洗衣机行业分地区基本市场状况模板.xls

耐用消费品类：洗衣机一一 洗洗衣衣机机行行业业分分地地区区基基本本市市场场状状况况1.1 洗衣机行业分地区总体市场与需求状况指指标标解解释释：A 品品类类保保有有率率()：某某城城市市拥拥有有洗洗衣衣机机的的家家庭庭数数占占本本城城市市家家庭庭总总数数的的百百分分比比 B 品品类类购购买买率率()：某某城城市市本本年年度度购购买买洗洗衣衣机机的的家家庭庭数数占占本本城城市市家家庭庭总总数数的的百百分分比比 C 品品类类预预购购率率():某某城城市市在在未未来来一一年年内内预预购购洗洗衣衣机机的的家家庭庭数数占占本本城城市市家家庭庭总总数数的的百百分分比比 D 品品类类城城市市发发展展指指数数:(某某城城市市家家庭庭洗洗衣衣机机预预购购率率全全国国家家庭庭洗洗衣衣机机的的预预购购率率)100 品品类类城城市市发发展展指指数数以以全全国国平平均均水水平平为为100，高高于于100表表明明该该城城市市洗洗衣衣机机发发展展潜潜力力高高于于全全国国平平均均水水平平，低低于于100则则发发展展潜潜力力低低于于全全国国平平均均水水平平 E 购购买买力力指指数数：(某某城城市市家家庭庭总总数数占占全全国国家家庭庭总总数数的的比比例例)(某某城城市市家家庭庭月月收收入入总总和和占占全全国国家家庭庭月月收收入入总总和和的的比比例例)(某某城城市市拥拥有有洗洗衣衣机机的的家家庭庭总总数数占占全全国国拥拥有有洗洗衣衣机机的的家家庭庭总总数数的的比比例例)（其其中中 +1 1）区区域域全全国国北北京京上上海海广广州州成成都都天天津津沈沈阳阳济济南南南南京京武武汉汉福福州州西西安安昆昆明明重重庆庆厦厦门门深深圳圳样样本本量量70,6845,0005,0154,0004,1612,0192,0572,0032,0142,0282,0002,0042,0182,0012,0162,035品品类类保保有有率率()83.184.584.489.875.187.979.476.690.882.382.885.776.086.576.377.8品品类类购购买买率率()7.64.98.57.08.38.35.010.010.77.910.97.110.57.88.811.7品品类类预预购购率率()8.24.98.14.97.68.47.211.39.511.911.212.211.69.810.38.0品品类类城城市市发发展展指指数数100.059.398.759.792.3102.887.3137.3115.4144.6136.2148.7141.2119.8125.896.8购购买买力力指指数数100.011.715.55.33.26.85.52.63.45.21.53.12.14.20.91.4区区域域杭杭州州郑郑州州青青岛岛大大连连哈哈尔尔滨滨长长春春南南昌昌宁宁波波合合肥肥南南宁宁长长沙沙太太原原苏苏州州佛佛山山海海口口样样本本量量2,0212,0022,0142,0212,0642,0132,0022,0102,0602,0042,0082,0012,0822,0112,000品品类类保保有有率率()81.485.578.267.483.387.083.876.587.070.483.990.589.394.058.0品品类类购购买买率率()8.67.46.43.45.55.410.310.57.48.59.77.316.79.95.3品品类类预预购购率率()9.08.87.68.46.13.511.610.910.310.88.75.512.65.25.3品品类类城城市市发发展展指指数数110.0107.693.0102.373.742.5141.0133.2124.8131.5105.866.6152.963.664.2购购买买力力指指数数2.32.22.32.83.92.91.41.11.31.01.82.11.90.50.3注：本书中的“全国”均指“三十城市总体”耐用消费品类：洗衣机一一 洗洗衣衣机机行行业业分分地地区区基基本本市市场场状状况况1.2不同类型洗衣机分地区基本市场与需求状况指指标标解解释释：A A 品品类类保保有有率率()：某某城城市市拥拥有有某某类类洗洗衣衣机机的的家家庭庭数数占占本本城城市市家家庭庭总总数数的的百百分分比比 B B 品品类类购购买买率率()：某某城城市市本本年年度度购购买买某某类类洗洗衣衣机机的的家家庭庭数数占占本本城城市市家家庭庭总总数数的的百百分分比比 C C 品品类类预预购购率率():):某某城城市市在在未未来来一一年年内内预预购购某某类类洗洗衣衣机机的的家家庭庭数数占占本本城城市市家家庭庭总总数数的的百百分分比比 D D 品品类类城城市市发发展展指指数数:(某某城城市市家家庭庭某某类类洗洗衣衣机机预预购购率率全全国国家家庭庭该该类类洗洗衣衣机机的的预预购购率率)100100 品品类类城城市市发发展展指指数数以以全全国国平平均均水水平平为为100100，高高于于100100表表明明该该城城市市该该类类洗洗衣衣机机发发展展潜潜力力高高于于全全国国平平均均水水平平，低低于于100100则则低低于于全全国国平平均均水水平平 