Sewage Treatment Equipment Marketing Strategy Research

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 theory's 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 factors of the politic, the economy, the society and technology. It uses the Baud five strength competition model to analyze the microscopic environment; it also analyzes the consumer behavior from the consumer type, the purchase motive and the purchase characteristic to define the market demand with making a target under the market premise. According to the analysis based on the industry characteristics, it forecasts the industrial future with 4RS marketing strategy. It uses the relationship strategy, retrenchment strategy, relevancy strategy and reward strategy to research the marketing strategy of this industry. It brings forward that we should build the idea of information marketing and competitive advantages in the marketing strategy of the industry. Finally we take Kaiyuan Company as an example, from the aspects of product strategy, price strategy, marketing channel strategy and promotion strategy to analyze this company's marketing strategy, proposed existed problems in the marketing strategy and measures of improvement.