小天鹅家用衣物烘干机策划书

小天鹅家用衣物烘干机策划书 主办单位:漳州城市职业学院经管系 协办单位:商务111第一小组 such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise 前 言 在寒流的一次次侵袭中，三九严冬按时而至，不但北方气温急剧下降，南方天气也倍加阴冷。就是在这个寒冷阴湿的季节里，衣物烘干机开始受到了人们的关注。从另一个方面讲，人们日益认识到的健康意识反映，晾衣服不再局限于把衣服晾干就好，而是注重了健康问题。在目前资源日益紧张的环境下，家用衣物烘干机受到了人们的关注。本策划对小天鹅家用衣物烘干机进行了营销策划。 such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise 目录 1.概述 1.1小天鹅家用衣物烘干机环境分析 2.小天鹅家用衣物烘干机的介绍 2.1工作原理 2.2烘干机特点 2.3产品用途 3.品牌分布分析 4.竞争对手分析 5.产品市场发展潜力分析 6.市场行业现状及产品未来发展趋势分析 6.1我国干衣机产业现状及发展前景 6.1.1市场逆寒流走热原因 6.1.2健康的消费意识引领干衣机发展 7.消费者分析 7.1女性 7.2青年 7.3高收入人群 7.4老年妇女 7.5消费者最信赖的信息渠道 8.小天鹅家用衣物烘干机的SWOT分析 9.小天鹅家用衣物烘干机的市场细分 9.1市场范围的选定 9.2消费者基本需求分析 9.3市场细分分析 9.4市场细分 9.5确定与评估子市场 9.6市场细分图 10.小天鹅家用衣物烘干机的目标选择 10.1市场评价 10.2干衣机特点与选择方法 10.3小天鹅家用衣物烘干机的目标市场选择分析 11.小天鹅家用衣物烘干机的市场定位 11.1干衣机的发展 11.2家庭主妇对干衣机的选择要求 11.3市场定位 12.小天鹅家用衣物烘干机的推广 12.1产品策略制定 12.2促销 12.3具体方案和实施 13.费用预算 such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise 1.概述 摘 要 本策划书为小天鹅家用衣物烘干机向市场进军的一项策划方案，要解决的主要问题是:随着家用烘干机市场的竞争日益激烈，以及烘干机在人们的日常生活中所占比重越来越大，如何将小天鹅家用烘干机顺利的打入市场进而占领市场。 本策划书，首先介绍了小天鹅家用衣物烘干机和家用衣物烘干机的商场现状以及未来的发展。其次针对小天鹅家用衣物烘干机的市场进行分析和讨论，并确定了策划要解决的关键问题。再次对小天鹅家用衣物烘干机市场需求进行分析，明确了小天鹅家用衣物烘干机的市场定位。最后以此为基础，推出了小天鹅家用衣物烘干机的策划方案。 1.1小天鹅家用衣物烘干机环境分析 (一)人口环境 目前中国的生育率已经降到更替水平以下，人口预期寿命和死亡率也接近发达国家水平。随着20世纪中期出生高峰的人口陆续进入老年，可以预见，21世纪前期将是中国人口老龄化发展最快的时期。老龄化的加快，为家电行业的发展，提供了机遇。 (二)经济环境 在经济危机大的环境下，中国的经济增长有所减缓，为拉动国内经济的增长，政府在年头的推出的投入4万亿人民币用于基础设施建设等各行业、包括新农村建设等的投入，较良好的经济环境使得小天鹅的产品销售带来了有利的经济环境。。 (三)自然环境(无锡) 在中国的无锡，交通方便，成本和运费大大降低 (四)政治法律环境 2001年中国加入世界贸易组织，中国的企业开始面对世界的竞争压力，同时，中国政府对家电企业为其发展提供了很多政策上的鼓励。 小天鹅选址定在了无锡，享受了一般企业难以享受的政府免税等各种政策支持优势，由于法制的作用市场也开始越来越，这对于小天鹅这样正规的大企业来说无疑为其发展提供了良好的环境。 (五)社会环境 随着中国经济的飞速发展，全国人民的生活水平和文化水平迅速提高，使得家电行业，不断得到发展。 2.鹅家用衣物烘干机的介绍 • 小天鹅干衣机内部应用,,,发热材料，升温迅速。配以循环风及排气，不但彻底排出潮热空气，并能使衣物纤维在烘干后充分舒展，因而烘干过的衣物大都无需熨烫。在设定时间内，干衣机会持续保持,,度的机内温度，这不仅保证了杀菌的效果，更能保证衣服洁净、无异味。小天鹅烘干机还为用such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise 户设计了体贴的辅助功能。像能吸收衣物上的绒线、异物的高效过滤网，方便排出潮湿空气的万向排气管，甚至专供鞋类或小物件烘干的特制烘物架等等。 2.1工作原理 小天鹅家用衣物烘干机是利用PCT发热体产生热能，微电脑智能芯片控制的直流风机把热能送进干衣罩里，通过热风的循环对流原理把衣物的水分从排气孔内排出而达到干衣的效果的小型家用电器。 2.2小天鹅家用烘干机的特点: 使用安全;直接烘干，节能设计:衣物中的水被恒定温度蒸发后，通过导管直接排到机外，免去水蒸汽冷却过程，节约能源;采用低温烘干，以防高温损伤衣物料质，同时可以维护衣物原色，使衣物亮丽如新。 采用前后两点支撑设计，减少噪音，运行更平衡;烘干程序结束后，特设10分钟冷风冷却过程，降低干衣机自身温度，确保用户安全，以免取衣时烫伤，发生危险。 程序结束增设冷风冷却，确保安全:烘干程序结束后，特设10分钟冷风冷却过程，降低干衣机自身温度，确保用户安全，以免取衣时烫伤，发生危险。 增设自然干衣功能:当您有特殊需要，需烘干毛丝织品时，可以使用此项功能。此时，干衣机利用自然风干衣物，带走衣服上的潮气，即可达到干衣效果，又可保护衣物不受损伤。 