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1、兰州地区燃气灶具市场现状分析市场环境甘肃省兰州市，在大西北处于“座中四联”的位置，改革开放以来兰州经济和社会各项事业蓬勃发展，综合经济实力进入全国大中城市50强，成为黄河上游重要的经济中心，西陇海兰新线经济带的重要支撑点和辐射源，兰州经济以石油为主，有色冶金，机电为主。近几年来随着国家“西气东输”工程的开展，兰州的燃气资源也已经基本上形成了以天然气为主，液化石油气为辅的市场格局。兰州的天然气气源稳定，无杂质，热效率高，环保无污染。兰州的燃气具市场还处于成长期，市场潜力巨大，前景光明。290万人口的兰州地区，随着人们生活水平的提高及住房条件的改善，有将近25%的家庭需要重新更换燃气具。另外，每年
2、还有不少新婚家庭的组成，燃气具必不可少，这给燃气具厂家带来全新的发展机遇。 营销模式 由于各燃气具生产企业的资金实力不同，由此在兰州市场的主要营销模式也不尽相同：一种是采取省级总经销形式，这种方式使得生产厂家的成本降低，减少了厂家的经营风险和资金风险，资金周转更快，回流更快；另一种是分公司或办事处形式，这种模式使厂家能直控终端，加强对市场的掌控力度；第三种是区域代理制。不论是哪种营销模式，只要能符合企业的生长发展，有利于销量的提高及利润的增加，就是最好的。 国内燃气具生产企业中，基本是民营企业为主，机制灵活，特别专注于燃气具这一领域，精耕细作，更在产品研发上下足力气，推陈出新，努力提高其技术含
3、量，另外在营销方面，也不断加强对终端形象展示，渠道建设，加强导购员培训，以提高其促销技巧及促销水平等，以保证进一步提高产品的销量。由于大家电利润越来越低，而燃气具丰厚的利润空间，也使得众多大家电企业争先恐后进入到燃气具领域，某些专注于大家电领域的企业，在燃气具领域又想分一杯羹的，相当一部分是采取OEM的方式，产品同质化严重，且大家电的渠道与燃气具的销售渠道是不太一样的，燃气具的渠道要求做的范围更广更深，甚至延伸到三，四级市场，而大家电企业的燃气具很多还是大家电的营销模式，且专一度不高，它所想要的就是利润，所以两者在思路上就是有差异的，根据目前的态势，兰州今后的市场竞争中，华帝，迅达，帅康，普田
4、，美的，红日将是竞争的核心。 品牌特征 虽然兰州的经济在快速增长，但当地的实际消费水平与沿海及经济发达地区相比，还是有一些差距的，因此，在兰州市实际销售的过程中，目前台式灶小量略大于嵌入式灶具的销量，二线品牌产品仍占市场主流，燃气具市场已由卖方市场转化为买方市场，产品的单一化，同质化，渠道的多元化，消费者需求的个性化，使各厂家在兰州地区的竞争也变得更加激烈，每个品牌在兰州地区的市场表现也不尽相同。销售情况比较好的品牌主要有：华帝，迅达，帅康，万家乐，红日等。 华帝作为多年的燃气具行业的专业厂家，凭借着雄厚的资金实力，不惜下巨资对兰州的终端，渠道进行改造，开设专卖店和店中店，统一形象，统一展示，
5、统一促销，以一句“好火好生活”而享誉兰州燃气灶市场。 迅达以20年的专业制造历史，良好的产品质量，并以完善的售后服务体系-迅达139服务，而被兰州市场认可。在市场营销上，主攻专业燃气公司，与其建立了良好的客情关系和合作伙伴关系，从而在兰州市场站稳脚跟，与其它燃气灶企业相比，销售势头良好，目前5128 ，E-7，N5-M属市场主销机型。 红日燃气灶近两年在兰州市场的销量增加迅速，在促销方面和产品形象展示方面也是下了不少工夫，销售情况越来越好。 综合各品牌畅销机型的产品型号，兰州市场百姓最能接受的价位在200-500元之间。 渠道分析 目前兰州的销售终端可分为： 专业的家电连锁店：如国美，大中。这
6、两个家电超市是兰州居民买家电的首选之地，知名度较高，客流量大，销售量也相当惊人，特别是国美由“价格杀手”向“服务杀手”转型，推出“彩虹服务”，使得它的美誉度在兰州人民的心中得到提升，在国美的卖场中，华帝，美的，帅康，万家乐，康派的销量不错，而在中大的卖场中，华帝，邦太，帅康，美的，乔森的销量居前列。 燃气公司：在燃气公司这一部分，迅达与其合作由来已久，有非常好的客情关系，因此这部分迅达的产品销量比较大，此外万家乐，华帝，火王，红日在与燃气公司合作方面也有着很好的销售业绩。 传统型的百货零售商场，如国芳百盛，亚欧等，商场可迅速提升产品的品牌形象，提高产品的知名度，在这一领域里帅康，美的，邦太，海
7、尔占据着燃气灶前列。 另外就是小区直销，它具有成本低，费用小等特点，直接面对最终消费者，影响范围比较广，这部分的销售与上述三种主渠道的品牌相呼应。 发展趋势及建议 品牌之间的竞争将更加激烈，杂牌燃气具将被淘汰出局，目前兰州地区的燃气具市场中，还没有出现“领导型”的品牌，每个厂家为了扩大市场份额和市场占有率，都会有比较大的动作，但为了整个行业的良性发展及市场的规范，应避免恶性竞争，互打价格战。 产品的研发能力还应加强。目前市场上的燃气具从外观到款式，同质化严重，特别是某些厂家看见另一厂家的某款畅销就恶意仿制，使市场变得混乱无序，生产厂家应在采购-研发-生产-营销的过程中，根据市场需求，适时的生产
8、对路的产品，满足不同消费者的需求。 服务要超常，服务不单单指售后服务，它还包含着售前，售中和售后服务，燃气灶仅仅只是半成品，只有通过服务才能使产品更加完美。许多厂家已经为消费者开通了24小时服务热线，而且还实施了免费送货，免费安装，免费调试，免费上门服务，处处为用户着想，也赢得了消费者的口碑，但也还存在着服务不到位的情况，应根据具体的情况提升服务的品质。 积极寻求新的销售增长点。除了兰州已有的销售渠道外，应积极与房地产开发商，橱柜生产销售商，建材商场或团体用户寻求合作，另外还可以通过与其他家电厂商合作，推行“燃气具+消毒碗柜+吸油烟机”等的多种套餐制服务。 原载：现代家电第53期 Editor
9、s note: Judson Jones is a meteorologist, journalist and photographer. He has freelanced with CNN for four years, covering severe weather from tornadoes to typhoons. Follow him on Twitter: jnjonesjr (CNN) - I will always wonder what it was like to huddle around a shortwave radio and through the crack
10、ling static from space hear the faint beeps of the worlds first satellite - Sputnik. I also missed watching Neil Armstrong step foot on the moon and the first space shuttle take off for the stars. Those events were way before my time.As a kid, I was fascinated with what goes on in the sky, and when
11、NASA pulled the plug on the shuttle program I was heartbroken. Yet the privatized space race has renewed my childhood dreams to reach for the stars.As a meteorologist, Ive still seen many important weather and space events, but right now, if you were sitting next to me, youd hear my foot tapping rap
12、idly under my desk. Im anxious for the next one: a space capsule hanging from a crane in the New Mexico desert.Its like the set for a George Lucas movie floating to the edge of space.You and I will have the chance to watch a man take a leap into an unimaginable free fall from the edge of space - liv
