Market Research On Water Heater In Chinese Market And Marketing Strategy Optimization For ARISTION

Since the opening and reform our national economy has been growing rapidly, stably and continuously science and technology has been developing fast. The social purchasing capacity has been enlarged. China is becoming the World Manufacturing Center. Chinese market also becomes the focal point in the world. Moreover,with the developing of the inhabitant living standard the citizen consumption level has improved remarkably, Household Eletric Appliance Market is facing new opportunities and challenges. So the market of water heater has the conditions of rapidly growth. Furthermore the sale number of water heater increased 25 percent per year in China The domestic water heater market competition hastens intensely the competition method also tends the diversification. Many foreign water heater brands target theChinese market ,so the water heate market developed rapidlyAriston Thermo Group China was the earlisest introduce European popular electric water heater into the Chinese market, China launched flagship brand in ARISTON water heater. Ariston Thermo Group China has deeply believed that Chinese land has great development potential,not only has poured Europe's science and technology and the user friendly design into ARISTON water heater,but also conforms to China's national condition. One of the world's leading companies in heating, Ariston Thermo Group offers a complete range of heating and hot water products, systems and services designed to provide the maximum degree of comfort with the minimum use of energy. Established over 80 years and present in more than 150 countries as the key player in renewable technologies.With the implementation of the new country trade standardsand the profession competition's aggravating, ARISTON water heater will be faced with the new challenge in China For this reason it is vital that strategy of ARISTON water heater integrate resources and exploit the market in ChinaThis article from the industry of water heater development history and status to proceed introduce industrial characteristics and further analyze and discussed market conditions, consumer behavior, marketing channel.Then it analysis the influenced factors of water heater industry development have carried on exhaustive analysis to the macro-environment, the raw material cost, use cost, new industry standard .Combined with the status of Ariston Thermo (China) Co., Ltd. ,use Poter five-forces model and SWOT analyzing tools to the target-market-orientation. Finally, you will be led marketing strategy of ARISTON water heater to a deep understanding from four aspects, such as products, price, promotion and channel, then giving feasibility proposal.This paper is intended to provide water heater industry with a series of marketing strategy with science and practice on a basis of contemporary management theory and business practice. I wish these will be helpful for the development of Ariston Thermo (China) Co., Ltd. and other companies in their further in China.