Marketing Strategy Of Leading-in Period For Water Bloom Early Warning System Made By Beijing Anheng Company

For over30years of reform and opening up, China’s economy has maintained rapid growth momentum, which has become an important force for world economic development. However, the natural environment, especially the water environment protection, was ignored for a long time in the course of economic development in our country, and water pollution has become a serious phenomenon. The water bloom of fresh water resources is one of the various water pollution phenomena, which will bring great harm to all aspects of production and life once it happens. The water bloom early warning system made by Beijing Anheng Company is a product that can provide comparatively acurate early warning to water bloom. This product is comparatively mature in technology, and has broad market prospect in China. But it has not widely cognized by target market yet, since it is still in the market introduction stage. This article studies the marketing strategy for this product in the market introduction stage.The introduction mainly introduces the research background, purpose and significance, contents and methods, and explains the foothold, research basis and significance of the article.Chapter1introduces the water bloom early warning system made by the Company, mainly including the brief introduction of Anheng Company, product profile and the features of leading-in period. Chapter2analyzes the early market environment of the product, briefly covering the macro environment, micro environment and the enterprise internal environment. On the basis of market analysis, this chapter explains the market demand using data and forms, and selects government, enterprises and schools as a target market. Chapter3deals with the marketing mix strategies of the product in leading-in period, including product strategy, channel strategy, price strategy and advertising strategy. Chapter4is a product import of the case studies. Chapter5presents the risk analysis of lead-in period and improvement measures.