Research On Marketing Strategy Of S Companyenvironmental Monitoring Instrument

In the past 40 years of reform and opening up,China's economic construction has achieved remarkable success,with the total economic volume ranking second in the world.However,the rapid economic growth has also caused a series of environmental pollution problems,especially air pollution problems.In 2013,the air pollution prevention and control action plan(hereinafter referred to as "air ten articles")was released,which opened the big curtain of China's air battle and promoted the explosive growth of China's environmental protection industry.Environmental monitoring instrument industry benefits from environmental protection policy and ushers in market explosion.According to the industrial chain,the environmental monitoring instrument industry can be divided into upstream instrument manufacturers,midstream system integrators,downstream instrument operation,and maintenance service providers.In this paper,S company is involved in the upstream and midstream of environmental monitoring instrument industry,which not only supplies environmental monitoring instruments,but also sells independent integrated systems to the market.This paper studies the marketing strategy of environmental monitoring instrument products of S company through the idea of "putting forward problems"-"analyzing problems"-"improving suggestions".This paper analyzes the market macro environment of S company through pest theory,analyzes the market competition of S company based on Porter's five forces model,uses SWOT competition matrix tool to analyze the internal advantages and disadvantages of S company,as well as the external market opportunities and threats,and combines and analyzes the possible countermeasures.Atlast,according to the problems encountered in the current expansion strategy of S company,according to the 4P direction of the marketing mix,the suggestions are improved from four angles:product,price,channel and promotion.