E E 购购买买力力指指数数：(某某城城市市家家庭庭总总数数占占全全国国家家庭庭总总数数的的比比例例)(某某城城市市家家庭庭月月收收入入总总和和占占全全国国家家庭庭月月收收入入总总和和的的比比例例)(某某城城市市拥拥有有某某类类洗洗衣衣机机的的家家庭庭总总数数占占全全国国拥拥有有 该该类类洗洗衣衣机机家家庭庭总总数数的的比比例例)（其其中中 +1 1）滚滚筒筒全全自自动动洗洗衣衣机机区区域域全全国国北北京京上上海海广广州州成成都都天天津津沈沈阳阳济济南南南南京京武武汉汉福福州州西西安安昆昆明明重重庆庆厦厦门门深深圳圳样样本本量量70,6845,0005,0154,0004,1612,0192,0572,0032,0142,0282,0002,0042,0182,0012,0162,035品品类类保保有有率率()19.014.028.417.610.018.212.923.622.516.924.810.521.413.527.837.8品品类类购购买买率率()3.11.74.62.62.13.11.54.24.12.35.81.84.13.44.77.1品品类类预预购购率率()4.72.15.42.03.84.43.86.55.57.26.36.36.55.46.04.9品品类类城城市市发发展展指指数数100.044.8114.842.280.393.181.4137.7115.8152.6132.3133.6137.7114.8127.7104.7购购买买力力指指数数100.010.218.85.02.56.54.73.03.64.91.82.42.33.41.12.1区区域域杭杭州州郑郑州州青青岛岛大大连连哈哈尔尔滨滨长长春春南南昌昌宁宁波波合合肥肥南南宁宁长长沙沙太太原原苏苏州州佛佛山山海海口口样样本本量量2,0212,0022,0142,0212,0642,0132,0022,0102,0602,0042,0082,0012,0822,0112,000品品类类保保有有率率()32.819.112.915.716.111.524.440.013.222.114.26.629.144.826.8品品类类购购买买率率()4.52.82.72.02.01.95.27.22.23.72.71.67.36.23.4品品类类预预购购率率()5.85.34.36.23.41.97.88.74.96.04.82.78.13.93.0品品类类城城市市发发展展指指数数122.6111.691.9130.371.441.1165.0184.0103.5127.8102.056.8170.681.863.4购购买买力力指指数数3.12.12.02.93.62.31.61.81.11.21.51.32.20.80.5波波轮轮全全自自动动洗洗衣衣机机区区域域全全国国北北京京上上海海广广州州成成都都天天津津沈沈阳阳济济南南南南京京武武汉汉福福州州西西安安昆昆明明重重庆庆厦厦门门深深圳圳样样本本量量70,6845,0005,0154,0004,1612,0192,0572,0032,0142,0282,0002,0042,0182,0012,0162,035品品类类保保有有率率()24.427.623.552.326.016.716.623.833.229.628.114.028.612.826.228.6品品类类购购买买率率()3.01.82.73.73.22.62.04.24.64.53.72.75.02.63.33.5品品类类预预购购率率()2.42.21.72.32.82.51.63.72.83.63.44.33.23.12.51.7品品类类城城市市发发展展指指数数100.090.169.794.7117.6101.965.8155.1114.9150.4142.3178.7132.4128.8103.471.9购购买买力力指指数数100.012.415.17.73.55.64.72.63.95.81.62.42.33.00.91.6区区域域杭杭州州郑郑州州青青岛岛大大连连哈哈尔尔滨滨长长春春南南昌昌宁宁波波合合肥肥南南宁宁长长沙沙太太原原苏苏州州佛佛山山海海口口样样本本量量2,0212,0022,0142,0212,0642,0132,0022,0102,0602,0042,0082,0012,0822,0112,000品品类类保保有有率率()28.518.419.817.927.316.924.722.324.531.332.311.927.333.916.1品品类类购购买买率率()3.22.12.21.01.81.84.23.13.84.45.82.57.23.01.2品品类类预预购购率率()2.31.52.41.71.91.22.92.13.63.33.21.53.90.91.2品品类类城城市市发发展展指指数数96.563.397.671.778.648.1118.185.5147.8136.6132.261.7160.539.350.2购购买买力力指指数数2.51.92.12.74.12.41