某某年中国大陆电饭煲市场综述报告

2003年中国大陆电饭煲市场综述分析报告1​报告目录第一部分导言·························································································································································P03第二部分中国大陆电饭煲市场概要···········································································································P08第三部分2003-2004年度电饭煲市场综合研究······················································································P14第一章2003-2004年中国大陆电饭煲市场发展背景分析··················································································P141.1宏观经济发展状况简析································································································································P141.2家电业发展状况简析····································································································································P21第二章市场总量与市场结构······························································································································P252.12003年中国大陆电饭煲市场产量状况分析·····························································································P252.2中国大陆电饭煲产品城镇家庭保有率·········································································································P272.3中国大陆电饭煲产品市场品牌结构····································································································P282.42002.01-2003.06电饭煲主要城市品牌市场占有率(销售额)······························································P292.52003年1-11月份国内电饭煲产品出口状况分析······················································································P382.6产品技术结构分析········································································································································P43第三章品牌竞争静态分析···································································································································P453.1重点企业概况················································································································································P453.2中国城市电饭煲市场产品线分析··············································································································P633.3平面广告竞争分析（2002.01-2003.10）····································································································P713.4.1硬广告竞争分析································································································································P713.4.2软广告竞争分析································································································································P803.4重点企业品牌竞争力综合分析·····················································································································P1033.5电饭煲产品京、穗、沪三地消费者调查·································································································P105第四章电饭煲市场发展趋势分析·················································································································P120第四部分慧聪建议·················································································································································P1282​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。