我国经济快速发展，人民消费水平逐步提升，家电产品从单一到多类，首次使用到多次购买，注重功能到场景化方案，消费层级发生重大变化，目前中国已经成为全球第一大家电生产国和家电消费国，百户家电拥有率逐步提升，日趋稳定。热水器品类随着国家清洁取暖政策和市政电力系统、天然气管道以及自来水建设，其多样化消费由城市已经延伸到乡镇和农村中。同时受房地产、电商和自媒体以及直播等影响，信息的快速传递，消费者对热水器各品类已经比较熟悉，或者可以快速通过各类媒体平台获取到相关信息。热水器各类型产品的安装条件已基本得到满足，信息通路完全打开，这对热水器品牌来讲，面临着前所未有的挑战。面对如此复杂多样的销售渠道和数字化媒体，快速占领消费者心智，成为第一首选品牌，并将用户发展成为品牌的忠实用户是个非常重要的问题。本文基于上述问题，对H公司热水器品牌开展营销调研，结合新渠道新媒体的变化，对我国热水器用户以全新的维度进行人群细分。对比之前其他消费者研究不同的是增加对热水器用户的家庭结构、用水习惯、居住环境、装修、购买渠道，以及电商和自媒体营销影响。通过定性和定量的深入调研，采用SPSS归类分析得到十二类细分人群。识别热暖用户整体、细分市场以及各产品线覆盖的群体特点，全屋热水用户购买动机、购买考虑因素、关键驱动因素以及使用场景、使用需求和痛点等信息挖掘，找到H公司热水器核心用户群和可以产生较大影响周边人群，并确立目标人群及H公司的品牌定位。利用PEST和SWOT等分析工具，对H公司热水器转化率低的主要问题和原因进行详细分析。以全新视角针对H公司热水器薄弱品类和薄弱环节进行定向研究，制定了“细分市场下的产品策略、品牌策略、价格策略、渠道策略和营销沟通策略”，以解决从认知度、推荐度到转化率的问题。提升H公司热水器业绩、联想度和忠诚度，本文的研究思路、研究方法及研究结论对H公司热水器和类似其他家电企业具有一定的指导意义。
China's rapid economic development, people's consumption level gradually improved, home appliances from single to multiple categories, the first use to multiple purchases, focus on function to scenario-based programs, the level of consumption has undergone major changes, China has become the world's largest home appliance producer and consumer, home appliance ownership rate of 100 households gradually increased, increasingly stable. With the national clean heating policy, and the construction of municipal power systems, natural gas pipelines and tap water, its diversified consumption has been extended from cities to towns and villages. At the same time, affected by real estate, e-commerce and self-media and live broadcasting, the rapid transmission of information, consumers have been more familiar with the categories of water heaters, or can quickly obtain relevant information through various media platforms. The installation conditions of various types of water heater products have been basically met, and the information channel is fully opened, which is facing unprecedented challenges for the water heater brand. Facing such a complex and diverse sales channels and digital media, it is a very important issue to quickly occupy the minds of consumers, become the first preferred brand, and develop users into loyal users of the brand.Based on the above problems, this paper carried out marketing research on H company water heater brand, combined with the changes of new channels and new media, and segmented the population of Chinese water heater users in a new dimension. Compared with other previous consumer studies, it is different to increase the impact of household structure, water consumption habits, living environment, decoration, purchase channels, and e-commerce and we-media marketing on water heater users. Through qualitative and quantitative in-depth research, SPSS was used to classify and analyze 12 categories of subgroups. Identify the overall heating user, market segments and the group characteristics covered by each product line, the whole house hot water user purchase motivation, purchase considerations, key drivers and use scenarios, use needs and pain points and other information mining, to find the core user group of H company water heater, and can have a greater impact on the surrounding population. And establish the target group and H company's brand positioning.PEST and SWOT analysis tools are used to analyze the main problems and reasons of low conversion rate of H company water heaters in detail. From a new perspective, H company water heater weak categories and weak links are targeted for research, and the development of " product strategy, brand strategy, price strategy, channel strategy and marketing communication strategy under market segments " to solve the problem from awareness, recommendation to conversion rate. In order to improve the performance, association and loyalty of H company water heater, the research ideas, research methods and research conclusions of this paper have certain guiding significance for H company water heater and other similar home appliance enterprises.
