污水处理设备营销策略研究

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1、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，我国在环保方而的投资逐步加大，约占全年GDP的1.5%,其屮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策略屮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

2、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，捉出了行业的营销策略屮要树立知识营销和竞争优势的理念，在观念上耍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，垠后以河南开源公罚为实证，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AbstractAstheeconomicalde

3、velopmentandtheimprovementofpeoplelivingstandard,environmentqualityispaidmoreandmoreattentionbythepublic.Broughtupbyenvironmentalprotectionconsciousness,environmentalindustryhasdevelopedverywelltheseyears.Inrecentyears,thegovernmentgraduallyincreaseinvestmentinenvironmentalprotection,a

4、pproximatelycomposes1.5%ofthewholeyearGDP.And40%ofthetotalinvestmentisforsewagedisposal.Thedomesticsewagetreatmentequipmentindustryhasbecomethenewincrementoftheeconomy.Thisarticlefollowsthetheoryfrommacroscopictomicroscopic,conductstheresearchfromthewholetothepartialforsewagetreatmente

5、quipmentmarketingstrategy.Firstly,thearticleelaboratesthemarketingtheory'sdevelopmentandtheconnotationof4Psand4Rsmarketingstrategywithemphasis.Inthe4PSstrategy,thearticlecarriesonthedetailofthemainpointofthepricestrategy.Secondly,itanalyzestheprofessionmacroscopicenvironmentfromthefour

6、factorsofthepolitic,theeconomy,thesocietyandtechnology.ItusestheBaudfivestrengthcompetitionmodeltoanalyzethemicroscopicenvironment;italsoanalyzestheconsumerbehaviorfromtheconsumertype,thepurchasemotiveandthepurchasecharacteristictodefinethemarketdemandwithmakingatargetunderthemarketpre

7、mise.Accordingtotheanalysisbasedontheindustrycharacteristics,itforecaststheindustrialfuturewith4RSmarketingstrategy.Itusestherelationshipstrategy,retrenchmentstrategy,relevancystrategyandrewardstrategytoresearchthemarketingstrategyofthisindustry.Itbringsforwardthatweshouldbuildtheide