Optimization Research On AAF Company’s Air Filter Marketing Strategy Based On Market Segmentation

Since its establishment,AAF Company has mainly focused on the manufacturing and sales of industrial air filters.At the same time,the growing environmental awareness of residents has continuously generated a demand for civilian filters.In addition to the serious smog around the country in the past few years and the outbreak of the COVID-19,consumers have been deeply aware of the importance of air filtration.Facing to the promising air filter market,how to expand the performance share of the company’s civilian filters,optimize and develop effective marketing strategies have become important issues that AAF company urgently needs to solve.This thesis focuses on the research and will segment the consumer market of AAF,and provides reasonable suggestions for each segment.Firstly,this thesis reviews the research status of 4P and STP theory at home and abroad.Secondly,this thesis introduces the company’s basic situation from company’s development,main products,corporate culture and so on.And then the thesis also describes AAF marketing status in detail based on the company’s internal data and actual condition.Moreover,the current marketing strategy of AAF is also analyzed and explained from the perspective of 4P,the problems raised are also analyzed one by one.Then,the PEST analysis method was used to analyze the macro environment of AAF from four aspects:political environment,economic environment,cultural environment and technological environment.In addition,this thesis adopts Porter’s five-forces model.The microenvironment of AAF is analyzed in detail from five aspects:supplier bargaining power,buyers’ bargaining power,the threat of substitutes,the threat of potential entrants,and the competition between the existing companies.Once again,the thesis summarizes and analyzes the current consumption situation of filter consumers through a survey questionnaire.Based on the data from the survey questionnaire,using SPSS software and cluster analysis methods,filter consumers are roughly divided into three categories.According to the characteristics of each category consumers,marketing optimization suggestions are implemented for these three types of customers.Finally,this thesis also elaborates on the guarantee measures for the implementation of marketing strategies.This thesis has a crucial guiding significance for the filter industry which is full of market competition,and also has reference value for the future marketing of air filters.At the same time,it is also very important for the market activities of other household appliance industries in the market.