摘要
摘要
随着经济的迅猛发展和人们生活水平的不断提高，人类在人工环境特别是
建筑环境(室内环境)中生活和工作的时间越来越长。在高度城市化的今天，人
生超过 90%的时间是在人工环境中度过的，其中，在建筑室内环境中度过的时间
更是高达 88%。室内装修会产生甲醛、甲苯、氨、氡等有害物质。这些有害物质
不但容易引发肺炎、气管炎等慢性疾病，严重的甚至会导致孕妇流产、脑血栓、
白血病等一些重大疾病

光触媒净化技术是目前市场上应用较为广泛的家装净化技术之一。由于目
前国家没有出台统一的行业管理标准，家装净化市场格局混乱，光触媒产品也
良莠不齐。很多公司一拥而上，彼此之间的低价恶性竞争以及操作不规范等诸
多问题伴随而生。在这种市场环境下，对家装净化企业如何制定营销策略的研
究非常重要，只有在精准市场定位的基础上制定了适当的营销策略，室内空气
净化环保公司才能冲破层层障碍，在混乱的竞争局面中获得发展机遇

本文以伟闻环保技术有限公司光触媒净化产品在泉州家装净化市场上的营
销策略为研究对象。首先阐述了光触媒净化技术研究情况，结合市场细分、市
场选择、产品定位和环保产品营销等理论和文献资料，分析光触媒净化产业的
市场形势和存在的问题；面临市场产品同质化严重、市场竞争无序化严重等严
峻形势。本文以问题为导向，探讨伟闻环保技术有限公司光触媒产品在泉州家
装净化市场上的营销形势，运用 SWOT 分析方法对伟闻环保技术有限公司光触
媒产品营销所面临的机会、威胁、优势和劣势进行分析；在此基础上，主要运
用 4Ps 营销理论从产品、价格、渠道和促销四方面进行营销策略组合，并提出
从优化组织结构、完善公司企业制度、加强企业文化建设三方面确保伟闻环保
技术有限公司光触媒产品在泉州市场营销策略顺利实施。本文希望文章阐述的
伟闻环保技术有限公司光触媒产品在泉州市场的营销策略可以为其它装修净化
企业在拓展新市场时提供一种经验参考

关键词：光触媒产品 市场营销 策略 实施Abstract
ABSTRACT
With the rapid development of economy and the continuous improvement of
people&39;s life, human lived and worked in the artificial environment, especially in the
built environment (indoor environment) longer and longer. In the highly urbanized
time, More than 90% time of life was spent in the artificial environment, and the time
in the construction of the indoor environment was 88%. There was formaldehyde,
toluene, ammonia, radon and other harmful substances after interior decoration.
These harmful substances not only easily lead to pneumonia, bronchitis and other
chronic diseases, serious but also that even lead to miscarriage, cerebral thrombosis,
leukemia and other major diseases.
Photocatalyst purification technology was one of which widely used on the home
improvement market at present. China had not introduced a unified industry
management standards, the home improvement market pattern was confusion, and
photocatalyst products were mixed. Many companies swarmed into home
improvement market, between the low price of vicious competition and the operation
was not standardized and many other issues accompanied by Health.In this market
environment, the research of the marketing strategy of home improvement business
was very important, only on the basis of the precise market positioning, and the
development of appropriate marketing strategies, indoor air purification
environmental protection companies could break through barriers, in the chaos of
competition situation in the development opportunities.
This paper studied marketing strategy of the Weiwen Environmental Protection
Technology Co., Ltd. photocatalyst purification products in Quanzhou. Firstly, the
research situation of photocatalyst purification technology was expounded, and the
market situation and existing problems of photocatalyst purification industry were
analyzed according to the theories and literatures such as market segmentation,
market selection, product positioning and environmental product marketing. In the
face of serious market product homogeneity, Competition disorder was serious and so
grim situation. Based on the problem-oriented, this paper discussed the marketing
situation of the photocatalyst products in Quanzhou home improvement market, and华侨大学硕士学位论文
analyzed the opportunities, threats, advantages and disadvantages of Weiwen
Environmental Protection Technology Co., Ltd by SWOT analysis. On the basis of
this, this paper analyzed the marketing strategy portfolio from the product, price,
channel and promotion of four aspects by the 4Ps marketing theory, and proposed
from the optimization of organizational structure, improve the company&39;s corporate
system, strengthen corporate culture to ensure that three aspects of environmental
protection technology Co., Ltd. Photocatalyst products in Quanzhou marketing
strategy smoothly implemented. This article hoped that the marketing strategy of the
Photocatalyst products of Weiwen Environmental Protection Technology Co., Ltd. in
Quanzhou market could provide an experience reference for other decoration
purification enterprises during the development of new markets.
Key words: photocatalyst products marketing strategy implementation目录
目录
第 1 章 绪论..... 1
1.1 研究背景、目的与意义1
1.1.1 研究背景....1
1.1.2 研究目的....2
1.1.3 研究意义....2
1.2 研究思路与方法3
1.2.1 研究思路....3
1.2.2 研究方法....4
1.3 论文特色与创新点........4
第 2 章 理论基础与研究现状综述..... 6
2.1 相关理论基础....6
2.1.1 STP 市场分析.........6
2.1.2 市场营销理论........7
2.1.3 SWOT 分析方法.......7
2.2 国内外研究现状综述....8
2.2.1 光触媒净化技术....8
2.2.2 市场细分....8
2.2.3 市场定位....9
2.2.4 环保产品市场营销..........10
2.3 本章小结..........11
第 3 章 伟闻光触媒产品在泉州装修净化市场 SWOT 分析. 12
3.1 泉州装修市场背景介绍..........12
3.2 伟闻光触媒产品营销优势分析..........15
3.2.1 先进的技术优势..15华侨大学硕士学位论文
3.2.2 产品的多样性......15
3.2.3 较强的公关优势..16
3.3 伟闻光触媒产品营销劣势分析..........16
3.3.1 消费者的判断受到干扰..16
3.3.2 产品价格优势不明显
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