.41.11.31.32.11.51.90.60.3波波轮轮半半自自动动洗洗衣衣机机区区域域全全国国北北京京上上海海广广州州成成都都天天津津沈沈阳阳济济南南南南京京武武汉汉福福州州西西安安昆昆明明重重庆庆厦厦门门深深圳圳样样本本量量70,6845,0005,0154,0004,1612,0192,0572,0032,0142,0282,0002,0042,0182,0012,0162,035品品类类保保有有率率()34.740.627.519.035.548.740.224.729.722.626.657.320.257.617.38.8品品类类购购买买率率()1.31.30.80.72.72.31.21.31.70.61.42.51.11.80.60.9品品类类预预购购率率()0.50.30.40.30.71.40.30.60.70.40.41.10.71.20.40.2品品类类城城市市发发展展指指数数100.049.371.146.7132.8254.556.5117.0137.370.080.3211.3130.4226.365.930.6购购买买力力指指数数100.012.613.94.13.48.06.12.33.14.31.44.21.75.50.70.9区区域域杭杭州州郑郑州州青青岛岛大大连连哈哈尔尔滨滨长长春春南南昌昌宁宁波波合合肥肥南南宁宁长长沙沙太太原原苏苏州州佛佛山山海海口口样样本本量量2,0212,0022,0142,0212,0642,0132,0022,0102,0602,0042,0082,0012,0822,0112,000品品类类保保有有率率()16.434.443.028.335.155.827.412.147.610.934.665.628.114.512.6品品类类购购买买率率()0.61.91.30.31.21.70.70.11.30.21.33.11.70.70.5品品类类预预购购率率()0.41.30.50.10.50.20.21.60.10.10.70.30.20.5品品类类城城市市发发展展指指数数71.5230.892.825.787.736.235.5288.124.226.2126.747.637.083.2购购买买力力指指数数1.72.12.72.93.93.71.20.81.50.71.83.01.60.40.32002CMMS中国品牌发展报告耐用消费品类：洗衣机三三 洗洗衣衣机机行行业业分分人人口口组组别别基基本本市市场场需需求求指指标标解解释释：A A 人人口口构构成成(%)(%)：家家庭庭拥拥有有（购购买买或或预预购购或或拥拥有有某某种种类类别别）洗洗衣衣机机的的家家庭庭耐耐用用品品购购买买决决策策者者按按人人口口统统计计特特征征（如如年年龄龄）划划分分，在在各各分分组组内内的的百百分分比比分分布布 B B 分分组组保保有有、购购买买、预预购购率率(%)(%)：（具具有有某某人人口口统统计计特特征征的的拥拥有有（购购买买或或预预购购或或拥拥有有某某种种类类别别）洗洗衣衣机机的的全全国国家家庭庭耐耐用用品品购购买买决决策策者者具具有有相相同同人人口口统统计计特特征征的的全全国国家家庭庭耐耐用用品品购购买买决决策策者者）100100人人口口统统计计特特征征全全国国拥拥有有洗洗衣衣机机本本年年度度购购买买洗洗衣衣机机 未未来来一一年年预预购购洗洗衣衣机机拥拥有有滚滚筒筒全全自自动动洗洗衣衣机机拥拥有有波波轮轮全全自自动动洗洗衣衣机机拥拥有有波波轮轮半半自自动动洗洗衣衣机机预预购购滚滚筒筒全全自自动动洗洗衣衣机机预预购购波波轮轮全全自自动动洗洗衣衣机机预预购购波波轮轮半半自自动动洗洗衣衣机机1人口构成1人口构成2保有率1人口构成2购买率1人口构成2预购率1人口构成2保有率1人口构成2保有率1人口构成2保有率1人口构成2预购率1人口构成2预购率1人口构成2预购率性性别别 男性59.658.577.159.47.661.28.660.918.559.623.056.931.362.15.059.12.560.10.6 女性40.441.580.840.67.638.88.139.117.640.423.143.134.937.94.540.92.639.90.6年年龄龄 15-24 岁12.79.457.915.69.315.610.310.314.79.417.19.023.216.86.316.03.26.80.3 25-34 岁32.230.273.741.39.839.610.336.120.434.824.924.625.140.56.041.03.231.70.6 35-44 岁24.827.085.420.56.323.68.025.618.725.824.028.537.623.24.520.72.131.10.7 45-54 岁17.419.688.613.55.914.46.916.717.417.523.221.941.213.63.714.32.122.10.7 55-64 岁12.913.884.49.05.36.94.511.315.912.422.216.040.55.92.28.11.68.40.4婚婚姻姻状状况况 