I 摘要 2010 年，国务院将节能环保定义为七大战略新兴产业的领头羊，而工信部在 2017 年 8 月 24 日，下发了《关于加快推进环保装备制造业发展的指导意见（征求 意见稿）》，其表明：到 2020 年，扶持出达到百亿资产的龙头公司的数量达到十 家，创立可发挥示范指引作用的规范公司数量达到一百家，打造“专精特新”的中小 公司数量达到一千家，构成多个的具有显著特色、较强带头作用的产业集群。在 2010 年，WX 公司建立了环保产品，经过在环保行业十年的拼搏努力，其环保产 品在行业内也已经具备了一定的竞争力。但是，基于持续增大的规模，其若想获 得更大的发展，就必须研究分析自身在市场竞争中的实际情况，并对其市场营销 策略的必要性进行明确。 本文在研究过程中，从国内环保行业发展的情况和市场营销研究的实际情况 为出发点，论述了该公司环保产品的主营业务、发展过程、技术能力、组织构造 等，对客户对公司现阶段销售产品的满意度从其自身需求的角度采用了访谈和调 查问卷的方法开展了调研工作，在此基础上，可看出该公司环保产品在营销方面 存在以下缺陷。第一，市场定位不明晰。其二，营销组合策略存在宣传途径欠缺、 核心产品过于单一、服务营销水平较差、价格策略简单等缺陷。在以上问题的基 础上，本文对该公司的社会、政治、技术、经济采用了 PEST 分析法开展了分析， 对该公司的潜藏竞争者、替代品、供方、现存竞争者、买方采用了波特五力模型 分析法开展了分析，以此来探寻问题的成因，明晰该公司现阶段的营销存在哪些 缺陷，并在此基础上，明确该公司环保产品的目标市场，其应从现存的川渝市场 为出发点，重点向长三角地区的市场进行扩张，并逐步渗入深圳、广州、北京等 区域的市场，在制定相应的营销策略时，应从优惠途径、产品、服务、价格等方 面进行。在产品方面，应对产品的外形设计方面进行提升，并开发厨房、农村项 目产品，并在价格策略方面保持多元化，在分析客户消费途径的基础上，对经销 商的数量进行科学有效的明确，使营销途径具有多元化的特性；最终在制定差异 化服务营销策略时从保障措施以及营销服务高质量化、多元化等方面开展相应工 作。 本文虽仅只是对某个公司进行研究，但是在研究探讨该公司环保产品的市场现 状情况的基础上，可使其营销中的问题得以处理，可对其市场扩张具有一定的协 助作用，同行业的工业也可在某种程度上借鉴参考其营销组合策略和战略的观念。摘要 II 关键词：环保产品，营销组合，市场细分，目标市场ABSTRACT III ABSTRACT In 2010, the State Council defined energy conservation and environmental protection as the leader of seven strategic emerging industries. On August 24, 2017, the Ministry of industry and information technology issued the "guidance on accelerating the development of environmental protection equipment manufacturing industry (Draft)", which shows that: by 2020, the number of leading companies with assets of 10 billion will reach 10, and norms that can play an exemplary and guiding role will be established The number of companies has reached 100, and the number of small and medium-sized companies to create "specialized and special new" has reached 1000, forming a number of industrial clusters with obvious characteristics and strong leading role. In 2010, Wx company established environmental protection products. After ten years of hard work in the environmental protection industry, its environmental protection products have already possessed certain competitiveness in the industry. However, based on the increasing scale, if it wants to obtain greater development, it must study and analyze its actual situation in the market competition, and make clear the necessity of its marketing strategy. In the research process, starting from the development of domestic environmental protection industry and the actual situation of marketing research, this paper discusses the main business, development process, technical ability and organizational structure of the company's environmental protection products. From the perspective of their own needs, the customer satisfaction with the company's products at this stage is investigated by means of interviews and questionnaires On this basis, it can be seen that the company's environmental protection products have the following defects in marketing. First, the market positioning is not clear. Secondly, there are some defects in the marketing mix strategy, such as lack of publicity channels, single core products, poor service marketing level and simple price strategy. On the basis of the above problems, this paper analyzes the company's society, politics, technology and economy with PEST analysis method, and analyzes the company's potential competitors, substitutes, suppliers, existing competitors and buyers with Porter's five force model analysis method, so as to explore the causes of the problem, clarify what defects exist in the company's current marketing, and On this basis, it is clear that the target market ofABSTRACT IV environmental protection products of the company should start from the existing Sichuan Chongqing market, focus on expanding to the market in the Yangtze