摘要：随着国外厨电品牌不断进驻国内厨电市场，国内厨电市场竞争明显提档升级。纵观当下，占据高端市场主导地位的是域外厨电品牌，而我国本土厨电品牌主要分布在高中低端市场，相当于囊括厨房电器的全部产品线。通过详细阐述市场现状、厨房电器品牌竞争格局、未来发展方向，本文归纳总结了国内厨电行业的基本状况。同时，本课题重点聚焦方太品牌，结合国内厨房电器营销现实情况，明确了国内厨电品牌采用的竞争策略及其现存问题。在PEST模型基础上结合SWOT分析工具深度剖析家电产品营销的宏微观环境，深入探讨方太电器的优势之处与不足之处。通过方太的市场细分和评价，明确其目标市场，说明其市场定位。结合该品牌的目标用户需求，联系品牌产品营销现状，在4P理论之上引进4C理论，详述方太电器的营销问题，分别在顾客、成本、便利、沟通、渠道和代理商管理模式方面提出了优化方案，并拟定了优化方案的实施保障体系。本文的结论是基于数据、研究成果，以及基于市场营销理论和中国的厨房电器行业的现状得出。

关键词：竞争战略、方太、市场营销

Shanghai district community competition strategy for kitchen appliances——Taking Fotile as an example

Abstract：As foreign kitchen electric brands continue to enter the domestic kitchen power market, the competition in the domestic kitchen power market has been significantly upgraded. Looking at the current situation, it is the extraterritorial kitchen power brand that occupies the leading position in the high-end market, and the domestic kitchen electric brands in China are mainly distributed in the high school, low-end market, and are equivalent to the entire product line of kitchen appliances. Through a detailed description of the current market conditions, the competition pattern of kitchen appliance brands, and future development directions, this article summarizes the basic conditions of the domestic kitchen and electric appliances industry. At the same time, this topic focused on the Fotile brand, combined with the realities of domestic kitchen appliances marketing, and clarified the competition strategies and existing problems of domestic kitchen appliance brands. Based on the PEST model, combined with the SWOT analysis tool, the macro and micro environment of home appliance product marketing was deeply analyzed, and the advantages and disadvantages of Fotile Appliance were deeply discussed. Through the market segmentation and evaluation of Fotile, it clearly defined its target market and explained its market positioning. Combining with the brand's target users' needs, linking the current status of brand product marketing, introducing 4C theory over 4P theory, detailing the marketing issues of Fotile Appliance, and presenting them in terms of customer, cost, convenience, communication, channel, and agent management model. Optimize the plan and formulate the implementation guarantee system for the optimization plan. The conclusion of this paper is based on data, research results, and based on the marketing theory and the current status of China's kitchen appliances industry.

Key words: Competitive Strategy ,Fotile ,Marketing

目录

一、绪论 1

（一） 研究背景与意义 1

（二） 研究内容和现状趋势 2

二、我国厨房电器行业概况 3

（一） 我国厨房电器行业市场情况 3

（二） 我国厨房电器市场竞争格局 3

（三） 调研报告及方太电器存在的问题 4

三、方太厨房电器营销环境现状 5

（一） 方太厨房电器PEST分析 5

（二） 方太厨房电器SWOT分析 8

（三） 方太厨房电器营销策略STP分析 8

四、方太厨房电器营销策略 11

（一） 产品策略 11

（二） 价格策略 11

（三） 促销策略 11