Changjiang Environmental Protection Co., LTD Marketing Strategy Research

Global environmental protection industry has grown rapidly in the 21 century, and has become an important force for economic growth. What’s more, it has become an important objective and critical of innovation and adjustment of industrial structure in our country. September 2010, the state council positioned energy-saving and environmental protection industry as the most important of the seven strategic emerging industries. According to the National Twelfth Five-Year Development Plan, "Twelfth five-year" period, the environmental protection industry investment will reach 3.6 trillion, and during the period of "11th five-year plan" environmental protection industry investment is 1.6 trillion.Thus, by an average 15% to 17% of China’s energy saving and environmental protection industry rapid development speed.As a leading environmental protection company in Guangdong province and the whole country, as well as a listed company both in Hong Kong and mainland, Dong Jiang Environmental Company Limited (hereinafter referred to as "Dong Jiang") has maintained a rapid growth in the past few years and achieved good results in the waste collection industry and recycling business areas. However, as the continual expansion of company, it is necessary to analyze the market conditions and clear the positioning strategy in order to maintain the market competitive advantage. This thesis is aimed to sort out the market strategy and better positioned the core business. In this way the company can promote the development of advantage business and give up the disadvantaged business so as to achieve sustainable development of the company.This article from the marketing research status and development situation of Chinese environmental protection industry as a whole, the development of environmental protection of dongjiang river, organizational structure, the main business and technical level are introduced, and using PEST analysis method for the company’s political, economic, social and technological analysis, using the potter five model analysis method, the buyer and the supplier of the company substitutes, existing competitors and potential competitors are analyzed. On this basis, this article analyze the existing problems in market positioning and some factors need to be considered in the future development of new strategic market positioning, and only in this way, Dongjiang can be the most comprehensive services environmental service providers with the most complete industrial chain and business qualifications.This paper studies only for a particular company, but the empirical research of dongjiang environmental protection company, analyzing the market situation, strategy and marketing mix strategy train of thought have certain reference significance and reference value to the same type enterprise.