Research On The Marketing Strategy Of FK Environmental Technology Company's Fresh Air System Products

FK Environmental Technology Company was founded in early 2016.It is the booming development of fresh air system industry in China.FK company is located in "focusing on indoor air environment problems of Chinese people,being a one-stop indoor air solution provider and integrated service provider of indoor air purification equipment".Its business scope covers all types of fresh air purification products,and has been a major customer of the group for three years.And ordinary consumers to provide quality services,and achieved some results.However,in a short period of two or three years,the market environment of fresh air system products has undergone profound changes.The consumer demand of the public has not increased significantly.The price of products has begun to decline.Competition among peers has become increasingly fierce.The profit margin of FK company has been greatly reduced.The overall market situation of fresh air system products is more severe.Enterprises in the industry have sought to turn.Type and breakthrough.In order to make FK company develop better in the future,it is necessary to study the marketing strategy of fresh air system products.Based on the actual situation of FK Environmental Science and Technology Company,this paper uses relevant marketing theory to analyze the operation status of FK Environmental Science and Technology Company,summarizes its advantages and disadvantages and external opportunities and challenges,and combines with various marketing problems faced by the fresh air system product market,finds out the aspects that need to be improved in the overall marketing strategy of FK Environmental Science and Technology Company.Based on the analysis of internal and external environment,SWOT analysis and the author’s own practical experience,the paper also puts forward the future development strategy of FK Environmental Science and Technology Company from the macro-environment,micro-environment and industry competition environment.By using market segmentation theory,this paper analyses potential customer groups,finds out the most potential target market of FK company,formulates the most suitable marketing mix strategy of FK company and puts forward the guarantee measures for the implementation of the strategy.It is expected that this paper can point out the direction for the future development of FK company and explore a feasible development path.