摘 要：如今，能源消耗日益严重，传统能源供应日趋紧张，寻求新能源是大势所趋，新能源受到众多企业的追捧。太阳能作为一种绿色能源，有着清洁、安全、取之不尽等显著优点，成为关注重点。在中国太阳能产业的发展中，太阳能热水器市场前景广阔，各企业间的竞争也日趋激烈。太阳雨是中国驰名商标，其太阳能热水器销量遥遥领先。农村市场具有巨大商机，太阳雨太阳能热水器关注农村市场，赢得了较好的销售量。本文通过市场调研，运用4P理论，以徐州黄集镇为例，就太阳雨太阳能热水器在农村市场销售过程中存在的问题进行分析，并提出相应的对策建议。55974

毕业论文关键词：太阳雨太阳能热水器，农村市场，市场调研，营销策略

Abstract：Today,the consumption of the energy is serious increasingly.The supply of the traditional energy has become tighter.The trend is to seek new energy.The sought of the new  energy is after by many companies.As a green energy, the solar energy has the significant advantages,such as clean,safe,inexhaustible,etc.It becomes the focus of attention.In the development of China's solar energy industry, the prospects of solar water heater market is a wide range. The competition among enterprises are becoming increasingly fierce. Sun Rain is a leading global leader in solar thermal, and its sales of solar water heater is ahead.Rural market has enormous opportunities, and rural market is the attention of sun rain solar water heater.Sun rain solar water heater has won a good sales. Through the market research and the use of 4P theory, this study is to analyze the problems of the sun rain solar water heaters in rural marketing in Xuzhou and put forward corresponding countermeasures, taking the town of Xuzhou Huangji for instance.

Keywords：sun rain solar water heater,rural market, market research, marketing strategy

目  录

1  引言 3

2  理论概述 3

3  太阳雨太阳能热水器农村市场营销现状及存在的问题 3

3.1  品牌知名度不高，影响市场占有率 4

3.2  价格偏高，难以满足消费者需求 5

3.3  渠道单一，忽略网络应用 6

3.4  促销不到位，广告宣传效果不佳 7

4  太阳雨太阳能热水器农村市场营销改进措施 9

4.1  加强品牌推广，提高市场占有率 9

4.2  合理定价，满足消费者需求 9

4.3  拓宽销售渠道，利用网络平台 10

4.4  丰富促销方式，提高广告宣传效果 11

结论 12

参考文献 13

致谢 14

附录 15

1  引言

太阳能热水器作为一种绿色环保产品，符合可持续发展理念，太阳雨作为全球领先的太阳能热利用领导者，是中国驰名商标，十余年来，获得长足发展。

自改革开放以来，农村居民家庭人均纯收入持续增长，到2012年，农民人均纯收入已经达到7917元，农村居民购买能力提高，购买千元以上家电产品，已经不成问题。随着生活条件的改善，配置新家电成为新的追求。在农村市场，太阳能热水器拥有巨大商机。目前太阳雨太阳能热水器销量遥遥领先，注重开拓农村市场，挖掘农村市场潜力，是太阳雨成功赢得销量的重要原因。 太阳雨太阳能热水器农村市场营销策略分析+4P理论:http://www.youerw.com/guanli/lunwen_60355.html