本文以 H 公司作为研究对象，对 H 公司的营销现状和营销策略进行分析。H 公
司在水污染处理设备市场上有一定的优势，也有一定的劣势，但是总体来说优势大于
劣势。对于 H 公司来说，目标客户为工业企业，主打产品为工业污水处理设备，主
要市场在华东地区。就营销现状而言，H 公司已经有了一定的经验和成效，但是还存
在产品竞争力不强、渠道重点不明确、促销策略的丰富性有待提高、客户满意度不高、
客户流失严重等问题。
这些问题严重的制约了 H 公司市场营销战略的深入。鉴于上述问题，本文提出
了从产品、渠道、促销和客户关系四个方面改善营销效果的建议。首先是产品上，既
要加速创新，同时也要在包装、工艺等方面进行进一步的改进，关键是如何通过量身
定制来突出产品的个性化和差异化。其次是渠道，要综合运用多渠道营销策略，拓展
渠道，提高直销渠道的效率，同时注重网络营销渠道的建设，让 H 公司不在过分的
依赖于分销渠道。再次，是要通过杂志、网络等多种公共信息媒介，丰富促销渠道、
提升促销效果。最后是通过加强与客户的沟通和客户信息管理、为客户提供个性化的
服务来提升客户的满意度和忠诚度。
关键字：水处理市场；营销策略；H 公司
作 者：蒋 清
指导老师：钟旭东英文摘要 H 公司市场营销策略分析
II
The analysis on marketing strategy of H company
Abstract
Water pollution is a very serious problem of environmental problems in china. With
the increasing depletion of water resources and the sustainable development idea
unceasingly thorough, sewage treatment has been paid more and more attention, the
corresponding water pollution control in this industry is growing, growing up. With the
development of industrialization development speed, wastewater emissions are increasing,
the sewage treatment market development prospects and more substantial. At present, the
society and the government to the environmental protection industry has the attention of
the industry, he has the big difference with the traditional marketing, as new product sales,
it has a larger market space, and promote the national environmental policy, social demand
has expanded each year, so the environmental water treatment market development in the
future is bright. But there are many problems to be solved, such as the environmental
protection water treatment market effective sales model, the right sales means, reasonable
personnel structure, effective training mechanism and so on is the need to solve the
environmental problems of marketing.
This paper takes the H company as the research object, on the current situation of
marketing and marketing strategy of H company analysis. H company has certain
advantages in the water pollution treatment equipment market, there are also some
disadvantages, but overall the advantages outweigh the disadvantages. For H, the target
customers for industrial enterprises, the main products for industrial sewage treatment
equipment, the main market in East china. On the marketing situation, H company already
has the experience and some achievements, but there are plenty of product competition
ability is not strong, the channel key unclear, promotion strategy, to improve customer
satisfaction is not high, serious loss of customers.
These problems seriously restrict the marketing strategy of H company deeply. In
view of the above problems, this paper puts forward improvement from the product,
channel, promotion and customer relationship in four aspects of the proposal. The first is
==>>