Studying On Markting Mode Of B Company’s Home Water Purifier Appliance In Beijing

Along with China’s booming economic development, water resources has sufferedsevere pollution. Questions on the safety of fresh water, drinking water in China seriouslyplagued their consumers. Corresponding to it is that China’s water purifier market demand isvast, prospecting. Titan of home appliance industry are expected water purifier will be the lastchance to make profits for them. Beijing market as the biggest regional market in china, isalready be a piece of rage witch seize by competitors.This paper based on the Beijing market, from the policy, environment, technology andother aspects of the industry environment witch the B company is facing, using SWOTanalysis to determine the company’s strengthes, weaknesses, threats and opportunities of thecompany, thus to make a brief understanding of B company’s marketing environment.Paper with the help of using STP model analyze and determine the company’s targetmarket: in the age between40-65years old, living in Beijing City, also have a strong sense ofhealth and vast consumption ability. Company according to the characteristics of their targetmarket, located its product positioning.According to the company’s marketing environment, we combined with the targetmarket and our judgment on product positioning.Paper analyze the relatively skilledmarketing model of its competitors,include but not confine distributing mode and lease mode,profound reflected of the current marketing pattern, we finally proposed a feasible marketingcombination model: bases on the conference marketing, focus on the channel excavationand terminal construction, keeps on exploration of new marketing mode, relies on positiveresponse to market demanding and changes.