Research On Marketing Strategy Of C Company 3M Water Purifier

With the continuous improvement of China’s economic level and the living standards of residents,consumers are paying more and more attention to environmentally friendly products.There are more than 80% of household to use water purifiers in developed countries,while the penetration rate in China is only 2%.It can be seen that the development prospects of this product in China are significant.This paper analyzes the market of Chengdu Jinsong Marketing Co.,Ltd.,which is the agent of 3M water purifier.Through the case analysis method,comparative analysis method,literature review method,quantitative and qualitative combination method and other research methods,the marketing environment analysis was carried out,and the current problems of the company were clarified.Combined with 4C marketing theory,it puts forward practical marketing guidelines and safeguards for the company’s better development.Specifically,this article has five chapters:The first chapter,introduction,introduces the research background,significance,methods and innovations of this paper.Pointed out the development status of the water purifier industry and the guiding significance for Chengdu Jinsong Marketing Company.The second chapter deals with the theoretical knowledge of marketing,such as: 4PS marketing theory,4CS marketing theory,STP marketing theory,PEST analysis tools,five-force model,SWOT analysis tools.The third and fourth chapters mainly focus on internal and external environmental analysis and problem diagnosis for the companies studied in this paper.In the company’s marketing,there are problems such as insufficient integration of customer resources,high purchase cost of customers,inconvenient customer purchase,and obstacles in customer communication.The fifth chapter puts forward the appropriate marketing strategy and implementation plan for Chengdu Jinsong Marketing Company based on the forward analysis results: the suggestion is based on the customer’s point of view,using 4CS marketing theory from four aspects: customer,cost,convenience and communication to diagnose and solve the marketing problem of 3M water purifier of Chengdu Jinsong Marketing Co.,Ltd.