Research On Solutions Marketing Strategy Of Environmental Protection Equipment Products Of W Company

In September 2020,President Xi Jinping proposed at the 75 th session of the United Nations General Assembly that carbon dioxide emissions should peak by 2030 and that efforts should be made to achieve carbon neutrality by 2060.The "double carbon" target has provided new opportunities and challenges for the development of China’s environmental protection industry.As a listed company in the waste treatment and environmental management sector of the environmental protection industry,W is a professional waste treatment equipment integrated listed company in the environmental protection industry and has successfully implemented thousands of large-scale engineering equipment projects since its establishment in 2003.The company’s current marketing approach is mainly product-based brand marketing,which has contributed to the company’s business growth within a specific scope.However,in recent years,due to the epidemic,the overall economic environment has been recessionary and the growth rate and magnitude of W’s business has been declining year on year,making it difficult to achieve the set performance targets.On the other hand,with the advent of the internet and the era of big data,the environmental protection industry is changing rapidly and waste treatment technologies are constantly being innovated,so the traditional product-led marketing model has become an obstacle to increasing innovation in the business.This thesis begins with W’s existing resources and capabilities,followed by an analysis of W’s development in the market in the context of relevant marketing theories,focusing on the macro environment,competitive dynamics and consumer behaviour in which W is currently operating,with market demand as the core.Based on the factors affecting the demand for W’s products,a new marketing idea-solution-based marketing-is proposed,taking into account the problems encountered by W.After that,the solution marketing process and concept based on the 3C theory are proposed,and the specific strategy of solution marketing is formulated by combing the process with the actual situation of Company W,in order to break through the current marketing dilemma of Company W.