伟闻光触媒产品在泉州装修净化市场营销策略研究
发布时间：2018-07-22 12:31
【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。
[Abstract]:With the rapid development of economy and the continuous improvement of people's living standard, people live and work more and more in artificial environment, especially in building environment (indoor environment). In a highly urbanized day, more than 90% of life time is spent in artificial environment, among which, the time spent in indoor environment is as high as 88%. Indoor decoration will produce formaldehyde, toluene, ammonia, radon and other harmful substances. These harmful substances not only lead to pneumonia, bronchitis and other chronic diseases, serious and even lead to miscarriage, cerebral thrombosis, leukemia and other major diseases. Photocatalyst purification technology is one of the most widely used home cleaning technologies in the market. As there is no unified industry management standards, domestic purification market pattern is chaotic, photocatalyst products are also mixed. Many companies are rushing in, with problems such as low-price, vicious competition and irregular operations. In this kind of market environment, it is very important to study how to make marketing strategy for home improvement and purification enterprises. Only when appropriate marketing strategy is formulated on the basis of accurate market positioning, can indoor air purification and environmental protection companies break through the obstacles. Get development opportunities in a chaotic competitive situation. This paper focuses on the marketing strategy of photocatalyst purification products in Quanzhou home improvement market of Weiwen Environmental Protection Technology Co., Ltd. Firstly, the research situation of photocatalyst purification technology is expounded, and the market situation and existing problems of photocatalyst purification industry are analyzed based on the theories and documents of market segmentation, market selection, product positioning and environmental protection product marketing. Facing the serious market product homogenization, the market competition disorder serious and so on austere situation. This paper discusses the marketing situation of photocatalyst products of Weiwen Environmental Protection Technology Co., Ltd. in Quanzhou home improvement purification market, and uses SWOT analysis method to analyze the opportunities and threats faced by Weiwen Environmental Protection Technology Co., Ltd. in the marketing of photocatalyst products. On this basis, 4Ps marketing theory is mainly used to combine marketing strategies from four aspects: product, price, channel and promotion, and put forward to optimize the organization structure and perfect the company's enterprise system. Strengthen the enterprise culture construction to ensure the smooth implementation of the photocatalyst products of Weiwen Environmental Protection Technology Co., Ltd in Quanzhou. This paper hopes that the marketing strategy of photocatalyst products in Quanzhou market of Weiwen Environmental Protection Technology Co., Ltd can provide a kind of experience reference for other decoration and purification enterprises in expanding new market.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;X324
本文编号：2137471
[Abstract]:With the rapid development of economy and the continuous improvement of people's living standard, people live and work more and more in artificial environment, especially in building environment (indoor environment). In a highly urbanized day, more than 90% of life time is spent in artificial environment, among which, the time spent in indoor environment is as high as 88%. Indoor decoration will produce formaldehyde, toluene, ammonia, radon and other harmful substances. These harmful substances not only lead to pneumonia, bronchitis and other chronic diseases, serious and even lead to miscarriage, cerebral thrombosis, leukemia and other major diseases. Photocatalyst purification technology is one of the most widely used home cleaning technologies in the market. As there is no unified industry management standards, domestic purification market pattern is chaotic, photocatalyst products are also mixed. Many companies are rushing in, with problems such as low-price, vicious competition and irregular operations. In this kind of market environment, it is very important to study how to make marketing strategy for home improvement and purification enterprises. Only when appropriate marketing strategy is formulated on the basis of accurate market positioning, can indoor air purification and environmental protection companies break through the obstacles. Get development opportunities in a chaotic competitive situation. This paper focuses on the marketing strategy of photocatalyst purification products in Quanzhou home improvement market of Weiwen Environmental Protection Technology Co., Ltd. Firstly, the research situation of photocatalyst purification technology is expounded, and the market situation and existing problems of photocatalyst purification industry are analyzed based on the theories and documents of market segmentation, market selection, product positioning and environmental protection product marketing. Facing the serious market product homogenization, the market competition disorder serious and so on austere situation. This paper discusses the marketing situation of photocatalyst products of Weiwen Environmental Protection Technology Co., Ltd. in Quanzhou home improvement purification market, and uses SWOT analysis method to analyze the opportunities and threats faced by Weiwen Environmental Protection Technology Co., Ltd. in the marketing of photocatalyst products. On this basis, 4Ps marketing theory is mainly used to combine marketing strategies from four aspects: product, price, channel and promotion, and put forward to optimize the organization structure and perfect the company's enterprise system. Strengthen the enterprise culture construction to ensure the smooth implementation of the photocatalyst products of Weiwen Environmental Protection Technology Co., Ltd in Quanzhou. This paper hopes that the marketing strategy of photocatalyst products in Quanzhou market of Weiwen Environmental Protection Technology Co., Ltd can provide a kind of experience reference for other decoration and purification enterprises in expanding new market.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;X324
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