Analysis Of Marketing Strategy Of Water Purifier Products Of Xiamen Shanghaoquan Corporation

Along with the development of the improvement of people’s live standard, people request higher demands on the quality and safety of drink water. Especially with more serious pollutions of environment and water resource, the concerning of safe drink water has become a more and more important issue that needs to be solved as soon as possible in people’s daily live. Although the bottled water which started in the end of20th century relieved the damage caused by the safety of drink water to some extent, people need water purifiers urgently than ever before which can provide them more clear and safe water to make sure the health and safety of their live when there are more problems of bottled water from secondary contamination, intensive energy consumption and inferior products.Xiamen Shanghaoquan Biological Technology Ltd. is a trading corporation mainly for water purifiers in the mid-market and high-end market. It was established in1997. There are four series of water purifiers separately for residential water purifying system, company, school and office building water purifying system, commercial water purifying system and industrial water purifying system. The corporation did not grow fast as expectation because the weakness of marketing over the past years. The estimated turnover is10million yuan in2013, mainly coming from the market of Xiamen area and surrounding cities with less than5%market shares, in which more than60%comes from water purifiers for residential water purifying system.After years of development, the water purifiers of brand Shanghaoquan is becoming more and more acceptable by customers in the market. It becomes a more serious issue to Xiamen Shanghaoquan that how to be successful in such a fierce competitive environment by increasing market shares and improving brand recognition. This thesis is going to analyze the reasons and the critical factors of consumer behaviors during the process of decision-making and make a marketing strategy for water purifiers of Xiamen Shanghaoquan to help the corporation to be more successful in competition and grow up step by step by using the knowledge of consumer behavior and4C theory according to the courses of Marketing, Consumer Behavior, Method of Market Investigation and Application and Strategy Management with consideration of the current situation and strategic plan of Xiamen Shanghaoquan. The questionnaire will be designed basing on internal and external factors of consumer behavior and the data of water purifier industry and competitors of Xiamen Shanghaoquan. All data are going to be processed by SPSS for statistical analysis and correlated analysis.