The Research Of W Water Purifier On Marketing Strategy In Dalian

The development of industrial society not only brings us booming economy,but also pollution,especially water pollution,and the water pollution leads to the scarcity of water resource.The existing way of the water supply companies to deal with water pollution could not ensure the quality of drinking water,not to mention the secondary pollution in the water supply pipes including high-rise residential water supply,incrustation,microbes,chemicals caused by long distance water supply.The businessmen seized the chance and produced different water purifiers.The consumers today pay more attachment to the health and safety of drinking water.With the better understanding of water purifier industry,the consumers rush for the purifiers,and the different requirements of the consumers provide a huge market for small and medium-sized water purifier producers.Through market classification,targeted market selection,product strategy,pricing strategy,service strategy and brand building,the company can make use of accurate marketing strategy to enforce the influence and comparativeness of the brand,reduce cost and make the maximum profit.A large number of investors went into the water purifier industry,and enhanced the competition of this business.As a small and medium-sized company,W Company faces many challenges,for example,the small market share and less popularity of W Water Purifier,and the decreasing of company's business.All are the crucial issues W Company must deal with.Firstly,the thesis made an analysis on the macro political environment,economy environment and natural environment of W Water Purifier with marketing theories,and had an analysis on water purifier industry's competitiveness with Michael Porter's Five Forces Model.Basing on the analyzing of W Company's domestic environment,with SWOT Analysis,the paper discussed the advantages,disadvantages,threats and opportunities.Secondly,on analyzing the consumer's type,the paper made detailed classification of market,and allocated the position and targeted the market of W Company.Thirdly,with professional theories the paper analyzed the operation situation of W Company,making proposals as 6PS integrated marketing strategy which includes product,price,place,promotion,public relation and power.Finally,the paper offered practical safeguard measures by making proposals on W Company's culture intuition construction,personnel raising construction,stimulation and crisis management mechanism.