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12003-2004中国大陆电磁炉行业市场年度综述报告2目录第一部分导言························································································································································P04第二部分中国大陆电磁炉市场概要··············································································································P10第三部分2003-2004年度电磁炉市场综合研究·························································································P13第一章2003年中国大陆电磁炉市场发展背景分析································································································P14第一节宏观经济发展状况简析··························································································································P14第二节家电业发展状况简析······························································································································P21第三节小家电市场发展状况简析······················································································································P24第二章市场总量与市场结构····································································································································P27第一节市场总量研究········································································································································P27①中国家电电磁炉产品2003年3月-12月出口状况··························································································P27②中国城市电磁炉市场总体规模······················································································································P28第二节市场结构研究········································································································································P30①中国大陆电磁炉市场品牌结构分析··············································································································P30②2003年电磁炉产品技术结构分析··················································································································P473第三章品牌竞争静态分析········································································································································P53第一节产品与价格竞争研究····························································································································P53①品牌主推机型研究············································································································································P53②价格策略分析····················································································································································P58第二节渠道策略分析········································································································································P60第三节平面媒体广告竞争动态分析················································································································P63①硬性广告投放研究··········································································································································P63②软性媒体传播研究··········································································································································P83③硬性广告主题词研究······································································································································P99第四节主要竞争品牌促销活动分析················································································································P102第五节消费者调查研究····································································································································P104第四部分慧聪建议·············································································································································P120目录4第一部分导言52002-2003年度中国大陆家电产品年度综述报告调研背景本研究报告是以慧聪国际资讯有限公司家电市场研究所丰富的行业资料、数据以及慧聪国际独有的、庞大的平面媒体广告监测数据库为依托，对2003年度中国大陆家电市场的综合调研结果，是全年市场研究成果的精华，直接反映中国大陆家电市场的整体发展情况。为便于各界读者能够深刻、详实、充分的理解研究报告的撰写思路、数据来源、研究方法和主要相关结论，特在导言中对报告的写作背景情况作简明阐释，以利参考、便于沟通。一、本报告的市场研究指标为使本研究报告能客观反映2003年中国大陆家电市场的实际情况，报告使用了多组既相互独立又相互关联的市场研究指标，指标概念及数据取得过程如下：品牌市场份额指在规定时间内，其品牌或某类产品通过正规销售环节而最终进入消费领域的产品数量与同类产品总量的比例（该部分销量统计不包括渠道滞留销量）。理论上讲，市场份额直接反映各品牌厂商在该时间段取得的实际销售数量，同时也是未来市场竞争策略的选择依据和基础。本报告使用的销量数据来自慧聪国际家电市场研究所对分布在全国14座大中城市近200家生产商、经销商自报销量数据与国家信息中心联合进行的零售销量监测数据。62002-2003年度中国大陆家电产品年度综述报告调研背景广告出现率指某品牌或某规格产品在特定新闻媒体上广告资金投入额与同类产品资金投入总额的比例。理论上讲，广告出现率与某品牌产品未来市场占有率呈正相关关系，在一定程度上反映出未来市场品牌结构。广告出现率高，表明厂商与经销商对该产品信心强。本报告中，该指标来自慧聪广告分析中心对全国1627种家电专业媒体、行业媒体和大众媒体的广告投放监测数据。通过广告出现率分析各厂商2003年1月至2003年12月市场推广宣传力度。品牌渗透率SWOT分析SWOT即Strengths优势、Weakness劣势、Opportunities机会、Threats威胁的简称，它在制定公司发展战略和进行竞争对手分析中经常被使用。在本报告中用以对竞争品牌进行综合评价分析。价格波动即在规定时间内某品牌特定规格型号产品市场销售价格的变动情况。将一组可以进行比较的价格波动数据进行综合分析，可反映出不同厂商在不同时期的价格策略。品牌知名度指在规定时间内知晓某品牌的消费者数量占该类产品全部消费者（包括现实与潜在两部分）数量的百分比。一般情况下，品牌知名度与市场份额呈现较为一致的正向关系，即市场份额较高的品牌其知名度也较高。在本研究报告的分析过程中，我们用该指标与市场份额相对照，来印证市场份额数据的客观性。72002-2003年度中国大陆家电产品年度综述报告调研背景二、研究报告的框架结构处理第一部分、年报导言此部分研究报告，旨在介绍本报告的研究模型特征，基本框架，以及报告前的数据处理方法，样本量的来源。第二部分、中国大陆电磁炉家电产品市场概要该部分研究报告，介绍了2003年度的电磁炉家电产品市场总体特征。第三部分、2003年度电磁炉家电产品市场综合研究该部分研究报告，从电磁炉家电产品市场发展背景、市场总体规模与结构、品牌竞争状态、消费者需求、20