13、e.待添加的隐藏文字内容2The (lack of) air up there Watch man jump from 96,000 feet Tuesday, I sat at work glued to the live stream of the Red Bull Stratos Mission. I watched the balloons positioned at different altitudes in the sky to test the winds, knowing that if they would just line up in a vertical straig
14、ht line we would be go for launch.I feel this mission was created for me because I am also a journalist and a photographer, but above all I live for taking a leap of faith - the feeling of pushing the envelope into uncharted territory.The guy who is going to do this, Felix Baumgartner, must have tha
15、t same feeling, at a level I will never reach. However, it did not stop me from feeling his pain when a gust of swirling wind kicked up and twisted the partially filled balloon that would take him to the upper end of our atmosphere. As soon as the 40-acre balloon, with skin no thicker than a dry cle
16、aning bag, scraped the ground I knew it was over.How claustrophobia almost grounded supersonic skydiverWith each twist, you could see the wrinkles of disappointment on the face of the current record holder and capcom (capsule communications), Col. Joe Kittinger. He hung his head low in mission contr
17、ol as he told Baumgartner the disappointing news: Mission aborted.The supersonic descent could happen as early as Sunday.The weather plays an important role in this mission. Starting at the ground, conditions have to be very calm - winds less than 2 mph, with no precipitation or humidity and limited
18、 cloud cover. The balloon, with capsule attached, will move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. It will climb higher than the tip of Mount Everest (5.5 miles/8.85 kilometers), drifting even higher than the cruising altitude of commercial ai
19、rliners (5.6 miles/9.17 kilometers) and into the stratosphere. As he crosses the boundary layer (called the tropopause), he can expect a lot of turbulence.The balloon will slowly drift to the edge of space at 120,000 feet (22.7 miles/36.53 kilometers). Here, Fearless Felix will unclip. He will roll
20、back the door.Then, I would assume, he will slowly step out onto something resembling an Olympic diving platform.Below, the Earth becomes the concrete bottom of a swimming pool that he wants to land on, but not too hard. Still, hell be traveling fast, so despite the distance, it will not be like div
21、ing into the deep end of a pool. It will be like he is diving into the shallow end.Skydiver preps for the big jumpWhen he jumps, he is expected to reach the speed of sound - 690 mph (1,110 kph) - in less than 40 seconds. Like hitting the top of the water, he will begin to slow as he approaches the m
22、ore dense air closer to Earth. But this will not be enough to stop him completely.If he goes too fast or spins out of control, he has a stabilization parachute that can be deployed to slow him down. His team hopes its not needed. Instead, he plans to deploy his 270-square-foot (25-square-meter) main
23、 chute at an altitude of around 5,000 feet (1,524 meters).In order to deploy this chute successfully, he will have to slow to 172 mph (277 kph). He will have a reserve parachute that will open automatically if he loses consciousness at mach speeds.Even if everything goes as planned, it wont. Baumgar
24、tner still will free fall at a speed that would cause you and me to pass out, and no parachute is guaranteed to work higher than 25,000 feet (7,620 meters).It might not be the moon, but Kittinger free fell from 102,800 feet in 1960 - at the dawn of an infamous space race that captured the hearts of many. Baumgartner will attempt to break that record, a feat that boggles the mind. This is one of those monumental moments I will always remember, because there is no way Id miss this.