单身24.417.757.021.56.733.411.519.914.817.316.416.822.534.86.834.63.620.80.5 已婚69.776.686.475.18.262.67.575.519.777.825.876.335.962.44.360.62.270.00.6 其他5.95.775.33.44.44.05.64.614.04.918.96.938.22.82.34.82.09.20.9家家庭庭有有无无子子女女 有子女30.033.988.927.16.928.17.933.120.035.127.033.837.026.34.229.92.532.30.6 无子女70.066.174.272.97.971.98.666.917.364.921.466.230.973.75.070.12.567.70.5个个人人月月收收入入 无收入7.16.976.66.97.46.77.96.416.35.718.57.835.97.24.85.82.06.20.5 500元以下12.412.277.67.64.711.07.46.59.48.816.417.345.610.74.110.52.117.00.8 500-999元36.636.979.331.76.634.47.930.715.233.521.142.237.832.54.333.82.352.10.8 1000-1499元20.721.381.022.68.322.79.223.820.924.927.817.928.321.14.928.13.413.70.4 1500-1999元6.86.878.19.210.27.99.79.124.18.628.94.722.29.26.46.62.44.50.4 2000元以上8.78.476.613.211.611.010.712.926.910.928.94.818.112.66.99.32.73.30.2 拒绝回答7.77.374.78.78.66.36.910.725.17.722.95.422.96.84.25.91.93.20.2家家庭庭月月收收入入 1000元以下23.820.166.513.34.220.37.213.710.413.913.527.237.517.83.620.32.239.30.9 1000-1999元34.935.780.433.67.337.69.029.915.533.922.439.537.036.04.941.53.037.50.6 2000-2999元18.320.487.521.48.918.28.322.922.623.529.617.531.119.35.017.42.414.00.4 3000-3999元7.17.886.411.111.98.610.211.529.29.932.24.822.110.06.86.72.40.70.1 4000元以上5.46.087.09.313.16.39.88.930.07.933.93.320.37.16.35.32.54.90.5 拒绝回答10.59.974.711.38.28.97.213.222.810.823.97.724.09.74.48.72.13.60.2职职业业 机关/科研/教育/卫生/体育/福利17.918.882.320.58.716.57.721.421.721.327.415.929.017.54.714.92.114.40.5 社会/个人服务/供水/电/燃气6.66.780.06.06.97.69.66.618.07.124.86.632.76.95.06.92.610.20.9 IT/金融/保险/房地产5.75.575.78.010.76.79.97.624.26.325.34.023.06.65.59.04.01.90.2 商业14.313.775.214.87.916.19.515.319.413.622.013.330.517.55.914.42.513.60.5 出租/邮电/交通运输6.67.184.96.37.27.08.86.417.77.124.77.637.66.95.06.92.65.50.5 制造业(轻/重工业)21.422.683.118.46.520.88.117.715.020.121.726.740.919.94.421.62.530.00.8 建筑业/其他行业12.412.377.913.38.112.38.313.219.312.523.111.229.512.44.812.12.511.20.52002CMMS中国品牌发展报告生活态度五五 洗洗衣衣机机消消费费者者的的生生活活态态度度(1)(1)指指标标解解释释：生生活活态态度度比比例例：拥拥有有、购购买买、预预购购洗洗衣衣机机的的家家庭庭耐耐用用品品购购买买决决策策者者同同意意某某生生活活态态度度的的百百分分比比家家庭庭耐耐用用品品购购买买决决策策者者全全国国拥拥有有洗洗衣衣机机购购买买洗洗衣衣机机预预购购洗洗衣衣机机拥拥有有滚滚筒筒全全自自动动拥拥有有波波轮轮全全自自动动拥拥有有波波轮轮半半自自动动预预购购滚滚筒筒全全自自动动预预购购波波轮轮全全自自动动预预购购波波轮轮半半自自动动生生 