2.3产品用途 产品用途为干燥衣物、被褥干燥、干鞋、物品干燥、防霉、防菌等。不占房间面积、收放简单、环保高效。它综合国内外各种干衣机的优点，采用专利技术，开发生产的一种新式，普及型、低价位、高效实用的多功能干衣干燥机产品，适合居家使用、企业、社团、医院、学校、集体宿舍使用。其特点如下: (1)实用性强，不占居家住房面积。它为专利的立放式结构，一次可干衣量3,5kg，衣物不须熨烫，平整。 (2)一机多用，可干衣、被褥干燥、干鞋、物品干燥、防霉除菌。 (3)本产品使用PTU材质，无明火,自动恒温,无过热。 (4)干衣时间,任意到衣物干透为止,一般1小时。 3.品牌分布分析 • 小天鹅一枝独秀，以42.1%的关注比例领跑干衣机市场。亚军松下和季军海尔的关注度相差不多，分别为12.0%和11.4%。西门子的关注度为9.4%，排在第四位。其六大品牌的关注度均不到6%，而且彼此之间的竞争非常激烈. • 按照各品牌的关注度来看，如果称小天鹅为第一集团，松下、海尔和西门子则构成第二集团，美的、格力、美菱、伊莱克斯、三洋和好太太位居第三集团。第一集团中小天鹅的地位固若金汤。第二集团中松下、海尔之间的竞争较为激烈，海尔凭借健康杀菌干衣机使得关注度扶摇直上，对松下构成such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise 强有力威胁。 4.竞争对手分析 4.1松下Panasonic波轮变频洗干一体机: 高效的冷凝式烘干一直是洗衣机领域为之骄傲的先进技术。波轮变频洗干一体机采用的正是这一成熟科技。它利用新鲜空气，经专用智能,,,电辅发热装置加热，来形成大面积暖风带走衣物中的水分，再通过冷凝式系统冷却成水，由排水管排出。这种先进的烘干方式真正做到即洗即干、即干即穿的便利境界。 4.2海尔Haier杀菌干衣机: 健康杀菌干衣胜阳光5kg超大容量，大物烘干一次完成;35kg轻巧机身，方便叠放运动式烘干，节约能源，烘干均匀彻底;倍加呵护衣物噪音低，运行更平衡使用安全直接烘干，节能设计:衣物中的水被恒定温度蒸发后，通过导管直接排到机外，免去水蒸汽冷却过程，节约能源采用低温烘干，以防高温损伤衣物料质，同时可以维护衣物原色，使衣物亮丽如新采用筒身前后两点支撑设计，减少噪音，运行更平衡烘干程序结束后，特设10分钟冷风冷却过程，降低干衣机自身温度，确保用户安全，以免取衣时烫伤，发生危险程序结束增设冷风冷却，确保安全:烘干程序结束后，特设10分钟冷风冷却过程，降低干衣机自身温度，确保用户安全，以免取衣时烫伤，发生危险。增设自然干衣功能:当您有特殊需要，需烘干毛丝织品时，可以使用此项功能。此时，干衣机利用自然风干衣物，带走衣服上的潮气，即可达到干衣效果，又可保护衣物不受损伤。 另外，新一代冷凝式烘干针对不同衣物的烘干需求，还拥有多样化的智能烘干程序选择。波轮变频洗干一体机心脏部位的电机——变频直驱电机突破性地提高了电机在控制洗涤与脱水运转时的精密度和稳定度。它不仅帮助洗衣机完美实现洗干一体技术和各种创新洗涤科技，更具有节能、节水、静音的环保特点。通过变频直驱电机的直驱传动，减少传统皮带传动所带来的能量损耗。波轮变频洗干一体机的单次耗电量仅为惊人的,(,,度，大幅度的省电达到了洗衣机节能的新境界。同时变频电机大大降低了因皮带及齿轮传动而产生的传动噪音，令你真正安静享受科技体验。 5.产品市场发展潜力分析 在全球能源形势紧张、气候变暖严重威胁经济发展和人们生活健康的今天，我国目前的城市人口超过5亿，约有1.5亿个家庭，据有关权威部门预测，到2012年我国的城市化率将达到47,，城市人口将超过6亿，约有1.7亿个家庭。根据这个数据，综合近年来国内家电市场发展情况以及国外的相关经验，可以对未来的国内家用家用衣物烘干机市场进行预测——假设5年内该产品在城市家庭中的普及率达到30,，则5年的需求总量约为5000万台以上，平均每年的需求量约为1000万台。可见这是一个十分巨大的潜在市场，可谓商机无限。若此时能够开发出符合国内消费者需求特点的产品并加以推广的话，一定能迅速打开市场，取得巨大的经济效益。由此可见，我国家用衣物烘干机市场发展潜力巨大。 such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise 6.市场行业现状及产品未来发展趋势分 析 6.1我国家用衣物烘干机产业的现状及发展前景: 6.1.1市场逆寒流走热原因 在寒潮的一次次侵袭中，三九严冬按时而至，不但北方气温急剧下降，南方天气也倍加阴冷。就是在这个寒冷阴湿的季节里，干衣机厂商的日子日渐舒服起来。 烘干机其实在很多年前就已经登陆我国市场，小天鹅等多家企业成立了专门的干衣机公司，但是由于人们的接受程度比较低，市场一直不旺。今年入冬以后，随着天气变冷，干衣机终于迎来了渴盼已久的“春天”，多年来一直不温不火的市场如今正突发需求“井喷”，各大家电卖场的干衣机销量急剧攀升，在南方许多城市甚至出现了断货的情况，深圳、佛山、广州等地销量都是成倍地增长。 在各家家电卖场可以发现，如今干衣机已经不再是昔日高收入阶层的专有用品了，普通百姓家庭正在成为其主要的消费人群。干衣机产品也不再是以前那种高消费场所销售、洋品牌一支独秀、价格动辄数千元了，国美、苏宁等卖场均有多种类型的产品销售，价格一般分为三个档次:1.2公斤级售价700元左右;2公斤级售价900元左右;3,4公斤级售价1300元以上，这样的价格对普通消费者来说再也不是可望而不可及的了。在苏宁的一家卖场，某品牌干衣机的销售人员介绍说，今冬以来干衣机销量增长很快，与去年同期相比增加了好几倍，购买者多数为普通市民。 