Research On Marketing Strategy Of Water Purifier Products Of German BRITA Company In Henan Province

In recent years,with the rapid development of water purifier industry the household penetration rate of household water purifier has increased year by year and it has become a standard household appliance in people’s life The outbreak of COVID-19 in 2020 made consumers more concerned about the health and safety of drinking water.At present,the water purifier industry has also become one of the fastest growing industries in the domestic small household appliance market in recent years and many well-known water purification enterprises at home and abroad have emerged.At the same time,with the change of enterprise business environment the continuous integration of online and offline and the emergence of new retail new marketing strategies are constantly changing the cognition of the industry and the market competition is becoming more and more fierce.As the world’s leading drinking water optimization brand BRITA has been difficult to break through the development bottleneck in Henan market.How to improve the family penetration and market share of BRITA’s products,how to enhance its popularity in the eyes of consumers and how to optimize its own channels are urgent problems to be solved by the marketing personnel of BRITA.This is of great significance to the development of Henan market.His paper takes BRITA company of Germany as an example,takes the research theme of Henan Marketing Strategy of water purifier products of BRITA company of Germany,and adopts the research methods of literature research market survey and so on.Firstly,this paper briefly introduces the relevant concepts and marketing theory.In view of the problems faced by the marketing of BRITA company in Henan market it analyzes the macro-economic environment and micro environment of BRITA company by using PEST analysis method 5W1 H theory SWOT analysis method and other tools,SWOT analysis is used to clarify the opportunities and threats of BRITA water purification products as well as the advantages and disadvantages of enterprise competition.Combined with market research and industry data,using STP target market strategy theory This paper expounds BRITA market segmentation and target market selection and positioning strategy in detail and then uses the marketing 7P theoretical framework and a variety of marketing theories from product strategy price strategy channel strategy promotion strategy personnel strategy tangible display strategy In terms of service process strategy,this paper puts forward specific marketing strategy scheme.Finally,it puts forward the key points such as enterprise culture construction strengthening internal marketing management incentive and training of sales personnel and establishing CRM management system as the implementation guarantee of marketing strategy.This paper comprehensively uses the target market strategy(STP)marketing strategy 7P theory Combined with the opportunities and challenges brought by the changes of industry environment and consumer purchase behavior to BRITA company aiming at many problems existing in BRITA Henan Marketing and aiming at improving product family penetration consumer brand awareness channel optimization and improving the effectiveness of terminal promotion activities,this paper puts forward the marketing strategy scheme and practice It is expected to provide reference for ensuring the sustainable development of BRITA company in Henan market.