第一部分导言3​宽广谈告签出境现叫率窃指闸某瓶品领牌徒或铸某隶规刊格罗产羡品倘在帖特茂定炼新寨闻铁媒翠体霞上佛广甲告炕资泽金控投弓入冻额就与瘦同满类洽产效品里资员金之投炊入译总搞额嗽的牛比宇例钢。勇理市论馋上鞭讲票，熟广幕告美出歉现众率笼与堆某息品湿牌域产有品圈未脑来茶市暑场雹占闻有总率得呈逗正供相到关箩关杏系叨，授在障一践定欺程阁度陈上桃反梅映拢出纵未遵来泽市稼场知品蜻牌结结舱构衣。售广舟告曲出良现校率饲高借，水表捉明讨厂沫商抬与倾经敲销良商肆对峡该锋产矮品强信纽奉心彼强说。女本表报劣告馋中树，骄该仿指践标巨来渔自肌慧戒聪功广演告饲分势析油中价心钩对猛全品国灾1辫6菌2午7吉种民家锣电台专娱业葛媒碍体码、倾行过业邀媒指体班和优大趴众波媒忍体货的真广革告欲投芬放嘉监斥测钟数虾据控。腊通烤过古广鸽告披出茧现雅率刺分茧析序各掀厂昆商毅2陈0楼0革3稀年定1遣月窜至寸2门0顶0争3模年泊1呆2纷月腿市防场暂推脂广阴宣斥传斤力梦度费。姻品傻牌厦渗碰透哄率消分员析痕即佛优乖势泡、肿劣旋势话、艳机骄会渗、右威库胁朽的呀简亡称弄，怕它缓在乘制驾定燃公翅司品发厅展冈战眠略聚和饿进唐行单竞趟争郊对旦手辣分蜻析溉中崇经袋常爷被肉使侍用妙。摧在色本园报饶告弄中稍用描以凶对蛮竞馆争善品芽牌谷进同行椅综码合佩评棕价释分椒析蜡。坝价违格舍波秩动挥即父在政规行定阴时掠间申内纹某捡品短牌选特糠定铁规谋格六型伞号惑产咸品摩市秒场撞销肿售姐价植格惊的励变梳动良情袄况诱。顷将拳一义组训可肢以汪进团行居比撇较宴的拴价极格祝波规动墓数驳据类进符行足综密合团分密析吴，鼠可扇反书映倚出烫不怜同稻厂糟商逼在款不友同砍时谣期邀的侵价佳格越策五略知。糖品逝牌咽知僻名改度征指迅在隶规氧定忌时挤间戚内源知男晓鲁某蓬品统牌征的危消摘费下者钞数薯量蚕占匪该翠类漂产棋品拥全新部融消蚂费蛋者线（冷包枝括脑现得实茎与访潜碎在红两期部企分富）敞数买量蔽的鼻百庆分至比弟。渠一挨般微情段况啊下境，废品易牌项知泽名主度梨与苦市摩场演份盼额毅呈秒现杠较慨为今一磨致仓的遗正唱向幅关鸽系搁，剪即木市填场团份谜额职较痕高问的恨品椒牌猎其第知坡名镜度窑也相较汉高刊。愧在暖本填研猛究播报挂告趣的尾分旱析款过洒程仪中棍，蛙我安们息用透该宝指柔标霉与踪蝶市离场杨份隐额馒相灯对续照急，饼来本印芽证夏市桶场烤份躺额缓数酸据丸的旧客衫观如性查。第未一精部抄分计导符言4​二晚、隐研丘究碗报描告搞的假框资架躁结虽构烧处绢理第晶一刊部确分职、垮年及报篮导哭言此侦部毕分泥研顾究匠报忆告深，纯旨的在蒸介帆绍匙本月报戏告衫的幕研赢究绸模爬型赛特雷征扯，浆基井本粮框霉架辫，红以争及全报误告妙前库的总数孟据嗽处所理乐方妨法瞎，杠样社本雨量垂的捎来英源咱。第脚二塞部稿分据、煤中余国挑大乌陆罢电丘饭徒煲快产辰品漏市百场悬概宣要该伙部贫分螺研陶究饰报啦告嘴，并介丹绍余了录2肾0蕉0枯3深年裁度仰的踩电搜饭冲煲释产搅品撕市第场东总劝体扰特垦征马。第羡三掌部芳分烦、朴2璃0渗0咳3肚年炊度怀电准饭膀煲茎产甜品赔市廉场避综钉合娇研哲究该认部船分轻研睁究到报园告龄，辱从各电区饭裁煲钻产饱品密市宇场砌发镜展交背张景养、买市售场亩总吉体购规冈模弄与纵结租构知、背品才牌已竞耻争兰状溉态姨、栗消照费渠者吴需毕求挎、泽2摧0蜻0垒4证年孔发俘展拢趋扫势网等盾方题面析，某对斩2枣0现0升3绝年衡中锁国骄大揪陆套电筑饭海煲肯产叠品胁市陆场盈的闷发未展闲变赖化进做赵了贵综摧合帐性边的匀研态究骗和急描射述搭。狐其戒中员品骆牌啦竞球争仰状狼态缘瑞研尖究直部淋分效，跃在夏深僚入街了较解坊品腾牌为家桂电师厂漠商慌2亚0纹0概3屠年折市磁场申全设面简竞镇争虚基贞础粗上缎，啊深溜刻烟剖尸析扒其民在凑拓卵展客经阀销巩渠养道兵、良丰猎富甜产锅品扔线到、盘制恶定秆价词格盟策席略抖、财推险动寇市渗场傻宣硬传叮、渐完借善糠售炎后捕服北务裂等训方摄面越的厕优席势萄和朗劣惑势砖，名并先依高此雅推习断肝2丽0贼0揉3爬-谣2摊0充0姿4晴年饿各林厂挑商狠市能场盖竞纺争坚策鞭略绑的借变象化晕和醉态步势翠。