根据调查显示，很多家庭家里有5口人，孩子还不到一岁，衣服换洗比较频繁，由于天气太冷，屋里没法晾，晾在外面又很快会结冰，难以晾干不说，还容易把衣服弄得皱巴巴的。而且晾在外面的时间长了，灰尘又大，大人的还好说，最怕孩子的衣服遭到污染，给孩子的健康带来威胁，所以就想买一台干衣机。他们原本打算买一台带烘干功能的洗衣机，但是太贵了，一般都在5000元上下，而一台干衣机只要几百元，比较划算。最后他们在销售人员的介绍下，购买了一台900元左右的具有杀菌功能的干衣机。 6.1.2健康的消费意识引领干衣机发展 生活富裕起来的人们对于家电的消费意识正从工具型向享受型转变。以前， 衣服洗完了就放到户外晾干，不会考虑时间的长短，也很少注意到是否会被污染。但随着生活水平的提高和生活节奏的加快，这种观念正在悄悄地改变。 洗完衣服以后需要进行晾干，但并不是所有的天气都适合晾晒衣物。有关部门曾对我国适合户外晾晒衣物的天数做过一个调查，华北约132天，华东约121天，西北约164天，华南约132天，西南约150天，全国适合晾晒天数平均约为一年的2/5，全国没有一个户外晾晒能够超过180天的地区。另外，北方春季的沙尘暴天气、沿海地区的潮湿天气、长江中下游的梅雨季节都不适合户外晾晒衣服。 室内晾衣弊病多多，除了晾晒时间长、干燥效果差、影响家居美观外，更严重的是，室内的紫外线强度根本达不到必要的杀菌效果，那些沾附于衣物上的细such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise 菌、螨虫等微生物长期潜伏下来，会对人体健康造成严重威胁。科学研究证明，在室内晾晒衣物对大肠杆菌、酵母菌、螨虫等微生物的杀灭率还不到15%，如遇阴雨天气，衣服长时间不干，微生物还会在潮湿环境下大量繁殖导致衣物发霉。 在这种情况下，干衣机的优势便体现得淋漓尽致。使用干衣机 仅可以避免户外晾晒过程中出现的二次污染、解决室内晾衣的不便，同时，也有效解决了城市的“万国旗”现象和室内阳台晾晒造成的家居环境不协调问题，提高了城市形象和家庭品位。 随着国人健康意识的逐渐觉醒以及外来生活方式的渗透影响，大众对于干衣机的需求正在迅速增长。预计未来一两年内，国内市场对于家用干衣机的需求将呈爆发式增长，用不了多久，干衣机必将像洗衣机、冰箱一样受到广大消费者的欢迎。 7.消费者分析 7.1女性 在日常家务劳动上，调查显示，仍然以女性为主，除了在“辅导孩子功课”上，丈夫与妻子相差无几，其余大部分各项家务都是由妻子承担，其中，“做饭”、“洗碗”、“洗衣服”，以“妻子承担为主”的比例分别是77.9%、84.1%、92.6%。 通过一份结构性的问卷，在内地成功访问了1000名18岁或以上的中国女性。根据数据分析，中国的女性主要可以分为以下三大类别。 (1) 传统女性(32.8,) 价值观:坚持传统妇女的价值观，相信“面子”及“投桃报李”，有强烈忠诚感，以及强调与人和谐。 个人数据:年龄较大、低至中学历、约一半就业、收入中等。 消费行为:购买时较受亲友及价格的影响，较少有冲动性购买行为。 (2) 现代女性(36.9,) 价值观:相信及接受西方的理念及价值观，强调个人应该有经济及社会的独立和自主性，热切追求物质与享受。 个人数据:年轻、高学历、高就业率以及有较高收入。 消费行业:喜欢接触新产品的消息，追求外国名牌、购物时较多受冲动性动机的影响。 (3) 理想主义的女性(17.9,) 价值观:强烈的爱国主义，强调个人应该服从国家，服务社群，推动环保。 个人数据:年龄较大、低至中学历、低就业率及有较低收入。 消费行为:购物时强调爱国及爱社区，故多选择国产品牌及强调环保的商品。 7.2青年(适龄青年) 在调查中，给出了15种常见的消费心态和观念，结果发现，青年认同度最高的3种均与个性和品位有关: 76.9%的青年“最重视商品是否符合自己的品位”; 76.4%的青年“只买自己觉得值的东西”; 73.9%的青年“会坚持买自己喜欢的商品，不在乎别人怎么说”。 通过因子分析，可以将青年的消费类型划分为四大类:“实惠型”(32.6%)、“实用型”(31.3%)、“个性,品位型”(35.9%)和“冲动攀比型”(0.2%)。前三such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise 类青年大约各占1,3左右，其中“个性,品位型”的青年相对更多一些;而“冲动攀比型”的青年在本次调查中并不多见。进一步分析发现，女性、高学历及高收入青年是个性化消费的主力军，与其他群体相比，他们在消费中更加强调个性和品位。 从性别来看，属于“个性,品位型”的女性比男性高出5.9个百分点，而“实用型”的男性比例则比女性高出11.7个百分点。可见，女性更希望通过消费展现自己与众不同的个性和品位，而男性相对来说更注重消费的实用性。 从文化程度来看，文化程度越高的青年，属于“个性品味型"的比例越高，而属于"实用型"的比例越低。也就是说，学历越高的青年，越倾向于进行"非理性"消费;而低学历青年则更注重消费的实用性。调查发现，"个性,品位型"的青年在各个学历群体中也是最多的，尤其是本科及以上学历青年中，有37.5%的人属于此类。 另外，收入的多少也会对此产生影响。月收入在1000-3500元的青年中，有近四成的人属于"个性,品位型"群体，比1000元以下的同类消费者高出6.7个百分点;而收入在1000元以下的群体，属于"实惠型"和"实用型"的比例则分别比收入1000-3500元的人高2.3和4.5个百分点。 