River Delta region, and gradually penetrate into the markets in Shenzhen, Guangzhou, Beijing and other regions. When formulating the corresponding marketing strategies, we should carry out from the aspects of preferential channels, products, services, prices, etc. In terms of products, we should improve the appearance design of products, develop kitchen and rural project products, and maintain diversification in price strategy. Based on the analysis of customer consumption channels, we should scientifically and effectively define the number of distributors, so as to make the marketing channels have the characteristics of diversification. Finally, when formulating the differentiated service marketing strategy, we should take the following measures: first, we should take the following measures: 1 Marketing services should be high-quality, quantitative and diversified. Although this paper only studies a certain company, on the basis of studying the market situation of environmental protection products of the company, the problems in marketing can be dealt with, and the market expansion can be assisted to a certain extent. The industry of the same industry can also refer to the concept of its marketing mix strategy and strategy to a certain extent. Keywords: environmental protection products, marketing mix, market segmentation, target market目录 V 目 录 摘要....I ABSTRACT....................... III 目 录.. V 第一章 绪 论......................1 1.1 硏究背景及研究意义............................1 1.1.1 研究背景......1 1.1.2 研究意义......2 1.2 研究方法与研究内容............................2 1.2.1 研究方法......2 1.2.2 研究内容......3 第二章 文献综述及相关理论基础...................5 2.1 国内外文献综述.....5 2.1.1 国外文献综述..............................5 2.1.2 国内文献综述..............................7 2.1.3 国内外文献述评........................ 11 2.2 市场营销相关理论..............................11 2.2.1 市场营销及竞争理论............... 11 2.2.2 STP 理论..... 13 第三章 WX 公司环保产品营销现状及营销环境.........................16 3.1 WX 公司环保产品及环保产品简介...16 3.1.1WX 公司环保产品......................16 3.1.2 环保产品简介............................16 3.2 WX 公司环保产品营销现状...............18 3.3 WX 公司环保产品营销宏观环境分析..............................19 3.3.1 政策环境.....19 3.3.2 经济环境....22 3.3.3 社会环境....23 3.3.4 技术环境....23 3.4 WX 环保产品营销竞争环境分析.......24 3.4.1 供应商的议价能力...................24目录 VI 3.4.2 购买者的议价能力...................24 3.4.3 行业内竞争者目前的竞争能力..............................25 3.4.4 潜在竞争对手的威胁...............25 3.4.5 替代品的威胁...........................26 3.5 WX 公司环保产品营销内部环境分析..............................27 3.5.1 组织结构分析...........................27 3.5.2 人力资源分析...........................27 3.5.3 技术能力分析...........................29 3.5.4 营销能力分析...........................29 第四章 WX 公司环保产品营销存在的问题..31 4.1 WX 公司环保产品客户满意度调研...31 4.1.1 问卷设计及发放.......................31 4.1.2 调研数据分析...........................31 4.1.3 访谈分析....36 4.2 WX 公司环保产品产品营销中存在的问题......................39 4.2.1 市场定位模糊...........................39 4.2.2 核心产品“单线作战”严重........40 4.2.3 价格策略单一...........................41 4.2.4 缺乏推广渠道...........................41 4.2.5 服务营销能力较弱....................41 第五章 WX 公司环保产品营销策略的制定..43 5.1 市场细分及目标市场确定..................43 5.1.1 按城市规模大小确定目标市场43 5.1.2 按城市经济结构及经济发展水平确定目标市场..44 5.1.3 按地理区域确定目标市场.......44 5.2 市场定位...............45 5.3 产品整体策略实施..............................48 5.3.1 扩展农村、厨房项目产品.......48 5.3.2 加强产品的外观设计...............49 5.4 多元化价格策略设计..........................49 5.5 促销渠道的设计和选择......................50 5.5.1 用户购买渠道分析...................50 5.5.2 经销商的审核...........................51目录 VII 5.5.3 促销策略的管理和实施...........51 5.6 差异化服务营销策略..........................54 5.6.1 营销服务多元化发展...............54 5.6.2 高质量营销服务.......................55 5.6.3 多元服务保障措施...................56 第六章 结 论....................57 致 谢...58