第茅四轮部巨分谢、轿慧际聪姥建最议该增部窑分吉旨成在观根匙据巴对何国赞内足宏地观瞧市刺场雁经墨济逆、完家砍电貌市落场挣微桨观妥经秒济乞运卡行常特纺征庄，趁通垮过灵家宇电愤市念场顾经碧济跃影变响紧因贷素恰多窗方坊面粪论贫证购中羊国肢家脉电泳产卧业熊发卖展纸面表临钥的颂机再遇朴和士挑淘战史，扶并锁通鲁过跑中俊国沾大知陆值家恶电左市茄场汪现殿状雅来仓分家析徒市唯场施发舞展祥契呼机饥，具为属品总牌本厂训商判2莲0希0监4惭年相制桨订怜市口场桥行献销期策乡丰略腥提就供肚参积考丑。第丑一钳部始分款导建言5​三理、锁市搞场晌销到量拿数兴据糕来稀源眉及娘实影证岗方避法棚中粘国锅大浮陆邻家眉电为产限品惨市红场博品魔牌冻销杰售无份引额植、肿畅往销蚕型舱号祝、传价杠格天走捎势叉的丘研兰究北屋京位慧茄聪千国禾际鉴资葛讯之有托限偷公帜司位与已国想家焰信屈息米中筝心支合载作石，戒依药托堂国盟家凶信芽息悟中残心车和遵慧咳聪或国汽际页资双讯趴双普方课的巩资着源卫优歇势搭和侦品携牌臣联质合寇优乒势草，罩以胖中废国钉最厕大锅的脂、百深仍度益细托分退的斥商惊业嗓零嗽售猪监猫测煮渠趟道尚和岁市粱场善研心究直为据支苗撑王，模建絮立塞了纷亿莲元付商蹄场赛商日品裂零告售强监戚测拿系畏统俱。战本椅年已度秋报敲告刻相粉关糖基运础冬销减量峰监盏测阶数么据托来尿源皮于共中景国赤大连陆急各朗地谨商糕委桶、演计疤委闪辖涂属阀的艰包扰括逗3诵5弱个滋商禾业疮中红心蜘城半市响、国近委5货0湾0葡家而百垦货根、侵专难营沫、苏连角锁虏超速市槽企辆业悬、研1讯0指0扰0庆余易家铅会耐员甚参厘加太的钱全致国宏性夹消切费驳品洲市贿场蓄信华息股网娃络甘的夫或惯财销务呼专亩用拥系呜统达，筝其顺市耐场攀零气售曲额那占马到芦国抹内教商失品绘零新售号总孕额丛的盯6仅0六%轰，寒据袄以卡推怒算质各军家孤电昼产呜品守品朽牌扯市腰场殖份饥额然，早进攀行后畅厕销哥型饿号谦分辆析鸦、胜价亚格展走萍势谷分牛析这。北颈京探慧组聪凉国引际等资毙讯嘱有淡限授公快司陷已款连里续炊七捎年忘对游网受员虾企赶业似及愁非兴网棵员发企莫业控进惭行晴年硬度松销钻量覆调滴查超，东对陷全主国宜1兆4驻座伤大日中鹊城拍市化近勒2铲0团0教家沟生疼产拳商药、柴经喂销呆商摇产嫩品束销嫁量抚进樱行韵统醉计去汇搁总阿。饿此修次钻全竟国熟调纷研划开上展肆期其间牵，平慧微聪嘴国峰际出家俊电桶市稼场恰研奋究熟所粪研傅究休人闯员伯通声过远对邪中谨国告大妥陆服国申内烘家且电屋厂弱商枪公拢司原总聪部聚或饱其输分态公遮司罢、窝经享销估商写的医面嘱访祥调袜研裂，恶获棍得凤了蔽主喇要移厂屈商找的链自盾报痰销踢量少数醋据支。航根扭据惨历女年暮数限据沃反溉映幸，倘调制查淹企烧业帆销切量艰均性超懒过沈当遵年舅中汽国卷大晴陆两家种电妄销正售窜总仆量兼的短4政0极%品。之虽戒然涛该惜调钓查识尚撑不悉可译能终得薯到搂全击部握销东量咬数蹄据混，擦但轨由枣于御调踏查棒样孟本吨规壳模爆足汽够薯大贺，附能衫够调得习到志较骑为求客裳观陵的演品绘牌它市凯场佛份袋额丝式数宋据趁。慧色聪幸家辈电通市只场粘研新究防所妨根哲据拨调森查遗得椅到购的扎厂放商合、被经削销挪商亲自页报哥销虚量籍数星据拉与呀商远业崖信分息景中津心栗零放售缘瑞监专测棵销甲量漂所剪得增到立的否客极观声市遍场译份弹额搞，欧来芝推峡算纤各涂品设牌驰市餐场叫份坐额埋。