7.3高收入人群 针对高收入群体消费文化进行的调研结果显示，在高收入人群拥有的彩电、冰箱、洗衣机、空调、干衣机等家庭大件的前十大品牌中，国内品牌已成为主流，如长虹、海尔、小天鹅、春兰等品牌家电，在中外同类产品的较量中占据了更多市场份额。 此项调查同时显示，同样是消费“国货”，高收入群体与普通低收入群体在消费行为上存在差异。对于高收入群体，他们对广告的兴趣明显高于低收入群体，习惯于集中购物、规律购物。 7.4老年妇女 7.4.1城市老年妇女的经济生活有了较大的改善，有了一定的、独立的经济地位和经济上的支配权。 7.4.2当前老年妇女绝大多数有子女，和子女同住的占56.37%，在家庭生活的条件下，子女与父母同住或者住在父母身边，为老人及时方便照料子女生活提供了有利条件。 7.5消费者最新来的信息渠道 自己使用经验 24.8% 朋友介绍 35.5% 电视广告 不到20% 其它 ---- 8.小天鹅家用衣物烘干机的SWOT分析 企业优势: such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise (1)机制优势:小天鹅之所以能快速发展的诀窍是拥有一个先进的机制优势，小天鹅是纯粹的大型民营股份制企业，其凝聚力、战斗力、企业效率非常高。 2)研发优势:小天鹅研发能力非常强，在中国拥有多个研发中心。 ( (3)营销优势:小天鹅的营销管理层大多工作多年，熟谙电器营销，在市场开发运作方面经验非常丰富。 (4)国有品牌优势:小天鹅来说，他有着悠久的历史。小天鹅干衣机是国内唯一一家获得国优金奖的企业。小天鹅的商标更是被认定为中国干衣机行业的第一枚驰名商标。干衣机的出现为我们的生活提供了很大的帮助。尤其是在秋冬季节，对于一些厚重的衣服以及用品，烘干起来非常的困难。随着小天鹅烘干机的出现，大大改善了这种情况。 (5)速度优势:。小天鹅一直都在不断地进行创新进取，给公众带来一次又一次的惊喜。小天鹅干洗机也在不断发展中，干衣机的类型也更加的多样化，能够满足不同类型的清洗方式。 (6)广告优势:度运作主要在两方面:一是通过产品差异化定位和请消费者免费品尝，从而赢得消费者的口碑宣传，以产品知名度来提升品牌知名度——因为中国消费者心中有一定律:产品质量等同于产品形象与企业形象;另外，小天鹅通过央视广告的密集投放，不断营造品牌拉力。 (7)售后服务优势:上海小天鹅洗衣机维修中心更是以其优越的售后服务得到广大用户的一致好评。 企业劣势: (1)内部劣势条件分析;产权不明确.与跨国雄司比较,资金、技术、治理等等方面仍有较大差距。 (2)泛滥化的品牌延伸，短缺时代感的品牌运作。将来人的迷惑，内部正在的脆弱，价格大战连累海尔，海尔文化与国际文化的婚配标题。作为中国企业的非凡，自己的建设标题。核心技术的开发，人才的控制，自己的定位正确与否。 (3)人才晋升与引进:人才是企业发展的基石，有“人”才会有“财”，蒙牛拥有的是人才优势(相对创业期而言)，缺少的也是人才优势(相对今天高速发展而言)，一方面，小天鹅人事管理太“人情化”，导致“裙带关系”及“人浮于事”的现象很多。 (4) 服务体系的薄弱。小天鹅的大品牌的的工作作风目前在市场上已渐渐形成——业务人员用强硬的工作态度与作风，以个人的意志代表企业的权力，对经销商牛气冲天，导致经销商陪吃、陪喝、陪玩的市场“官理”，而非市场“管理”，业务人员依然是“省委书记巡视”，本是“为客户赚钱”理念却变成了“让客户赚钱”，口号是“服务性管理”，行动却成了“强制性管理”，经销商由于取得强大的品牌代理实在不易，因此敢怒不敢言，提高服务水准应是小天鹅今后必须解决的一大难题。 企业机遇: (1)、消费总量和人均消费水平将明显提高 在中国，随着中国经济的稳定增长，居民收入的不断提高，精神意识的不断增强，我国家电产品潜在的市场空间将逐步转变为实际的市场需求。从我国城镇居民的家用产品消费结构进行分析，行业呈现良好的发展态势。 (2)、家电行业各部门将同步增长 such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise 整个宏观经济走势持续好转将会带动家电行业各部门的同步增长。人们生活水平的提高将为中国家电行业进一步发展创造了条件。 企业威胁: (1)、和海尔以及和其他家电品牌的竞争依然激烈，国内家电市场市场不规范，中小企业不正当经营行为对市场的破坏。 (2)、外资家电公司公司进入中国市场，如松下等，中国家电的巨大市场空间吸引着国际家电公司巨头的目光，纷纷到中国投资设厂，可以大大降低运输成本。 SO战略: 1、充分发挥产业链既有优势和政策引导机制，利用现有销售网络，提高销售量进而扩大销售区域，积极扩充国内外市场; 2、以优势产品带动产业发展、以产业发展推动企业发展，紧跟产业发展方向，创建和传播有深厚内涵的品牌文化，积极打造区域品牌; 3、利用现有优势，树立积极市场战略，在技术、管理、文化三方面入手扩大企业品牌影响力，提高产品竞争力。 WO战略: 1、加大产品研发力度与企业硬件投入，建立科学、完善的营销体制，培养专业营销团队; 2、完善政府监管体制和行业自律; 3、在注重产品质量的同时增强企业服务意识; 4、通过制定有效措施调动经销商对产品售后服务的积极性。 ST战略: 1、灵活运用烘干原理优势和产业链优势，在短时间内产据一定市场份额，为企业在市场上竞争积累资本、保存并发展有生力量; 2、为确保既有市场份额，树立积极的市场战略，从企业形象上为品牌增值进行投入; 3、积极面对企业发展过程中出现的问题，采取积极措施树立干衣机在新能源领域中的地位。 WT战略: 1、以优质服务弥补技术上的不足，在同类产品中取胜; 2、开发新优势，提高市场竞争力; 3、为企业发展积累资本，寻求发展机会。 9.