世界卫浴市场格局与现状解析.ppt

Current Reality 目前现状 No regular market research on various channels 没有针对不同渠道的市场调研（比如美国或者欧洲） Very few structure and component study on faucets in different pricing segment 在水龙头的不同报价区间，很少有各区间的结构研究和个别零件分析 No system and data base to support efficient response on pricing 目前没有系统和数据库对报价提供整组龙头迅速有效的反应 Objectives目的 Establishing information funnel to organize data by market, channel and product segment 建立信息漏斗来筛选关于不同市场、渠道和档次的产品信息。 Building faucet data base with cost indications from either in-house or outsourced 建立整组水龙头报价数据库，其中包括自制或外购的成本参考数据。 Creating feedback loop to update data base periodically 创建回馈循环，定期更新数据库。 Reverse Pricing龙头报价新观念－逆向思维作法 Understand market price to drive our quotation 透过了解终端市场价格来让我们的报价更有效 Understand what quality and availability from in-house and outsourcing to meet up our quotation 了解公司自制和外购的品质和可行性来吻合我们的报价 Continuous cost review during and after production is required to identify variance in securing profit margin 需要持续回顾报价和自制或外购的成本之间的差异，从而保证利润率。 Information Flow信息流 Collection phase: understand trend and buy samples from different markets , channels and price ranges 搜集阶段：在不同的市场，渠道，功能需要和价格段上理解趋势和在不同的市场价格段上购买样品，取得目录，或是从其他传媒上搜集相关资料。 Selection phase: prioritize in terms of style, aesthetics, finishes and functionality against our internal capability 筛选阶段：根据风格、外观、表面处理和技术功能与我们的内部能力做比较来决定这些信息的优先次序。 Base phase: study each component for engineering and costing analysis建构资料库阶段：按筛选阶段产生的优先次序拆解研究每个龙头，进行工程和成本分析。 Information Funnel信息漏斗 Separated into market, channel, category and price points 按市场、渠道、使用功能、档次来区分 By Customer Service客户服务部负责 Market市场 Channel渠道 Price Points 档次 Brand品牌 Style风格 Aesthetics 外观 Function功能 Finish表面处理 Next Step Action下一步行动 Assign project team to kick off the system design an