Research On Water Treatment Chemicals Marketing Strategy Of Blue Sky Corporation

Water treatment chemicals can improve water quality and increase the recycling rate of industrial water.It is an important material and supporting condition for the strategy of energy conservation and emission reduction.With the decline of the economy,the main market of water treatment chemicals of Blue Sky corporation is shrinking,and then a reasonable marketing strategy is urgently needed to achieve new marketing growth.This thesis first introduces the overview and research status of water treatment chemicals industry and puts forward the problems of the decline in sales volume and selling profit that Blue Sky encounters in developing its market.In the thesis it briefly describes the customers of the business market and their purchasing characteristics,the requirements and methods of business market segmentation and the marketing strategies of business.And then it analyzes the competition structure of water treatment chemicals industry by using the five-force mode,expounds the general situation and threats of Blue Sky’s main competitors as well as analyzes the existing problems of Blue Sky in product,channel,price and marketing communication etc.By using the “Two-stage subdivision method”,it subdivides macroscopically the water treatment chemicals market from the dimensions of application area and geographic region.It also describes Blue Sky’s resources advantages in terms of factory history,product,region and policy and discovers the rapid growth of demand of sewage disposal and anti-penetration wastewater disposal market segments as well as the market opportunities brought by “The Belt and Road” policy.The thesis analyzes and assesses the attractiveness of different segment markets and establishes five target markets,namely domestic raw water treatment market,circulating cooling water treatment market,urban sewage treatment market,industrial sewage treatment market and overseas circulation cooling water treatment market.Combing with corporation development goal,this thesis classifies Blue Sky as the follower of “The First Phalanx” enterprises and carries on differentiation strategies in different target markets.In the end the thesis proposes strategies that tally with the actual situation of Blue Sky,that is,in the product strategy,the company should strengthen independent research and development and improve technology ability to form overall product plan and strictly control the quality to build the enterprise brand;in the channel strategy,the company should build project-type sales team,strictly manage the middleman and make use of e-commerce to resolve channel conflicts;in price strategy,the company should adopts demand-oriented strategy appropriately based on cost-oriented strategy to increase customer value and improve sales volume and profit;in marketing communication,the company should integrate every communication mode,improve marketing communication efficiency by improving team quality and conducting separated communication to set up a good enterprise image as “The First-class Water Treatment Specialist in China”.