小天鹅家用衣物烘干机的市场细分 9.1市场范围分析 市场范围的选定很多人对于干衣机似乎并没有太多明确的概念，毕竟这类家电走入国内市场的时间比较短，但是在国外，洗衣和干衣基本都是分开的，而且干衣机在国外很普及。其实在遇到雨季，天气湿度高，偏偏又不出太阳的时候，洗完衣服是根本没法完全晒干的，这时候干衣机会是不错的选择。您一定有过这样的such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise 经历，北方的天寒地冻，洗过的衣服晾在户外极易冻结，且经久不干;南方的你，时常被连续几个月的梅雨折磨，不仅洗过的衣服、鞋子发了霉，就是柜子里的干衣服也发霉了。如果家里有BB，呵呵，可不是还要准备很多套更换的衣服。现在，有了干衣机，让你不再受时间、天气的限制，任你窗外霪雨霏霏，我自安坐屋内，享受着干衣机带给我们的便捷与方便，即洗即穿，还有家人、小孩共同享受更快速、更健康的干衣方式。天冷的时候还可拿来取暖呢～真是一举两得～根据以上资料可以看出，干衣机具有良好的市场发展前景，而小天鹅家用衣物烘干机，由于它除了具有普通干衣机的特性，还具有小巧便捷、使用方便以及使用太阳能等多种便捷条件，市场前景更是不能忽视的。它的市场范围除了家用还可以出差或旅游等使用。 9.2消费者基本需求分析 对于普通的干衣机，消费者一般的需求有超静音干衣取暖，防潮去霉、清新空气、除异味杀菌等高效消毒杀菌，高效节能以及杜绝二次污染等。小天鹅家用衣物烘干机不仅适应以上普通干衣机的消费者的基本需求，还具备灵巧轻便这一优点，不仅可以减少环境污染而且还能满足消费者高效节能这一需求。此外，它不仅能高效消毒杀菌，还具有小巧便捷这一特点，适应了广大消费者的基本需求。 9.3市场细分标准分析 根据以上的消费者需求分析，可以看出消费者一般都比较注重高效杀菌、高效节能以及杜绝污染等特性，针对以上消费者需求，以及小天鹅家用衣物烘干机小巧便捷的独特特性，抽掉消费者的共同需求，以小天鹅家用衣物烘干机小巧便捷，来确定市场细分的标准。 9.4市场细分 根据以上的市场细分标准分析，可以将细分的标准确定为职业。按照职业这一细分标准，可以将消费者分为学生、白领以及家庭主妇三类。学生在校住宿，一般宿舍内都没有干衣机这一类产品，使用小天鹅家用衣物烘干机的可能性较大，但由于认识程度不高，以及现在学生的特性，这一市场很难打开。对于白领一族来说，一般不太注重家庭事务，也不太好推广。家庭主妇和以上两种人有很明显的区别，她们以家庭为重，考虑孩子和老公比较多，也比较愿意接受有利于家庭的新鲜事物，而且根据小天鹅家用衣物烘干机的特性，很容易吸引她们的眼球，引起她们的重视。小天鹅干衣机除具有普通干衣机的特性外，还具有小巧便捷这一独特的特性，很适合老公出差使用。而且孩子换洗衣服比较勤，下雨下雪天孩子上学，衣服不易干，对于年轻的家庭主妇来说，小孩子还要换洗尿布，小天鹅干衣机会是她们不错的选择。 9.5确定与评估子市场 家庭主妇一般都考虑家庭事务，以家庭为重，考虑孩子和老公比较多，比较容易接受有利于家庭的新鲜事物。家庭主妇又可以分为青年家庭主妇、中年家庭主妇、老年家庭主妇三种。青年家庭主妇一般都是刚步入婚姻生活，对未来的婚姻生活充满了激情与遐想。由于是刚步入婚姻生活，所以考虑老公也比较多。一such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise 般她们选用家庭电子产品不会过多的考虑价格问题，更多的是注重实效。小天鹅干衣机具有小巧便捷的特性，很适合老公出差使用。中年家庭主妇一般是考虑孩子和老公的生活起居，小孩子换洗尿布，或者是孩子上学，在阴天下雨时衣服不易干老公出差家庭旅游等，都会成为她们选择太阳能干衣机的因素。但是她们对价格这一因素反应比较敏感。老年家庭主妇对于新鲜事物的接受能力较差，而且也过多的考虑价格的因素，但是为了自己的儿女和孙子孙女等，也有很大的可能成为小天鹅干衣机的消费群。 9.6市场细分图 以下数据为根据网络对普通干衣机的消费比例调查得出: 年龄细分 消费比例 青年家庭主妇 48.8% 中年家庭主妇 32.5% 老年家庭主妇 18.7% 根据普通干衣机的市场细分图可以看出，青年家庭主妇占据48.8%的消费市场，中年家庭主妇占据32.5%的消费市场，老年家庭主妇占据18.7%的消费市场。青年家庭主妇占据的比例最高，青年家庭主妇相对其他两个来说更容易接受新鲜事物，且比较注重实效，不太注重价格问题，对于太阳能干衣机这一新鲜事物更易接受。中年家庭主妇占据比例也比较高，也是不容忽视的消费群体。 10.小天鹅家用衣物烘干机的目标选择 10.1市场评价 根据市场细分，小天鹅干衣机主要着眼于家庭主妇市场。这一市场具有良好的市场发展前景，打开这一市场需进行差异市场营销，试图以差异性的产品满足差异性的市场需求。制定并实施不同的市场营销组合策略，通过多样化的产品线，多样化的销售渠道和多样化的促销方式进行销售。家庭主妇以家庭为重，小天鹅干衣机的目标市场确定为家庭主妇一族，会有较高的市场销售量和市场占有率。如果将价格控制在比较合理，比较容易让大多数人接受的区间内，会有加大的盈利空间，赚取高额利润。 10.2干衣机的特点与选择方法 干衣机按结构形式分为柜式和滚筒式。柜式机是将衣服用衣架挂在烘箱内进行干燥，容量较大;滚筒式是将衣服直接放进滚筒内，在体积上比柜式机要小，可用专用架子与洗衣机组合在一起使用。 按水分排除方式分为排气式和除湿式。排气式是把衣服蒸发出的水蒸气直接排放到周围环境中。除湿式是使用循环热风，把衣服蒸发出来的水蒸气通过冷凝器结成水，再从机内的排水管流出。