Study On The Marketing Strategies Of Integrated Municipal Solid Waste Disposal Equipment Of Henan Asia-Pacific Company

Henan Asia-Pacific Energy Technology Co., Ltd. (hereinafter referred to as Asia-Pacific Energy) was established in 1996, and it is a professional company engaged in the research and development, production and sales of the integrated municipal solid waste disposal equipment. Recently, with the further input of the state and society in the environmental protection course and constant market development, the company expands rapidly, and builds the production base that can produce 300 sets of environmental protection equipment and 50000 tons of biodiesel, realizing the sustainable development. However, foreign environmental protection giants and large-scale state-owned enterprises gradually step into the manufacturing field of domestic environmental protection equipment, and the company has been faced up with fiercer and fiercer market competition. Currently, how to strengthen the marketing management has already become the major task confronted by the company. Therefore, the study on the marketing strategies of the products will be of great significance for the improvement of economic benefit and maximization of marketing profit.In this paper, the marketing status of Asia-Pacific Energy is analyzed, its advantages and disadvantages, as well as the main problems in the marketing mode are found out through the analysis of internal and external environment, and meanwhile, corresponding suggestions to the marketing strategy are proposed for these problems. This study would be favorable for Asia-Pacific Energy to gain initiatives in the varying market environment, make use of all resources effectively, and avoid the waste of manpower and material. As the forerunners in the environmental protection equipment manufacturer, the small and medium-sized private enterprises are just like the Asia-Pacific Energy, confronted by the compression from the foreign environmental protection giants and large-scale state-owned enterprises. Comprehensive marketing thoughts and marketing strategies of environmental protection equipment of the small and medium-sized private enterprises offered in this paper will also be of certain reference value.In this paper, advantages and disadvantages of the Asia-Pacific Energy are analyzed by quoting classical marketing analysis tools, such as PEST model, SWOT analysis model and Michael Porter’s Five Forces, etc., and the marketing strategy of Asia-Pacific Energy is made by quoting the STP strategy and 4P marketing strategy combination. It is considered that Asia-Pacific Energy shall input limited resource into products, channels and promotion, enlarge the input in scientific research, fulfill the cost optimization, improve the equipment quality, and develop new products. As for the channels, it shall develop the network channel resource and agent channels greatly based on the consolidation of current traditional channels; as for the promotion, it shall enhance the connections with terminal customers, put in advertisement accurately, and intensify the advertising and promoting of brands. It hopes to carry out beneficial exploration for business thoughts and the making of marketing strategies for Asia-Pacific Energy, so that it can cope with the fierce market competition and realize the leapfrog development.