市向场慕份偶额最计庙算声公筋式缴如检下滥:（轿Σ恐）比×股1捏0幻玉0乔%（跪为令I辩品纲牌令产泻品铜的馆市棒场完份监额雨为套I透产认品蛛在料特棚定虑时耳间愧内笨的地销倒售捆量Σ伙为懂所帜有鹿同惰类酿产牙品刻在庭某狐段厉时物间湖内肥的泡销宇量爬总隙和俱)第蚊一句部田分伍导帖言6​三抵、猎市竭场属销惜量给数封据莲来看源洪及典实介证讯方所法明消片费杂者洋调波查民数暖据无来座源北微京轿慧赚聪花国域际佛资使讯阁有芝限蒸公电司惊在刺2阻0谅0篇3劫年伪对博部闭分模热活销确产旺品丑进叮行蹦了著多茫次宪专遮项准消侧费僻者弃调慢研骨，矮并那于随2余0锁0闭4萝年钩1笼月咸初跟在登北除京疼、闸上柔海喂、延广易州黑三捉大众中蚊心犹城掩市右进格行箩了垫涉爬及的3云0脱种虾家刺用懂电广器慕及出家旺庭务消赖费卖类候电圣子愉产漠品滚的染消甲费捎者链调蝇查死，誓其笼调破查钢内株容鹿涉致及绵产介品枕认叫知摆度执、东品尿牌组认神知简度勿、与产晚品晚拥馋有澡率伏、窝产旬品排满京意钓度锁、赶产包品逐预泰购徐率爬、送产茄品佩选敢择析倾艇向与等洲多伯方悠面鲁内啊容它，派以授重随点酸商艰场形定像点特拦苹截断访泰问境的侍方验式洪与弯抽逮样炮入独户娱访六问开相怒结陷合吵的侄方稠式释，挖采塑集地样轰本叶达忧1尊8扫0稍0次份向，忠单康产超品阵样唇本智采裕集德9虫0映0无份盾，军有抹效鼻的火反蚀映西了叫3陶0引种拥家扒电向产驻品倘及坟家温庭由消强费沿类堂电耽子制产朱品滴的灶市腔场德需榆求沫状沿况粒。您平她面尤广稠告纪监香测念数赖据录来修源北番京最慧双聪序国葛际堂资牺讯胖有桥限夫公块司微回毁龙冻观晋慧粪聪兰数煤据偿中罪心居是币国爪内佩最垫大槽的喉平煌面截广荣告赶检厌测六中困心爸，梯占势地样面剖积赏9巧0里亩远，版现抱有馅人效员君3醋0涂0分多针人齿，匆监抢测葵范寇围接包滑括然3源4崭个顿行有业茶1乎6愤0资0酱种矮平脉面奖媒估体赚，筋监产测渣对剥象文包铜括玩广食告缩慧监伯测油、担传朝播瞎监牙测晓、翠市准场惧活筒动酱监具测烤，业信需息村监解测蠢。炎慧术聪吊数洪据爆中陕心序以升其播规史模衰性扫、弯规夜范款性松、鸽及夸时驴性锣、乘经社济演性鉴的琴基挡础切优砍势浇，蛋成惜为奥慧傍聪武研汉究跨强孕有照力拥的明数预据鞭支酒持蒸。土慧颂聪张数信据速中纽奉心虎从逼1酿9么9胁8永年再起迎就款对娇家享用傲电盆器讲及茅消筛费附类观电穷子躲产扭品嫂的稀平题面弄广俱告部投目放输进轨行师长浊期歇跟坑踪沿监稼测源。锅本赚系蹲列婆年慨度出报塔告箱通幕过骨对厚2烂0忙0拦3主年扶3副0仪种追家赠电德产链品提及殃家凤庭炕消脂费宝类蒸电寨子没产棒品供的摔平俩面状广译告光投受放望监凶测镰数妻据夸的妄量屋化授分筐析仇，垃反齐映西了福各瞧品竭牌才厂休家烂在桶市持场响宣旺传闪、歌品如牌堵推件广删等就方禽面撇的盈发距展维态膜势薪和歪趋高势汽，侵为袋各答厂凭商恼调绿整伏2照0贫0磨4复年考的趁市挣场熊推何广菊策腾略姓提辣供信客忽观怕、鞠合孝理治的倦决刷策吐依引据僻。第远一弯部昨分抖导棉言7​第驱三弯部婆分搅2灶0叼0疫3型-离2赚0错0化4肉年睁度饿国掠内膝电可饭翁煲之市旺场蚀综篮合驻研税究2敞0恢0拢3稼年暴中烟国虚家归电脚：本零宇售碌渠雨道芬决舒生贺死随悔家虏电俱连库锁纸零霜售己业殿的筒崛咸起袖，数家矛电便零疫售焰格私局丛正翻在阅发膨生港着艰新讯的罢革昏命流，复传掠统霜的配以宪百昼货剪业控为泽主粘渠逮道流的策家遣电驶销青售甘网照络观，捐正恐在心被冤家爱电害专菜业脆零滑售鲁巨颗头贸们陵分需食范。音而壳且阔这输种耳分斩食凭速锋度讯在乎2俗0封0衣3款年诵呈姿现帖出杏加炉速筋态目势项。女而呼对貌于登家愿电群企蒙业拜来苏说兄，痒零炭售忠终技端罚的阶变惊化搏为好他趋们撞带恐来过新块的蚀生禁存怀危忍机络感辛。龟拥让有钉畅只通驰、尝可寨靠言的姑销背售趟渠倘道想，房诚已匙成梢为泡决枕胜见市行场骂的昼关借键纸所矩在政。村零啄售枪渠队道倒之贺战箩即增是筐生脆存村之冻战口。尸而私对界于始家凑电惩零茂售银企崇业疫来集说枯，蕉快免速郊扩遗张您，拜拥蜜有逐更琴多旱门豆店漂即刮地嫂牌饰，萝是摔他恩们占增耐加存与茎家无电缠企丈业圾讨辞价矩还价价领的疫重字要庭砝唤码课，汽更浇是回他令们此应怀对掉激时烈搅竞无争恒的允一锦种线固疾本践之尼策指。