Research On Marketing Strategy Of Swimming Pool Pump Project In Southern Pump Industry

The recovery of downstream industries such as swimming pools and spas provides a strong guarantee for the development of the pool pump industry.In the post-epidemic stage,with the recovery of the economy,the downstream industry has gradually warmed up,driving the overall development of the pool pump industry,and the demand for pool pumps is increasing.From the perspective of foreign markets,the technology research and development capabilities,production capacity and market pattern of the pool pump industry are relatively stable,and the main enterprises are mostly large-scale and group manufacturing enterprises.The Chinese market occupies the dominant position in the pool pump industry with small and medium-sized enterprises,the concentration of the industry is not high,and the distribution is relatively scattered,resulting in chaotic competition in the pool pump industry,fierce market competition,and serious low-price competition.This study takes the swimming pool pump project of Nanfang Pump Industry Co.,Ltd.,a subsidiary of Nanfang Zhongjin Environment Co.,Ltd.,as a case study in this paper,and uses the literature method,survey method,qualitative analysis method and other research methods to study the marketing strategy of the swimming pool pump project of Nanfang Pump Industry.Firstly,the relevant concepts of the paper are expounded,such as marketing domestic sales and marketing strategies,and marketing theories such as 4P theory and STP theory;Secondly,the Porter Five Forces Model is applied to study the competition situation in the industry;Then,according to the SWOT matrix,the advantages and disadvantages of the pool pump products in the southern pump industry,as well as the opportunities and threats faced,are comprehensively analyzed.According to the above research conclusions,the relevant marketing strategies have been formulated for the specific conditions of the pool pump project in the southern pump industry,mainly including market segmentation strategies and combination marketing strategies;Finally,according to the characteristics of the marketing strategy of the swimming pool pump project in the southern pump industry,corresponding safeguard measures are proposed for the enterprise.This article mainly studies the marketing strategy of the swimming pool pump project in the southern pump industry.The company’s internal and external environment is analyzed,a detailed market analysis of the products is carried out,and the appropriate target market is selected.The study found that the southern pump industry has always attached great importance to marketing,although the effect is more obvious,but there are still some problems;In terms of product strategy,problems such as insufficient product differentiation,single product variety and slow product update;In terms of price strategy,there are problems such as high pricing and poor flexibility of price strategy;In terms of channel strategy,there are problems such as the lack of single channel and the diversification of channels;In terms of promotion strategies,there are problems such as lack of innovation in promotion methods;Although the southern pump industry can achieve great success in the Chinese market,there are still many market strategy issues that need to be gradually improved,otherwise it will affect the market development of the swimming pool pump project of the southern pump industry.According to the actual situation of the enterprise,strengthen the attention of the company’s leaders,establish a specific sales team,and clarify the responsibilities of functional departments.In addition to these,we should also strengthen the training of sales personnel,such as professional and technical training,negotiation skills training,etc.,establish an effective incentive system to stimulate team enthusiasm,strengthen the technical and management innovation of enterprises,and be more in line with the strategic development plan of enterprises.This paper draws the following conclusion,in terms of product strategy,the swimming pool pump project of Southern Pump Industry needs to adjust product differentiation and brand differentiation strategy;In the price strategy,the following adjustments should be made: one is to optimize the pricing of products,the other is to improve price management,and the third is to optimize the supply chain to reduce the procurement of products.In terms of channel strategy,increase marketing to key customers and give high-quality dealers authorized sales;In terms of marketing strategy,it is necessary to implement professional group promotion market strategy,new media communication and promotion market strategy and other strategies.