热水器行业广告投放情况调查.doc

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1、中国最大的商务办公文档下载基地： -项目方案 调查报告 可研分析 广告策划 案例分析商业计划 项目管理 电子商务 财税管理 法律文书战略管理 企业文化 行政管理 人力资源 管理制度合同文本 个人简历 年终总结 公文写作 视频讲座- 中国文案： 中国商务办公文案的下载基地. 娱乐中国： 免费电影下载 在线电影观看. 办公休闲小游戏： 超多FLSHA游戏免费玩.据北京中企市场研究中心广告监测系统提供的统计数据显示，在刚刚过去的2001年中，全行业共有255个品牌在全国279种报纸、杂志媒体上发布了热水器广告10524次，投放广告费用总计637288万元，较2000年减少了001，基本上打了个平手。

2、 品牌数量之多无可比拟 在当前我国家电市场中，热水器行业的品牌数量之多是任何其它家电品类无法比拟的。统计数据表明，2000年度参与平面广告投放的热水器品牌共有177家，这在整个家电行业中已经是手屈一指了，然而到了2001年度又有78个新品牌竞相杀进。其中既有美的、长虹、康佳之类的国内家电大品牌和众多区域性小品牌，也不乏新进入我国热水器市场的国外知名品牌，使得原本品牌集中度就很低的热水器市场更加芜杂，正是这些大量涌入的热水器新品牌掩饰了老品牌广告投放的下降颓势。其实，在2001年度有不少已具有相当规模的热水器生产企业的平面广告投放费用比2000年有较大幅度的下降：曾位居2000年热水器行业平面广

3、告投放费用排行榜第一名的樱花2001年下降了6702，小鸭下降了4429，博世下降了5248，澳柯玛下降了3325，华帝下降了4376，科龙下降了5408而与此恰成鲜明对照的诸如皇明、辉煌、恒热、清华阳光、上海能率、创尔特等品牌则今年度大幅度提高了广告投放力度，其中创尔特2000年的平面广告投放费用仅为695万元，而到2001年则骤升到9648万元，升幅高达12882，其变化之剧烈，反映出企业极欲在热水器市场作大、作强的意图。统计数据显示出广告投放费用呈下降趋势的品牌多是以生产燃气热水器为主的企业，呈上升趋势的多是以生产太阳能热水器为主的企业。 2001年度热水器行业平面广告投放费用前10名品

4、牌中，只有阿里斯顿、恒热、博世三家是国外品牌，这与手机、彩电等行业平面广告投放以国外品牌为主的阵容大相径庭。统计数字显示，这10家热水器品牌2001年平面广告投放费用总计317237万元，约占全行业平面广告投放总费用的4978，其中皇明一家的平面广告投放费用就约占行业总费用的1573，领先优势明显。此外，1996年登陆中国热水器市场的澳大利亚品牌恒热是新近入围前十名排行榜的热水器生产企业，2000年的平面广告投放费用是585万元，2001年升至24522万元，增幅达31918广告投放费用与阿里斯顿并驾齐驱了。 在2001年度热水器行业平面广告投放中，电热水器品牌共95个，燃气热水器品牌共44个

5、，而太阳能热水器品牌则有124个，无论是品牌数量还是广告投放费用，太阳能热水器都占有绝对优势。单从广告投放量上看，电热水器呈稳定增长态势，而燃气热水器已显出颓势。 热水器打广告重点在北方 广告投放策略因各品牌爱好不同而大相径庭，在2001年度热水器行业中，虽然资金实力雄厚的品牌广告投放力度相对要大，但是也可以看出一些国外著名品牌在热水器广告投放上仍保持着一定的低调，譬如AO史密斯、松下等，尽管它们表示决心要在中国热水器市场成为领军者，并不断对在中国的生产线增资，但从近年的广告投放上看，一直很有节制，不温不火，始终居于第二集团中。 在2001年度热水器行业平面广告投放中，德国品牌博世的广告含金量

6、即广告投放费用与投放次数的平均值最高，共投放费用11551万元，发布广告57次，平均含金量为203万元次。国内热水器品牌创尔特2001年的平面广告投放费用为9648万元，共发布广告1769次，是全行业平面广告发布量最多的品牌，但是广告含金量又是最低的，仅为005万元次，远远低于全行业平面广告投放费用的平均值，而且所发布的广告形式单一，均为栏花。创尔特以密集的小型广告进行产品营销，明显有别于其它品牌的广告投放策略，形成了自己的广告特色，这在整个家电行业的平面广告中是绝无仅有的，其市场效果还有待进一步验证。 从热水器行业在各行政区的广告投放上看，华东、华北、华中三个地区的投放力度最大，投放费用之和

7、占行业平面广告投放费用的6343。从平面广告投放的省份上看，2001年热水器行业平面广告的重点投放地域是山东、北京、湖北、辽宁、广东，其中山东最多，总费用高达61441万元。主要投放品牌是皇明、海尔、澳柯玛、小鸭四个品牌，投放费用均在50万元以上。而且这四大品牌又均是山东省本土品牌，其竞争之激烈，自在情理之中。 2001年热水器平面广告投放量最少的省份是西藏，全年的平面广告投放费用仅为074万元。而令人欣喜的是2001年热水器行业在我国西北地区的平面广告投放量由2000年的21601万元提高到2001年的39141万元，增长了812，增幅之大令人刮目。北京中企市场研究中心的专家认为这巨大的增幅

8、从一个侧面反映出伴随着我国西部大开发步伐的加快，有效的推动了西部地区市场需求稳步增长，而且这种消费需求的增长，绝不仅仅局限在热水器市场，而是对整个家电产品全方位的需求，是一个充满广阔发展前景的市场。Editors 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: jnjones

9、jr (CNN) - I will always wonder what it was like to huddle around a shortwave radio and through the crackling 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

10、. Those events were way before my time.As a kid, I was fascinated with what goes on in the sky, and when 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 importa

11、nt weather and space events, but right now, if you were sitting next to me, youd hear my foot tapping rapidly 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 wi

12、ll have the chance to watch a man take a leap into an unimaginable free fall from the edge of space - live.The (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 altitu

13、des in the sky to test the winds, knowing that if they would just line up in a vertical straight 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 envel

14、ope into uncharted territory.The guy who is going to do this, Felix Baumgartner, must have that 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 up

15、per end of our atmosphere. As soon as the 40-acre balloon, with skin no thicker than a dry cleaning 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

16、and capcom (capsule communications), Col. Joe Kittinger. He hung his head low in mission control 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, conditio

17、ns have to be very calm - winds less than 2 mph, with no precipitation or humidity and limited 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

18、 (5.5 miles/8.85 kilometers), drifting even higher than the cruising altitude of commercial airliners (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

19、at 120,000 feet (22.7 miles/36.53 kilometers). Here, Fearless Felix will unclip. He will roll 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

20、 not too hard. Still, hell be traveling fast, so despite the distance, it will not be like diving 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 th

21、an 40 seconds. Like hitting the top of the water, he will begin to slow as he approaches the more 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 tea

22、m hopes its not needed. Instead, he plans to deploy his 270-square-foot (25-square-meter) main 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

23、 if he loses consciousness at mach speeds.Even if everything goes as planned, it wont. Baumgartner 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.