilliant sales performance.As the market changes and develops,including changes in consumer demand,the rise of online e-commerce,the decline of traditional channels,the improvement of industry brand concentration,product penetration and retention,and other factors,TL Company is facing considerable challenges.This paper combines the competitive strategy and experience of the home appliance industry and the water heater industry,applies Porter’s competition theory,marketing theory and other theories,uses PEST analysis,SWOT analysis,brand positioning tools,4Ps marketing mix and other tools and methods,and combines the cases of home appliances and water heaters by referring to a large number of relevant literature,and adopts literature research,interview,investigation,induction and other research methods,After introducing its company and product overview,the current marketing situation of the product,comprehensively analyzing its product positioning and the internal and external environment of marketing,summing up the problems and causes of current marketing,and finally putting forward suggestions for improving the marketing strategy of N brand water heaters. |
