Research on Marketing Strategy of Environmental Protection Products
of Company A
Abstract
In recent years, China has paid more attention to environmental protection, and
successively launched a series of environmental protection policies to promote the
development of environmental protection industry. The huge potential of environmental
protection market has attracted many enterprises to participate. However, from 2018 to
2019, the environmental protection industry will enter the adjustment stage, and the
technical requirements of environmental protection enterprises will be improved by the
state. Many enterprises are also strengthening their own technology and cost investment,
hoping to form theirown core competitiveness. TheA Environmental Protection
Company studied in this paper is a new company just established in 2017. At the
beginning of its establishment, the company has been deeply involved in product
technology research and development, and systematically mastered the core technologies
of Hm. With good products and services, it has achieved a leap-forward development as a
whole, but it can't be compared with some large companies regardless of scale, capital
and technology. In addition, the company's marketing system still has shortcomings, and
Company A wants to achieve greater development in the future, and many aspects need to
be improved.
Through literature reading and on-the-spot investigation, this paper obtains the
relevant information of marketing system of A Environmental Protection Company,
analyzes the current marketing situation of A Environmental Protection Company with
the help of 4P marketing mix, STP theory and SWOT analysis, finds out the problems,
and puts forward some marketing strategies for A Environmental Protection Company in
combination with marketing ideas and successful experiences. Firstly, this paper briefly
states the research background and significance, sorts out the relevant research results at
home and abroad, then sorts out the theories and methods related to marketing. Secondly,
it analyzes the basic framework of A Environmental Protection Company in detail, and
uses the 4P model of marketing mix to analyze the data of product sales, customer
regional distribution, product application fields, etc., and makes SWOT analysis to
summarize the current strengths and weaknesses, opportunities and threats of A Company.
This paper investigates the marketing strategy of environmental protection products in
Company A, finds out the company's ability level in marketing environmental protection
products in detail through questionnaires, and sums up the shortcomings in product
strategy, price strategy and channel strategy of environmental protection products. Finally,
based on the above analysis results, this paper puts forward the improvement methods and
formulates the corresponding strategies for the shortcomings of the company's marketing
II
situation. Through this research, it is found that with the increasingly fierce competition
of Company A in the market, the company must improve its own product strategy, price
strategy and channel strategy. In terms of products, it should increase supporting products,
strengthen product services and optimize existing products. In terms of price, grasp the
influencing factors of product price, intensively cultivate differentiated pricing strategies,
combine online and offline pricing, and formulate the best product price system; In terms
of channels, we should improve the existing channels, link up the flow of personnel,
establish e-commerce channels, and actively strengthen the management of distributors.
The research on product marketing of environmental protection enterprises in this
paper is not only conducive to enriching the current theoretical system of product
marketing of environmental protection industry, but also has certain guiding significance
for Company A, helping Company A's environmental protection products to better form
their own marketing system and occupy the best position in the market. At the same time,
this study also has some reference for other enterprises in product marketing.
Key words: Environmentally friendly products; Marketing strategy; 4P marketing
mix; STP theory
III
目录
摘 要...................I
Abstract.....................II
第1章 绪论............... 1
1.1 研究背景和意义................1
1.1.1 研究背景..................1
1.1.2 研究意义..................1
1.2 国内外研究现状................2
1.2.1 国外研究现状.................2
1.2.2 国内研究现状.................4
1.2.3文献评述...................7
1.3 研究内容和方法................8
1.3.1 研究内容..................8
1.3.2 研究方法..................9
1.4 论文创新点...............10
第2章 相关理论基础.............11
2.1 市场营销相关概念.................11
2.1.1 市场营销的概念...........11
2.1.2 市场营销的特点...........11
2.2 市场营销相关理论.................12
2.2.1 4P营销组合理论...........12
2.2.2 STP理论................. 12
2.3 SWOT分析................13
第3章A公司环保产品营销现状分析...............14
3.1 A环保公司环保产品营销概况............ 14
3.2 A 公司环保产品营销策略现状........... 16
3.3A公司环保产品竞争对手分析............. 20
3.4 A公司环保产品营销环境分析............ 21
3.5 A公司 SWOT分析.................23
3.5.1 A公司优势分析............ 23
3.5.2 A公司劣势分析............ 24
IV