Research On Marketing Strategy Of"Comfortable Home System"in Tangshan PH Technology Company

Comfortable home refers to the integration of central air-conditioning,heating system,fresh air,clean water,hot water,intelligent control system and so on in small building environment.In recent years,with the increasing demand for quality lifestyles,the concept of comfortable home is gradually gaining more recognition both from merchants and customers in the market with a broad market prospects.The development of comfortable home system is a supply-side reform demand aiming at overall delivery,higher efficiency and lower consumption and good service.As an integrator of comfortable home products,Tangshan PH science and Technology Co.,Ltd.,are applying a product supply and engineering system delivery model,which is far from meeting the high experience requirements of users,and needs new marketing strategies to cope with more advanced indoor environment requirements.Firstly,this paper analyzes the enterprise marketing environment from two aspects of industry macro and micro environment by using PEST analysis method and Porter's five force model,and discusses the external environment's objective influence on an enterprise's marketing strategy.Secondly,it analyzes the enterprise's internal strengths and weaknesses,external opportunities and threats by using SWOT analysis method,and provides the strategic basis for the marketing strategy decision-making of Tangshan PH science and Technology Co.,Ltd.Finally,with the overall environment analysis,the market subdivision,target market selection and final market positioning are carried out by using STP marketing method.Ultimately the middle class of 31-50 years old are locked as the target customers of the comfortable home system.According to the analysis results,this paper puts forward some practical measures of 4Ps marketing strategy according with the actual operation from four aspects: product,price,place and promotion.Meanwhile,it supplements and develops the 4Ps marketing strategy to meet the needs of consumers.The emphasis of the marketing strategy and the standardized steps of the strategy implementation are clarified.This research can provide theoretical basis and practical reference for constructing and developing new marketing strategy of comfortable home system.