g企业建筑外墙保温产品营销策略改进分析

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1、万方数据AbstractDuetohuman’Scontinuousconsumptionglobalresources，theenvironmenthastheenvironmenthaschanged．Andtheenvironmentalprotectionhasbecomeafocusaroundthewholewordwithincreasinglypeople’Sattentionpaidtolivingenvironment．AIlcountriesintheworldhaveenhancedtheirstandardsforenvironmentalprotecti

2、onconstantly．Theypaymoreattentiontotheenergyconservationsinceitplaysanimportantroleinenvironmentalprotection．．Inallbuildingenergyconsumption,energyconsumptionofbuildingenvelopoccupiesalargerproportion．Andtheexteriorwallareaoccupiesthemostareaofthebuildingenvelop．Sincetheexternalwallthermalinsu

3、lationtechnologyprocessingplaysimportantrolesinreducingbuildingenergyconsumptionandimprovingtheindoorcomfortability，theexternalwallthermalinsulationtechnologyhasemergedasthetimerequire．Accordingtothedevelopmenthistoryofdomesticandoverseasbuildingwallinsulationtechnologies，theinsulationoutsidet

4、heexteriorwalltechnologyhasgraduallybeenwidelyusedinexternalwallthermalinsulation．Externalwallthermalinsulationproductsalsobecomemoreandmorepopular,whichhaveabroadmarketprospect．Chinastartedlateinbuildinginsulation．Itarousedattentionsince1970s．Withthecompulsoryexecutionofthenationalstandardfor

5、energyefficiencyinbuildingandthefurtherstandardizationoftheexternalwallthermalinsulationindustry，themarketcapacityoftheexteriorwallthermalinsulationindustrywillbeexpandedfurther．Thus，theindustryisabundantinlimitlessbusinessopportunities．Theexteriorwallthermalinsulationindustryhasapromisingfutu

6、re．Accordingtorelevantdatastatistics，by2014，thenumberofenterprisesrelatedtobuildinginsulationindustryhassurpassed10thousands．Thoughthenumberislarge，thewholescaleiSstillrelativelysmaller．ThemarketcompetitioniSnotstandardbutfierce．Thus，howtoseizemarketopportunities，enhancethemarketshareandmakeef

7、fectivemarketingstrategieshavebecomefocusesfortheenterpriseG，whichproducesproductsusedinthermalinsulationoutsidetheexteriorwall．Therefore，inthispaper，theauthorbasedonthe4CbasictheoriesofmarketingandusedPESTresearchmethods，startedfromcur