Study On The Environmental Protection Ventilator Marketing Strategy Of SH Compay

With the rapid development of market economy in China, the new opportunity is provided for environmental protection industry. However, the global economy has encountered an inflection point since the economic crisis in year2008, and the uncertainty as well as the complexity at home or at abroad increase, that makes environmental protection industry faces both new opportunities and challenges. In this context,the products are increasingly homogenization and the competition become more and more fierce. If there is no innovation in the marketing strategy, the enterprises will be trapped in this bloody ocean of competition. Therefore, the analysis of the current situation and exsisting problems of SH company which specialize in anti-corrosion environmental ventilation equipment production and sales, and how to make use of its own advantages, grasping the development opportunity, actively respond to the threats, and formulating the corresponding marketing strategy, has an very important practical significance.This dissertation takes SH company’s marketing strage as study object, to research and analysis its existing marketing strategy by using the theoretical knowledge of marketing and "SWOT" methods. To find out the problems and shortcomings in SH company, the writer makes a thorough inquiry in its current superiority and inferiority, opportunities and challenges, then through the market segmentation and positioning, put forward some strategic improvement and adjustment in aspects of products, pricing, sales channel, promotion, branding and relationship marketing, which are based on the "4Ps" marketing mix. Like customer value-oriented, product portfolio optimization, brand building, pricing integration, perfecting distribution channel, promotion way enrichment, establishment of good trade partnership, comprehensive improvement for customer value, and some specific measures of implementation for the marketing strategy, are all included in the strategic improvement and adjustment. Hopefully, this thesis will bring inspiration and practical significance not only to SH company, but also to the field of the related industries.