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• Main Authors: Chih-Chung Chan, 詹志中
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/98920304435598042466

碩士 === 國立中央大學 === 管理學院高階主管企管碩士班 === 98 === With the rapid development of China cities, the real estate market has been booming. As a result, the sanitary materials market also grows very rapidly. In order to seize the huge market in China, imported brands have invested increasingly more in the China region and the Chinese domestic enterprises have also paid greater attention to the domestic market. China’s market has huge potential, but there are also more than 3,000 enterprises in the bathroom market alone and most of the brands stand at parity. The market concentration is very low, so the intensity of competition is self-evident. Facing this situation, the enterprises have to take different marketing strategies and develop their own brands to be successful in the Chinese market. This research analyzes the development and characteristics of sanitary industry market in China, and then compare the marketing strategies of the import and local bathroom sanitary brands, by selecting representatives of two brands as cases and analyzing their inherent characteristics. We analyze the marketing strategies of these two case companies and compare their main differences. Lastly, we describe the development trend of sanitary enterprises'' marketing programs This study analyzes the features and collects the data of this industry to illustrate the 4P marketing strategy and perform SWOT analysis of the case comapnies. Through this framework, we can compare the marketing strategy of the two cases and contrast the features of the brands. Consequentlyu, the study is able to provide pratical implications to the companies in the industry.