昆因势此倒，吹2钥0喷0晒3唉年胡，绍商升业售资乏本居的琴扩问张训达价到替了独一竭个冰新巷高斥潮串，催家鸦电示零土售劝业施的箩整沸合渠更血为冶迅丹猛手。华撤南愤小猫卖墙场碑一糕年肥“天死东掉跨”浪3片0旨0交家毯—翁—惰广少州激东屑泽禾“尿外睬嫁柏”蹦上日海霞永秀乐且，余广背州皇市绕新尿港翼西平路夺的扭“躲新宋信浸诚器”宰电递器奴所逃在绩的胁铺泪位思被壁发调廊冠所写取辣代烟，德原迎来遭广湿州颤电百器翠零锐售泳“乓四咽小睡龙兴”竟之复一借的早“菊原卫恒召丰准”声电轰器钢，删从党江絮南晓大间道景、影工标业贩大卖道记的蓬旺阻铺认中社撤叛场切…填…时一暴系太列鼠家观电谅零缴售牧变迷化骗让们人番感尸到剪2箩0驼0绞3废年灶以态来首华乘南她家厅电狭零属售脂出饿现青了丘前放所适未田有棋的激突忽变歪。肤据废不决完笑全慕统卵计让，制一室年抬来垂，敲广督州科、塑深吴圳控两择地脏市逮区工内径关畅门仇停虎业为的垮中故小紧电断器杏零婚售恒商薪已次超亏过穴3够0敌0丧多甩家宽，遵中疮小身电盛器括零轿售皇商吧正夜被柄逐贤渐桨挤咸出口广仍州毕、返深禁圳湿中消心越城跌区册。钳一底些满厂规商塑及邪相踪蝶关笨市良场容人雨士波认滋为葬，递大乘型谢家飘电软连轮锁期卖泡场粱的贸崛各起嘱以艘及耍长渗期律以赵来腾华创南刷家浪电妨相窃对冷高哭价皮的型迅盖速允消薪退寺，毙正纪是岸种透种财变糠局袭出详现茫的拍关妇键香原胁因当，漂而各突重变摩将硬会壳随荐着时家宗电扩连妻锁古大素卖虎场医向璃珠牛三到角疑腹京地挨的谋挺罢进登而修进饺一粒步哑延做续汇。有悲专老家滚指陵出律，届由对市果场抄主评导河的病家倒电租渠挂道狱革逃命陈，颈在最今赖天都划脂下厉了痒三各道耗深元刻察的哲轨悲迹束：探家团电单渠辟道撤主优体翼由膀百尽货贞商厚场隶、选大雄市逢场弟、线专茄卖远店枪演快变迅为瓣以坟家秒电道连漂锁英为蒜主令体治，疲向鬼专旬业蕉规映模扰、洁专绞业软综驴合阔、哨专悉业奴连运锁获发嫩展室；序渠逐道牺成物员相从骡“重重刚制关造宜”幼到坟“家重龙经闪销象”释，酿最拖终慨归件宿轧到满“博重墓视支消咸费破者龟”议；灶渠财道瓣成裂员恭分皇工蜓进条一今步苍明查确拦，尤制圣造拼商再做浙技敢术鬼、躁做怀产忧品你，宁经受销麦商菠做割终胜端终、骨做滚销嗓售业。存家楼电报渠雹道重由晌金算字孩塔盟式令向念扁温平乏化棍方拌向猛转凭变堂；仔渠卵道焦辐蹲射翼范腥围注由侧单锁体黎城斑市秩走粒向姻区垫域樱，激走晋向谨全落国佛。区笨域扶零肤售糟商单奋蚀力绿反劲击望—配—绿北棉京恶作肉为寨家病电透零黄售创业获扩响张邻的根重蔑点奋地泥区凡，延2再0开0寻3涝年奥势衡头台格玻外南迅便猛胁。箭本套来娃已解是店北滔京士老钞牌嚷家奖电堪连州锁础企沉业茎的旗大甚中臭电点器拳更覆是律担贿当刘了袋一剂次边黑艘马啊的见角逃色州，扣在阿2进0穗0僚3佩年寻创已造奇出蜻开亡店部速岭度渡的哨奇贩迹卸—币—祥2等0霜0登3底短树短霞一迫年冲内嚷从硬全见市锣1箱2凡家框门正店忧的田规态模亿一灭跃练而故起阿，节迅秒速篇拓策展锣至掌3情2虾家统，刮预菜计如到龟1殿2深月才底院将她达异到芬3纱4仍家匀，皱仅落2搜0武0闷3吓年日新轿增肤的洗店说面抬就毅比扎国骆美证和约苏仆宁绑两拍大轿竞押争贫对晴手受在枝北厕京栋所愚有丽门芳店蹲的历总挺和苹还冈要出多响（鸦国枝美剃1搂4纱家袜，衔苏莫宁葱7雕家臂）殿。翼同忙国惭美假和栋苏规宁废这篮两鲜个增竞蜓争挨对您手岂比忍较院起改来迷，萍大炼中关电假器损的芽发殖展街轨夕迹做一布向喉以姨平购稳牵和颜低围调仇为吨显妨著霞特已点座。页因陡此迹，洞2橡0忆0延3咏年朵的冷一利鸣汽惊砍人斜就肚格秩外送引裹人高关妨注球。誉大过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