活活 态态 度度 (共共7070种种)比 例比 例比 例比 例比 例比 例比 例比 例比 例比 例品品 牌牌 观观我喜欢的品牌，我会一直使用它76.477.079.479.579.277.475.681.477.079.2使用名牌可以提高一个人的身份48.348.649.447.249.949.847.449.047.336.5我喜欢尝试新的品牌47.447.554.953.450.848.645.056.450.744.0即使价钱贵一点，我还是喜欢购买国外的品牌25.826.428.426.130.728.223.528.225.516.0我更愿意购买国产品牌49.149.246.750.243.746.753.249.649.455.8购物时，我不太注重品牌39.939.635.538.136.136.842.535.739.947.3合资企业产品不及原装进口的好45.446.046.548.346.845.146.147.648.152.7我愿意多花钱购买高质量的物品55.856.864.663.761.058.953.867.259.756.0即使昂贵的香水或化妆品我也会购买15.615.717.616.718.817.213.219.114.57.5我喜欢购买具有独特风格的产品49.049.356.658.053.051.346.459.756.454.8广广 告告 观观广告是生活中必不可少的东西53.954.159.059.655.855.452.461.059.453.7购买商品时，还是以有广告的品牌比较可靠41.241.143.243.942.141.640.045.742.737.4名人推荐的品牌通常不会错19.118.919.417.218.818.919.518.914.513.9广告格调低的产品，我不会去购买35.636.037.937.835.436.336.337.738.836.5我常常对商场正在促销的产品有购买欲31.631.530.732.931.531.830.933.432.328.7我很注意街上的广告29.129.032.334.229.629.828.034.434.130.4我经常阅读报纸及杂志上的广告32.732.736.438.933.034.231.640.737.932.7电视上的广告及节目我都喜欢26.125.927.827.625.926.525.529.624.819.2当电视播放广告时，我通常会转换频道50.751.150.956.250.549.752.155.057.168.3电影广告通常比电视广告好17.818.020.020.919.018.316.921.220.919.7我不会改换我读的报纸56.457.155.255.857.855.358.055.254.859.6与电视相比，我更愿意从报纸上获取信息41.141.641.543.842.741.941.044.340.251.8杂志帮助我跟上最新潮流34.835.039.944.138.635.732.747.042.732.2我没有时间读杂志26.126.023.822.125.024.327.120.624.021.4广播对我来说就像朋友一样28.528.427.732.626.827.629.233.431.829.1购购物物投投资资观观会花钱比多挣钱更重要33.033.133.032.132.432.934.031.132.734.8购物前，我通常会比较几家商店同类商品的价格59.560.060.662.655.758.762.564.059.665.8我通常选择购买最便宜的产品36.736.231.831.330.033.740.829.033.941.2我有足够的钱享受生活17.317.619.416.820.418.715.417.815.414.1对我来说，股票和股份的风险太大52.752.648.551.248.450.555.749.551.158.6饮饮食食生生活活观观我偏爱对健康美容有益的食物55.656.361.058.257.357.555.459.555.658.7我对饮食非常讲究43.143.747.044.945.944.442.446.540.643.1我认为自己的饮食是有益健康的62.162.863.663.462.661.863.663.659.473.2发胖使我发愁30.731.234.235.632.631.630.134.436.543.7男性亦应做家务事71.271.672.272.871.271.471.873.073.569.52002CMMS中国品牌发展报告生活态度五五 