隨著城市化的發展，房地產的興隆，帶動了衛浴市場的巨大發展，為了搶占中國這個巨大的市場，進口品牌企業逐漸在中國地區投資發展，中國本地企業也把方向轉向國內，雖然中國市場的潛在空間巨大，但是面對衛浴行業多達3000多家企業的進入，而且各個品牌企業勢均力敵，市場集中率低，競爭激烈程度是不言而喻的。面對這個情形，企業不得不採取不同的行銷策略，形成自己的品牌優勢來發展中國市場。 本研究首先通過分析中國衛浴行業的發展狀況和市場特徵，然後比較進口衛浴品牌和本地衛浴品牌企業的行銷策略的差異，通過選取各個品牌的企業代表為個案，結合企業的自身特點，分析其採取的行銷策略，並對比其主要差異。然後探討衛浴企業未來行銷的發展趨勢。 本研究通過行業特徵和企業資料的歸納，並以行銷策略的4P理論和SWOT方法作為個案公司的行銷策略分析的理論框架，簡潔明瞭地闡述衛浴品牌企業的行銷特徵，為衛浴企業運營發展提供參考。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.
