| With continuous increase of the process of urbanization and industrialization,people’s lives are troubled more and more by atmospheric pollution. In recent years,many kinds of anti-haze products become more popular due to atmospheric environmentis getting worse. It is no doubt that the most popular product is air purifier. The severityof haze increases sales of air purifier directly. More and more companies are aware of theopportunity. They attempt to seize the market. Some of propaganda exaggerated effect,even deceive consumer. But in fact the type and extent of contamination of indoor airpollutants are more numerous and severe than people think. Even indoor air is morecomplex and difficult to handle than the outdoor air. It is difficult to let consumers makeright judgments when they decide to buy an air purifier because of the lack of refinednational standards. Chinese government has insisted to invest a lot of supports onenvironmental protection to improve people’s livelihood consistently. New nationalstandards of air purifier will be forthcoming to make industry more systematic andstandardized in2014.Based on HJP launched new indoor air handler marketing strategy formulation, byusing combination of theory and practical way to study new product diffusion undercompetitive environment. It will start from the status quo of current atmosphericenvironment and indoor environment in China, to elaborate measures of controllingenvironmental pollution. Describes various types and technology of air purifiers tohorizontal comparison on the market in simple terms. Further analyze the demand andsupply of air purifier market. Do market segmentation to definite target market. Presentnew product diffusion strategy based on HJP air handler, analyze how to implement newproduct diffusion strategy according to national policies, network platform, CRM andrisk control. The thesis discussed how to achieve new product diffusion when enterpriseis facing an opportunity. |
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