Research On Marketing Strategy Of H Company For Environmental Water Monitoring Market Transition

In recent years,with the national environmental protection efforts to strengthen the strict control of high-energy-consuming enterprises,H company's main customer thermal power plants are facing the threat of market shrinkage.At the same time,the competition between the suppliers of the water quality monitoring field is increasingly fierce,and H company's own product line is single,the growth of enterprises is weak.Under this background,through the analysis of potential target market,the research of new target market customers,combined with the enterprise's own advantages,so as to provide the basis for H company to build a new marketing strategy,in order to achieve the sustained and stable growth of H company is the main purpose of this paper.Firstly,this paper describes the development trend of H company's main customers,and analyses the competition among the same industries.By analyzing the company's operating status,it concludes that H company's performance growth slows down and faces the dilemma of weak growth.Next,through the analysis of the new market opportunity environment of the water quality monitoring industry,the potential of each subdivision market of the water quality monitoring industry is evaluated.The attractiveness of the subdivision market structure is evaluated by using the five-force model,and the advantages,disadvantages,opportunities and threats of the enterprise itself are analyzed.Finally,the future potential users are investigated,mainly focusing on the demand characteristics and brand preferences of new users.The research data are combined with relevant theories,and the conclusion is drawn that H company can construct a marketing strategy to enter the new market.The significance of this study is to evaluate the potential of the new target market based on the current situation of the water quality monitoring industry of H Company,through the analysis of the main problems it faces and the current situation of the industry,so as to provide the basis and reference for H Company to construct a new marketing strategy.At the same time,the data analysis results of H company's industry and some related theories in this paper can also provide reference for other enterprises under the same background.