摘 要
近年来,随着中国水污染、空气污染程度的不断加重,中国家用滤水器以及空气净
化器市场得到了迅速的发展,目前中国已经成为全球最大的滤水器生产和消费国。同时,
这类产品的市场竞争也日趋激烈。大连威斯特公司是德国碧然德滤水壶产品的大连地区
代理商。随着上海自由贸易区的建立,德国总公司准备在上海建立独资子公司,并将碧
然德滤水器产品在中国市场的高端定位调整为低端定位。大连威斯特公司面临着渠道变
革

在案例正文中,介绍了该公司在商业批发、零售领域的发展过程,以及德国碧然德
滤水器产品的历史和进入中国后遇到的问题。详细描述了威斯特公司面临的产品渠道变
革的两难选择

在案例分析中,探讨了威斯特公司能在大连地区市场取得成功的原因,阐述了威斯
特公司遇到的主要问题,包括中国市场碧然德滤水器产品定位的改变,以及是否要放弃
原有的高端渠道等。详细分析了该公司渠道变革的内外部影响因素,尤其是公司内部的
资源和能力。在分析了保留高端渠道的必要性之后,对公司产品线的扩展以及目标市场
的重新定位作了一点探讨

本文提出了解决方案,在解决方案中,阐述了产品相关多样化的意义和具体内容,
提出了提升顾客体验和整合企业相关资源的方法,提出了低端渠道的开发思路。通过本
论文的研究,为威斯特公司的进一步发展提供了解决思路,对公司的未来发展具有重要
的意义

关键词:威斯特公司;滤水器;空气净化器;渠道变革;案例研究
Abstract
In recent years, degree of China water and air pollution's increasing. China civil water and
air purifier market has been developing rapidly. At present, China has become the largest
water purifier production and consumption country of the world. Meanwhile, competition in
the market for such products are becoming increasingly fierce.
Dalian Vista company is the agent of Dalian area for Brita water filtering product With
tiie establishment of Shanghai Free Trade Zone, the German Brita company is ready to
establish wholly-owned subsidiary in Shanghai. Brita company will turn the high-end
positioning in the Chinese market into low-end positioning. Dalian west company is facing
the channel change.
The case introduces the development process of the company in the wholesale and retail
business, and the history of Brita water filtering product and the problems encountered in
China. The case describes the difficult choice for product channel changing too.
The case analyses the reasons for the success in Dalian area market, expounds the main
problems the company encounters, including China market product positioning changing, and
whether to give up die original high-end channels etc.. At the same time, the article analyses
the internal and external factors for the channel change, especially the internal resources and
capabilities.
In the solution, the diversification of products related to the significance and the concrete
content, put forward to enhance the customer experience and integrate related resources,put
forward the ways to develop low-end channel,too.
In view of the above problems, this paper puts forward the solution The thesis research
provides the solution idea for the further development of the company and has the vital
significance to the development of flie company.
Key Words: Dalian Vista company; water purifier; Air purifier; channel reform; case
Research