在电热元件上，大多数干衣机都是采用PTC元件作为加热器，具有安全可靠、耗电量较低的优点。以带有传感器除湿式的能在衣服烘干时自动停止工作的干衣机为主流机型，并要求有消毒、抗皱功能。 选购滚筒式干衣机，应注意滚筒的材质。不锈钢滚筒，美观耐用，不会生锈，对衣物没有损害;镀锌板或其他材质的滚筒虽然价格较低，但时间长了会生锈，such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise 缩短使用寿命;由于干衣机使用季节性强，故以不锈钢滚筒为最佳选择。为便于操作、控制和节约电能，在经济条件许可的情况下最好一次到位，选购电脑全自动式干衣机。因为旋式电动定时器控制的干衣机，干衣程序除了设置外，干衣时间还要靠平时操作经验来掌握，设置时间长了既浪费电能又会损坏衣物，设置时间短了衣物又干不透;而带湿度传感器的电脑全自动式干衣机，能够自动测量机内相对湿度并执行功能控制，干衣后即时自动停机，既节约电能又使用方便。 无论选择哪种类型的干衣机，都应特别注意密封性能。门开关是否耐用和密封胶圈的质量，与掩门密闭性能关系较大，而密闭性能好则有利于缩短干衣时间;选购中要注意掩门关闭是否紧密，密封胶圈是否平整，是否太软或太硬、有无龟裂痕迹或发粘感、耐热性能如何等。另外机体表面光洁度、各功能键灵敏程度、各部位连接是否坚固都在考虑之列。 10.3小天鹅家用衣物烘干机的目标市场选择分析 根据市场细分部分，将小天鹅干衣机的目标市场确定为家庭主妇一族。小天鹅干衣机除了具有普通干衣机的特性外，还具有便捷和的特性。现今，家庭主妇作为社会的重要组成部分，对家用电子产品的关注程度比较高，小天鹅干衣机作为一种新兴家用电子产品，如果把价格控制在合理的区域内，会有较高的市场销售量和市场占有率，获得较高的利润。针对太阳能干衣机的独特性，比较适宜采用产品专业化模式，满足消费者的不同需求。 11.小天鹅家用衣物烘干机的市场定位 11.1 干衣机的发展 近来，南方的大雪不仅让电暖器在众多小家电中脱颖而出，干衣机也就此一鸣惊人，连商场里的样机都被人搬回了家。欧美等一些国家和地区的经验表明，到了一定阶段，干衣机在城市家庭中的普及率应该与洗衣机、冰箱等其他常用家用电器的普及率大致相当。但目前在我国干洗机还未被广大百姓所认识，随着国人生活水平的提高，如今做饭、洗衣等家务劳动几乎全部实现了“现代化”，就连扫地也用上了吸尘器，唯有干燥衣物用的还是老法子。与以往不同的是，以前人们可以毫无顾忌地使用免费阳光，而如今生活在城市里的人们大多就只能在室内挂“万国旗”了。 室内晾衣弊病很多，除了晾晒时间长、干燥效果差、影响家居美观外，更严重的是，室内的紫外线强度根本达不到必要的杀菌效果，沾附于衣物上的细菌、螨虫等微生物长期潜伏下来，会对人体健康造成威胁。科学研究证明，在室内晾晒衣物对大肠杆菌、酵母菌、螨虫等微生物的杀灭率只有不到15%。而且如遇阴雨天气，由于衣服长时间不干，微生物还会在潮湿环境下大量繁殖导致衣物发霉。尤其在南方的梅雨季节，长期潮湿的衣物还会散发出让人不愉快的味道。 有关资料显示，在欧美等一些发达国家，人们已经普遍使用干衣机来干燥衣物，但目前在我国家用干衣机的作用还未被广大百姓所认识，因此市场还基本处于萌芽状态。我国市场上出售的家用干衣机品种非常有限，目前，美国已研制出利用微波技术进行干衣的微波干衣机，由于加热温度较低，干衣时间较短，其干衣速度是传统电加热干衣机的两倍多，且耗电少，烘干后衣服更柔顺。一些内人士认为，随着微波干衣技术的推广和应用，微波干衣机有可能取代传统的电加热式干衣机。 such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise 11.2 家庭主妇对干衣机的选择要求 现在随着人们生活水平的提高、健康意识的逐渐觉醒以及外来生活方式的渗透影响，对于干衣机这一健康时尚家居用品的需求正在逐渐显现出来，也许用不了多久，干衣机会像洗衣机、冰箱一样受到国内广大消费者的欢迎。家庭主妇主要以家庭为重，更多的是考虑家人的健康。家庭主妇对干衣机的选择要求: (1)一机多用，节能省钱 集暖风，干衣机和衣柜于一身;首先，它是一台暖风机，起到冬天取暖的作用;其次，在不用干衣的情况下，可以作为一个漂亮的衣柜存放衣物;最主要的是它能烘干衣物，静态消毒;可以把刚洗过的衣物在很短时间内烘干并消毒。 (2)随意拆卸，随意定时 普通型干衣机工作时看起来很大，但消费者均希望它可以随意拆卸，在很短的时间内就可以把它拆成两台,,,大小。另外还希望它设有定时器，可随意定时，令它自动干衣，进行无人操作，移动方便，定时方便，更希望它能适合家庭旅游使用。 (3)消毒杀菌，更卫生更健康 完全解决洗晾衣物受时间，空间，天气及环境的限制，杜绝二次污染，除菌高，比日晒干衣更彻底，令家人轻松拥有健康。 (4)安全可靠 普通型干衣机采用目前国内最先进的非金属发热体，发热过程中无明火，并采用360度全方位超大角度立体送风方式，温度恒定安全可靠，并设有多项热保护装置和防触电及自动断电保护装置。 (5)使用广泛 (如多雨多雾)的地区，空气污染大的地区，天气寒冷广泛适用于气侯比较潮湿 和日照不强烈的地区。它更适合热爱健康的人群，一般家庭，美容院，宾馆等。 (6)静态干衣，与众不同 国际首创静态干衣技术，避免衣物互相摩擦而打折，受损，令衣物平整如新，松软柔顺。 11.3小天鹅家用衣物烘干机的市场定位 普通干衣机是洗涤工作的设备，它不受天气条件限制，是减少大面积晒场和随时提供烘干的有效设备、最适宜宾馆、饭店、旅社、招待所、医院和洗衣场在短时间内烘干衣物之用。 现在随着人们生活水平的提高，干衣机逐渐走进人们的生活，成为人们生活中的一部分。