Research On Marketing Strategy Of XTH Environmental Protection Company

Urbanization and industrialization have not only promoted the rapid development of China’s economy,but also caused serious damage to the natural environment,among which the most prominent one is the current serious water pollution problems.Since 2007,the Chinese government has greatly increased its investment in the environmental protection industry,which has led to the explosive development of the industry.With the rapid development of the industry,more and more enterprises are entering this field.Especially in recent years,state-owned construction enterprises,central enterprises and foreign capital have been strongly involved,which is posing a strong challenge to the survival space of China’s private environmental protection enterprises.Therefore,how to build an effective marketing model or development strategy that can continuously stand out or stand firm in the increasingly fierce market competition is becoming an important content to be explored in the business activities of many small and medium-sized environmental protection enterprises.Based on the existing marketing theories,this paper takes the current marketing situation of Jiangsu XTH Company as a specific case to discuss the problems existing in the marketing strategy of sewage treatment company in the environmental protection industry and the improvement measures to be taken.For this reason,this paper firstly analyzes the external environment faced by Jiangsu XTH company,and analyzes the external objective conditions facing the survival and development of the enterprise from the aspects of macro policies and other factors.Secondly,from the perspective of micro environment analysis,this paper expounds and analyzes the current development status of the environmental protection industry,the needs of industry customers and the characteristics of peer competition.The internal environment of Jiangsu XTH company is analyzed with SWOT analysis method,and the problems existing in the current marketing strategy of Jiangsu XTH company are analyzed and summarized.Finally,corresponding suggestions on product,price,service,channel and promotion strategy adjustment are put forward.Through the combination of the corresponding enterprise management and marketing management theory,how to develop new marketing strategy suitable for the company’s products in the typical small and medium-sized environmental protection manufacturing enterprises like Jiangsu XTH environmental protection company is discussed,which can provide a new reference for the specific application research of the marketing management theory of the current environmental protection manufacturing industry.