Research On Marketing Strategy Of Haina Water Purification Technology Co., Ltd

Thirty years of reform and opening up Chinese, rapid economic growth, GDP average annual growth of9.67%of China’s total economy, become the world’s second largest economy, however, with the rapid development of economy, the excessive consumption of resources and serious damage to the environment, especially with our life be closely bound up of water pollution incidents continue to occur people on the safety of drinking water and drinking water, health highly attention caused, it is in this situation, the water industry has become one of the fastest growing China small household electrical appliances market in recent years in the industry, according to the September Beijing just after the HC Network "in2013China water purifier ten brand" the release of information, in2012China water purification market overall sales of about150Billion, Chinese mainland brand is about2000, competition is intense but not very strong brand to occupy the Chinese market.Haina water purification technology company since its inception, established the "Shenzhen Haina, service rivers" of the enterprise mission, focusing on international commercial water purification equipment R&D, production and sales, with the rapid development of China water purification industry, although many brands, but the average single brand sales of less than1000000, remarkable manufacturers living conditions, if the allocation to the hundreds of thousands of dealer sales head, sigh. At present, the water purification technology company in a solid foundation and strengthening of Shenzhen regional market, actively explore the Chinese inland water purifier market, fierce competition in the industry, how to talent showing itself in the increasingly fierce competition, develop an effective marketing strategy, is the main purpose of this research is my.In this paper, as the sea water purification technology company’s marketing strategy as the research object, using literature, case analysis, chart analysis and field survey research methods, reference to a number of marketing, strategic marketing and strategic management theory, the use of PEST, SWOT and other analytical methods, the sea water purification technology company’s external environment and the internal environment of the in-depth analysis, the company’s strengths and weaknesses as well as the environment opportunities and threats. And then use the Potter five forces model to analyze the degree of industry competition Haina water purification technology company, through the above analysis, to develop the sea water purification technology the company’s target market strategy, and that of the companies need to develop the product strategy, price strategy, marketing mix tactics strategy and promotion strategy. This paper also put forward the marketing measures and risk control measures to ensure the smooth implementation of marketing strategy.Through the research on the marketing strategy of sea water purification technology company, the author deeply aware of the company have the ability and resources and face the opportunities and challenges, the author also hope that through this paper clear sea water purification technology company’s strategic goal and the future development direction, by China water purification industry high speed development potential, continuously improve the core competitiveness of enterprises in market competition, let the sea water purifier become Chinese water purification industry well-known brands, to guarantee the safety and health of people drinking water, but also for the development of small and medium-sized enterprises Chinese water purification industry provide a reference and help.