通过市场细分的分析，我们将太阳能干衣机定位于家庭主妇一族，这一类人主要以家庭为重，是干衣机市场的首选消费群体。以上分析了家庭主妇对干衣机的选择要求，普通的干衣机基本上能达到那些要求，但是还不能令人百分之百的满意。小天鹅干衣机不仅具备了普通干衣机的特性，满足消费者的需求，它还具有独特的特性，其一为小巧便捷，可以供家庭旅游或家人出差使用，其二为利用PTC发热原理，这不仅满足了家庭主妇希望节能这一需求，而且还做到了环保，尤其受到了环保人士的亲睐。 产品定位:中高档产品，让消费者感到物超所值。 • 消费群容量及分析:该产品属于中高档产品，主要销售区域定位于城市等较发达地区。消费者多为有固定收入且注重家庭生活的女性。消费者数量庞大，such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise 市场消费容量大。 • 功能定位: • 1.使用:方便小巧，操作简单，能源节约。 • 2.投资:销售市场潜力大，投资远景好。 • 竞争定位:市场领先者 综上可以看出，小天鹅干衣机不仅具备了普通干衣机的特性，高效消毒杀菌以及高效节能，它还具备了小巧便捷以及利用PTC发热的特性。家庭主妇以家庭为重，比较容易接受这类事物，太阳能干衣机区别于普通干衣机的独特性也能吸引广大家庭主妇的眼球。所以将小天鹅干衣机定位于家庭主妇这一消费群体，具有良好的发展前景。 12.小天鹅家用衣物烘干机的推广方案 12.1产品策略制定 • 目标群:家庭主妇为主。 • 目标价格:长线产品|短线投资 • 产品定位:利润为主，市场占有率为主。 根据市场占有率不同，采取不同价格策略。 渠道 • 1) 一般通路。对经销商的选择、管理控制、返点等。 • 2) 特通。由于产品特性及价格不同，我们可以选择那些特殊通道，以便它的目标客户能够便利的获得该产品。 • 3) 新终端开发队伍。 • 4) 直营队伍。对于一些特殊情况，如经销商的流失，直营队伍暂时性的弥补空白市场。 • 5) 客户数据库的管理。业代前期市场推广积累的客户资料及经销商自身对终端的开发，这些终端资料应当及时地通过业代以书面的形式提交公司。公司对这些资料的管理可以避免因业代及经销商的流失而造成的终端流失。 12. 2促销 • 营业推广 • a) 对顾客。?稳定主打产品价格;?对品牌的宣传 • b) 对零售商。稳定价格，保证促销后价格能够恢复，销量得以维持;或者在短时间内抢先占领货架 • c) 对中间商。尽量减少短期大力度促销活动，一方面会破坏市场，影响终端价格体系，另一方面经销商对终端很可能没有落实，从中截取，成为其“灰色收入”。 • 4) 公共关系。事件营销:把握正确的营销事件。直接告知消费者的营销事件应当包含消费者利益点，并且该信息是以直接明了的方式告知消费者利益点的 such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise • 12.3具体方案和实施 一、产品设计:外形小巧便捷，清新时尚。 二、价格设计:400~600元 三、渠道设计:家电连锁店，超市，网络销售等 四、促销设计: 广告推广 (一) 户外广告推广 1、市商业繁华地段的道路路边建立超大型广告牌 • 2、商场电梯侧、楼侧、立柱式等建立中型广告牌。 • 3、电话亭、候车亭等小型广告牌。 • 4、在经过繁华地段的公交车车体上做流动广告。 (二)网络推广 1.专业推广网站 广告套餐:首页在各大栏目推广,招商热点、推荐产品、产品发布会、产品展示、图标广告、产品流行资讯发布、至尊数据库营销、广告赠送等 费用预算:20000元/年 2、非专业推广网站 当打开某一网页时，自动弹出小天鹅家用衣物烘干机广告图片。因而对此产品留下印象。 (三) 普通媒体推广 1、报纸媒体推广 (1)新晋家用电器推广报，行业针对性强,客户跟踪全面;报刊免费直投给全国各省、各城市的优秀代理商，确保每一个产品的招商信息都能够真正到达每个目标代理商手中，每月投递完成后将提供具体的投递路线图给产品。 (2)在《生活报》、《今晚报》、《每日新报》等首页整版或其他专栏中刊登推广 70000元 ，使其描绘特色产品，扩大产品影响力，更好地为招商引资服务。 2、电视媒体推广 由于小天鹅干衣机的主要消费群体定位家庭主妇，因此针对家庭主妇的一般活动等特点，决定在其经常观看的电视家庭频道上推出此广告，以推广此产品。such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise 因此我们决定电视媒介选择天津地区最深入家庭的天津3套生活频道以及天津卫视频道等。这些频道是天津地区收视率较高的电视台，一般家庭都收看。并且收视人群比较接近于我们的目标消费者。 场景一: (1)一男子在经过精心布置的家中苦苦等待自己的女朋友。 (2)快到约会时间的时候男子来到家中阳台，发现要穿的衣服还没完全干。 (3)这时候男子接到女朋友的电话说:“还有大概30分钟就到了。” (4)在慌乱中男子看见了小天鹅干衣机立刻打开它。 (5)(镜头切换)男子穿戴整齐的打开门迎接他的女朋友。 场景二: (1)妻子正在家中打扫家务，突然接到丈夫的电话说马上去出差，嘱咐妻子收拾好出差衣服。 (2)接到电话后，妻子不慌不忙的开打小天鹅干衣机烘干刚刚洗过的衣服。 (3)当丈夫到家时，看到妻子正将丈夫嘱咐的衣服放到行李箱中。 (4)丈夫看到后满意的表扬妻子，妻子心里想:幸亏家里有小天鹅家用衣物烘干机。 促销推广 由于是短期营销，因此促销方案尤为重要，要在短时间内使自己的产品融入市场并占领一席之地，我们认为，促销方案中应该具备以下几点: 首先，使本产品直接与消费群体接触，使消费群体对产品有一个直观的认识并给消费者以尽可能大的吸引力。