| The pump industry is a relatively mature industry,and competition is very fierce.With the progress of society,the urbanization process in China is accelerating.Water consumption has not only stayed in the state of being usable in the past.Energy conservation and environmental protection have been the key concerns of the state in recent years.The 13 th Five-Year Plan and Made in China 2025 also clearly propose energy saving and emission reduction.The pump industry involves a wide range of industries,so the country also puts forward energy saving and high efficiency requirements for the pump industry.The market needs to be able to meet customer diversification.Demand,high-efficiency and energy-saving products,whether it can seize this opportunity,is very important for pump manufacturers.Since the company E entered the Chinese market in 2006,it has won a large number of customers for its long life and high cost performance.As the market competition intensifies,its development in the Fujian market faces many challenges.In this paper,E company as the research object,the use of marketing related theoretical knowledge and tools,E company Fujian regional marketing status analysis.First,through my experience in Fujian region of E company and analysis of Fujian market in the past years,the marketing strategy of E company products in Fujian is analyzed;then the PEST theory is used to analyze the current macro-environment of the Fujian market pump industry,and the STP theory is used to analyze the Fujian regional competitors,and the Fujian market is subdivided and analyzed.Repositioning;Finally,Mc Carthy ’s new 4P marketing theory is used to propose improvements to the original marketing strategy of the E company ’s Fujian market from four aspects:people,processes,programs,and performance.Improve E company’s market share in Fujian,increase brand influence and obtain more profits for the company,and also hope that this article can provide reference for other related equipment sales companies. |
PDF Full Text Request