洗洗衣衣机机消消费费者者的的生生活活态态度度(2)(2)指指标标解解释释：生生活活态态度度比比例例：拥拥有有、购购买买、预预购购洗洗衣衣机机的的家家庭庭耐耐用用品品购购买买决决策策者者同同意意某某生生活活态态度度的的百百分分比比家家庭庭耐耐用用品品购购买买决决策策者者全全国国拥拥有有洗洗衣衣机机购购买买洗洗衣衣机机预预购购洗洗衣衣机机拥拥有有滚滚筒筒全全自自动动拥拥有有波波轮轮全全自自动动拥拥有有波波轮轮半半自自动动预预购购滚滚筒筒全全自自动动预预购购波波轮轮全全自自动动预预购购波波轮轮半半自自动动生生 活活 态态 度度 (共共7070种种)比 例比 例比 例比 例比 例比 例比 例比 例比 例比 例饮饮 食食 生生 活活 观观女人生活中的主要任务是给家人一个快乐的家70.471.166.369.170.569.672.268.969.471.8有无孩子对我并不重要17.116.719.318.318.016.915.718.420.912.3对我来说，家庭比事业更重要51.352.049.950.949.950.754.049.652.453.5我喜欢花时间与家人呆在一起66.967.866.767.067.066.968.766.866.272.5我更喜欢一个人做事60.360.458.459.658.059.362.957.562.263.9我喜欢花时间与朋友聊天52.652.651.654.251.251.354.255.451.057.4社交活动中，我是比较活跃的分子43.343.546.744.145.743.942.546.242.033.6我对邻居街坊的事情相当热心48.549.248.949.047.548.050.649.547.747.6锻炼健美能够使我保持、拥有好的体形56.757.361.962.059.159.555.764.159.459.2孩子常常会影响我的购物决策43.344.940.839.944.244.045.640.138.449.3我经常会很冲动的做些事情25.525.030.030.026.925.523.632.227.819.8我经常去西式快餐店18.519.023.320.223.121.415.424.217.110.0个个 性性 时时 尚尚 观观遇到新鲜和不同的事物时，我会感到兴奋51.351.257.357.851.953.549.460.156.549.8我喜欢追求流行、时髦与新奇的东西27.627.432.628.930.129.525.229.728.823.5流行与实用之间我比较喜欢流行22.622.326.323.425.423.220.323.523.818.5如果东西坏了，我会更换而不是修理22.722.625.524.824.623.621.025.523.323.9我往往是最早购买最新技术产品的人21.822.327.523.525.323.919.924.022.316.2吸引异性的注目是我很喜欢的感觉25.324.430.427.427.326.921.527.529.715.1我向往发达国家的生活方式43.543.447.447.545.044.942.048.747.740.6享受现在，别担心未来31.331.636.432.932.332.830.733.631.035.1我非常重视商店的气氛、布置及格调50.851.458.557.955.952.748.660.554.249.7我希望自己成为独特风格的人55.656.061.562.059.556.254.562.560.762.1我在乎别人对我的看法52.652.355.254.353.051.453.152.956.551.6我做事一向都有计划67.267.866.968.368.466.868.668.564.476.2我做事一向果断，不会犹豫不决60.460.961.160.461.060.561.560.957.064.7工工作作成成就就观观为了赚更多的钱我可以牺牲休闲时间55.855.055.459.852.253.158.160.059.666.6生活中，休闲与工作应当划分得相当清楚48.549.151.953.048.849.449.255.049.949.4我对我的成就寄以很大的期望55.655.158.661.859.254.953.764.059.750.8对我来说，家人认为我做的成功是很重要的65.365.467.068.168.464.664.769.466.660.5工作的稳定比高收入更重要64.064.662.562.362.163.367.062.461.662.9我工作只是为了谋生47.046.942.944.640.645.050.941.446.055.4对环境无害的产品，即使价钱高一点，我也会去购买51.852.857.656.954.453.451.556.657.561.7科科技技环环保保观观我认为我所居住的城市污染问题很糟糕59.260.060.261.656.558.362.561.361.063.6科学技术使我的生活方便、舒适73.173.875.378.874.973.673.379.278.281.6如果现在失去工作，我很自信能很快找到一份新的工作46.746.652.153.851.848.243.255.453.047.72002CMMS中国品牌发展报告