Research On Target Marketing Strategy Of W Company's Intelligent Water Business In Qingdao District

With the development of economy,water management problems such as water resource shortage,serious water pollution and high leakage rate of pipe network become more and more serious.It gives the budding intelligent water service a chance to develop rapidly.However,the development time of intelligent water is short,and the scale of existing enterprises related to intelligent water business is generally small.Only a few companies have the ability to integrate the hardware capabilities of water business and the software development capabilities of the intelligent water platform.The wide application prospect of intelligent water and the status quo of its development have promoted the development of intelligent water industry to a golden age.W Company as a domestic professional engaged in the field of water supply companies are keenly aware of market opportunities.In 2014 in the country to take the lead in the opening of intelligent Water Marketing Road.However,it has been operating in Qingdao for many years,but the sales market has not been obvious breakthrough,even once into a sales crisis.Based on the background of the development of intelligent Water and the marketing environment,this paper replans and adjusts the marketing strategy of W company in Qingdao,in order to break the current market development lag.Firstly,the background,development direction and market prospect of intelligent water industry are studied through the literature at home and abroad.Through the literature study,this papersummarizes the core points and value significance of the STP marketing strategy theory and the 4P marketing strategy combination theory.Secondly,a brief introduction of W company and its marketing development in Qingdao district.Find out W company in the intelligent water business nationally famous but in the Qingdao area of the market performance of the reasons for the downturn.Through the analysis of the present situation of Qingdao's market and marketing,we find four problems in its marketing work.And carries on the thorough analysis regarding the question to grasp the question core.Using STP marketing strategy theory,the market of W company in Qingdao is subdivided into four markets,namely water department market,university market,medical market and real estate market.After the four market demand for a detailed analysis.According to the market demand,market scale and market competition,Water Department and university,which have the best demand for intelligent water business,are chosen as the optimal target market for W company.The market demand andthe superiority of W company are integrated to make the positioning analysis of the two markets respectively.The marketing positioning of W company under the overall solution of intelligent water supply is determined.Then,the 4P marketing strategy theory is used to formulate the marketing mix strategy for the two target markets.Namely the product strategy of differentiation;Competitive and market-oriented pricing strategy;The direct marketing channel and the indirect marketingchannel concurrently develops the Channel Strategy;The promotion strategy of the combination of various promotion methods.And the flexible use of different combination strategies in different markets.And in order to ensure the implementation of the relevant marketing mix strategy to put forward the company's marketing concept,Marketing Organization,Marketing Training,partner incentive and marketing cost matching measures to make adjustments and improvements.Finally,it is the conclusion and prospect of this paper.Through this article has sorted out the W company Qingdao Market Marketing present situation,Clear target market demand and its own competitive advantages and disadvantages,And the matching marketing mix strategy and the need to improve the security measures.Through the implementation of marketing mix strategy should be able to give full play to w company's own advantages,with less marketing investment to obtain greater market returns.However,due to my lack of ability,the analysis of the paper is yet to be improved.It is also expected that the research of this paper can help W company to change the marketing status in Qingdao market and realize its own development and growth.