Research On Marketing Strategy Optimization Of Air Purification Products

With the vigorous development of China's real estate industry,the market of new houses and office buildings after decoration is becoming larger and larger.Consumers pay more and more attention to indoor pollution after decoration.Indoor air purification industry(including formaldehyde removal,odor removal,air purifier,fresh air system,etc.)is becoming larger and larger.From 2014 to 2017,the annual scale is increasing.At least 23% faster,the 2018 forecast will increase to 32 billion 200 million yuan market size.At present,there are many indoor air purification enterprises(more than 7,800 enterprises),but the average strength is weak,regional small brands are in the majority,few national brands,leading enterprises sales just over 100 million.H Company as a new entrant in the industry,although with a good academic background and invention patents as a competitive edge,but because the brand launch time is relatively short,in the face of the market leader and is facing national promotion,and small and medium-sized brands are still emerging rapidly,the need for the company's marketing strategy relationship Integration of thinking and layout,accurate competitive positioning and marketing strategy to achieve rapid growth,and strive to become a leading enterprise.Through PEST analysis of indoor air purification products related to the domestic macro-economic and political environment,through the five-force model analysis of competitive environment and competitors,through 4Ps marketing tools to review the status and problems of air purification products marketing.On the basis of a comprehensive and systematic summary of the internal and external environment,this paper chooses a competitive strategy suitable for H Company;on the basis of a quantitative survey of the needs of target consumers,uses STP theory to orient the market,and finally puts forward reasonable suggestions and safeguards for H Company to improve the combination of 4Ps marketing strategies.With the intensification of competition in the indoor air purification industry,the advancement of new media,new technology,new retail concepts and technologies,technology,products,prices,channels,promotion and other marketing means will change dramatically.Therefore,this study not only has an important guiding role for the rapid growth of H company,but also for the formation of a monopoly has not yet been formed.In the fully competitive market segments,the latecomer firms can play a role in competition.