污水处理设备营销策略研究 51页.pdfVIP

摘 要 随着经济的发展和人们生活水平的提高，环境质量越来越引起公众的重视，环 保意识造就了环保产业的兴起和发展。近年来，我国在环保方面的投资逐步加大， 约占全年 GDP 的 1.5%，其中污水治理投资约占总投资的40% ，因此国内污水处理 设备产业逐渐成为新的经济增长点。 本文遵循由宏观到微观、由整体到局部的思路对污水处理设备营销策略进行研 究。首先阐述了相关的营销理论，重点介绍了4Ps 和 4Rs 营销理论的内涵，对4Ps 策略中的价格策略实施要点进行了详细的阐述，然后从政治、经济、社会、技术环 境四个方面分析了行业宏观环境，运用波特五力竞争模型分析微观环境，从消费者 类别、购买动机和购买特点三个方面分析了消费者行为，在确定目标市场的前提下 界定了市场需求。在对行业市场分析的基础上根据行业的营销特点，运用 4Rs 营销 理论的关系策略、节省策略、关联策略、报酬策略四项核心要素对该行业的营销策 略进行了研究，对未来的营销策略进行了展望，提出了行业的营销策略中要树立知 识营销和竞争优势的理念，在观念上要从传统的单向营销向互动式、从传统交易式 向客户关系式转变，最后以河南开源公司为实证，从产品策略、价格策略、营销渠 道策略、促销策略四个方面分析了该公司的营销策略，提出了营销策略中存在的问 题及改进措施。 关键词 污水处理设备 营销策略 价格策略 I Abstract As the economical development and the improvement of people living standard, environment quality is paid more and more attention by the public. Brought up by environmental protection consciousness, environmental industry has developed very well these years. In recent years, the government gradually increase investment in environmental protection, approximately composes 1.5% of the whole year GDP. And 40% of the total investment is for sewage disposal. The domestic sewage treatment equipment industry has become the new increment of the economy. This article follows the theory from macroscopic to microscopic, conducts the research from the whole to the partial for sewage treatment equipment marketing strategy. Firstly, the article elaborates the marketing theorys development and the connotation of 4Ps and 4Rs marketing strategy with emphasis. In the 4PS strategy, the article carries on the detail of the main point of the price strategy. Secondly, it analyzes the profession macroscopic environment from the four