The Demand Analysis And The Marketing Strategy Studies Of Bamboo Coal Product In The Hengyang Market

As we enter the 21st century, we need to face up to enormous challenge. The resources, the environment and the sustainable development will become the focus of our life. In the environment aspect, the air pollution and the water pollution are always the two major problems puzzled us, which are affecting the space we survive. Since the scientists discover the outstanding quality and the function on the human's healthy aspect, the bamboo coal, as a new function environmental protection material, which value grows day by day in people mind. The application field of the bamboo coal also obtains unceasingly development. The export of our country's bamboo coal product has already expanded to South Korea, Southeast Asia's, Europe, America and! so on, not singlely to Japan. However, at present, the abroad market plays a dominent role in bamboo coal's goal market and the bamboo coal enterprises neglect the domestic giant potential market. Along with the rapid development of our country's economy, as well as the unceasing enhancement of inhabitant's expense concept, the consumption level, the health and the environmental protection consciousness, our country's bamboo coal industry will have much bigger development space in domestic maket.But now the current situation of domestic bamboo coal product market is, on the one hand, there is huge realistic demand and potential demand; on the other hand, sales is not as well as we desired. How to establish effective marketing strategy to promote and guide people to purchase and consume the bamboo coal product scientifically and reasonably will become our key topic to study.This article analyzes the macroscopic and microscopic environment which bamboo coal product industry faces, anatomizes the demand character and purchase behavior of Hengyang's consumers thoroughly using the marketing theory and the consumer behavior theory. And then proposes a set of bamboo coal product marketing combination strategy pertinently and exploringly, especially proposes exploring way on how to integrate 4P, 4C and 4R, and the group with the expense capitalization theory. This will provide theoretical help on how to develop the marketing work of the Hengyang bamboo coal product and some fundamental research's reference for the general marketing theory researchers.