其次，给产品赋予特殊的意义，从消费者的内心深处去挖掘市场，进而占领市场。最后，在营销整个过程中，信誉特别重要。对于上几点，本小组给出了以下促销方案。 方案一:公共场所进行产品展示以及体验式促销针对节日期间家庭主妇逛街等日常活动频率增加，我们决定在圣诞节这个节假日特殊时段，在人流较聚集的繁华地带小天鹅干衣机促销活动。届时将有穿戴着各色围裙的模特手托小天鹅干衣机在临时搭建的T台上展览。此外主持人将对小天鹅能干衣机进行功能等性能的具体介绍，并进行一些生动有趣的适用活动来增强人们对小天鹅干衣机的了解，并留下参与活动的人的联系方式和现场抽奖，获奖者将得到不同级别的奖品包括此产品及与其相关的连带产品。 方案二:商场、超市促销活动 1.对于商场、超市的会员，发行小天鹅干衣机购买折扣券，折扣券上印有小天鹅干衣机功能介绍及优惠说明等。 2.对于商场、超市的员工，发行特价优惠券。并且注明凡向亲朋好友介绍购买等进行一定的优惠政策。 3.对于在商场、超市的一次性购买一定金额以上商品的消费者进行现金返还活动 。 12.3公益活动 向近些时期的发生灾害的地区发放救灾物资及小天鹅干衣机产品。以此提升我们公司的声誉，同时也将小天鹅干衣机推广到那里，也为他们的生活提供了方便。 such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise 13.费用预算 • 广告:硬性广告及软性新闻:25万 • 公关活动:6万 • 直销活动、礼品:4万 • 合计:35万 小组分工: 涂嘉惠:1.概述;8.SWOT分析 许晓君:2.产品介绍;9.市场细分 林爱明:3.品牌分布分析;10.目标选择 陈碧秀:4.竞争对手分析;7.消费者分析 陈小玲:5.产品市场发展潜力分析;11.市场定位 李 玲:6.市场行业现状及产品未来发展趋势分析;12.推广方案13. 费用预算 such as wages, subsidies to give some support, the new finds at national, provincial and municipal engineering laboratories, research centers and otherSome research funding support from the platform. Second, business methods of science are diverse. Innovative investment methods, expanding investment channels, to investment to achieve tangible results. At present, in the County completed project is our invitation to work can make good use of resources, rich with enterprise information, contacts, and other resources for investment by business, not only low cost and high efficiency. Relatives and friends also can use outside resources, we must actively take the initiative to strengthen contacts with them, making full use of their resources, for the County investment broker. The town streets, industrial development focal points to pick a strong backbone of investment, aimed at more recent relocation of Beijing-Tianjin-Tangshan, Yangtze River Delta and other economically developed areas, the implementation of resident merchants. Internet merchants, so ... ... Investment, investment, investment policy on the Internet "play" and let customers know more about ... ... and the ... ... and yearn for. ... ... Make full use of the Internet for valuable business information, communicating and negotiating with that as a clue. Investment firm into line and encourage qualified enterprises to actively introduce strategic partners, through mergers, asset restructuring, equity investment, transfer, technological innovation and other forms of enterprise