| In early 2013,a serious smog across China introduced air pollution to everyone.With the improvement of living quality,more and more people begin to pay attention to health problems,and the air purification industry start to boost like driving on fast lane.F Company has always been committed to using technology to create a comfortable indoor health environment.In order to help the society solve the problem of indoor air pollution,the Air Purification Department was established in 2014 to focus on the development of indoor air purification ventilations.However,with the continuous revolution of the market,F Company has restricted its further development due to the lack of abundant products and frequent personnel turnover.This thesis takes the research of F Company's marketing strategy as example,comprehensively applies the Porter Five Forces model and SWOT analysis method to analyze the external and internal marketing environment of F Company's indoor air purification ventilations business.Then,based on the 7Ps theory of marketing,analyze the status quo and problems of F Company's current marketing environments and problems.Chapter 5 proposes marketing strategies one by one for optimizing the air purification business of F Company which based on STP theory and 4Vs theory.In the aim of helping F Company maintain its business growth in an increasingly competitive environment,and also gaining target margin.The article finally formulated safeguard measures that should be implemented in order to achieve the marketing strategy.With multi-angle research,this thesis has come up with the following targeted optimization strategies: First,reconsidering the brand strategy,repositioning the brand image and defining the target market.Second,enrich the product line base on variation strategy,and try to avoid Red Sea competition directly.At the same time,improve the internal staff assessment system,talents retain system and mobilize everyone's subjective motivation.Then,develop more sales places,evaluate the size of the channel to protect and support brilliant buyers.Finally,improve after-sales service capabilities to make sure that customers don't have to worry after purchase. |
