Research On Marketing Strategy Of Environmental Protection Division Of WX Company

In 2010,the State Council defined energy conservation and environmental protection as the leader of seven strategic emerging industries.On August 24,2017,the Ministry of industry and information technology issued the "guidance on accelerating the development of environmental protection equipment manufacturing industry(Draft)",which shows that: by 2020,the number of leading companies with assets of 10 billion will reach 10,and norms that can play an exemplary and guiding role will be established The number of companies has reached 100,and the number of small and medium-sized companies to create "specialized and special new" has reached 1000,forming a number of industrial clusters with obvious characteristics and strong leading role.In 2010,Wx company established environmental protection products.After ten years of hard work in the environmental protection industry,its environmental protection products have already possessed certain competitiveness in the industry.However,based on the increasing scale,if it wants to obtain greater development,it must study and analyze its actual situation in the market competition,and make clear the necessity of its marketing strategy.In the research process,starting from the development of domestic environmental protection industry and the actual situation of marketing research,this paper discusses the main business,development process,technical ability and organizational structure of the company's environmental protection products.From the perspective of their own needs,the customer satisfaction with the company's products at this stage is investigated by means of interviews and questionnaires On this basis,it can be seen that the company's environmental protection products have the following defects in marketing.First,the market positioning is not clear.Secondly,there are some defects in the marketing mix strategy,such as lack of publicity channels,single core products,poor service marketing level and simple price strategy.On the basis of the above problems,this paper analyzes the company's society,politics,technology and economy with PEST analysis method,and analyzes the company's potential competitors,substitutes,suppliers,existing competitors and buyers with Porter's five force model analysis method,so as to explore the causes of the problem,clarify what defects exist in the company's current marketing,and On this basis,it is clear that the target market ofenvironmental protection products of the company should start from the existing Sichuan Chongqing market,focus on expanding to the market in the Yangtze River Delta region,and gradually penetrate into the markets in Shenzhen,Guangzhou,Beijing and other regions.When formulating the corresponding marketing strategies,we should carry out from the aspects of preferential channels,products,services,prices,etc.In terms of products,we should improve the appearance design of products,develop kitchen and rural project products,and maintain diversification in price strategy.Based on the analysis of customer consumption channels,we should scientifically and effectively define the number of distributors,so as to make the marketing channels have the characteristics of diversification.Finally,when formulating the differentiated service marketing strategy,we should take the following measures: first,we should take the following measures: 1 Marketing services should be high-quality,quantitative and diversified.Although this paper only studies a certain company,on the basis of studying the market situation of environmental protection products of the company,the problems in marketing can be dealt with,and the market expansion can be assisted to a certain extent.The industry of the same industry can also refer to the concept of its marketing mix strategy and strategy to a certain extent.