| With the continuous expansion of urban space,accelerated urbanization and increased urban population,urban tap water supply has become a fundamental element of high-quality development.With the rapid development of the Internet of Things,big data and AI,the intelligent and information technology of water is an important content and inevitable trend of the transformation and upgrading of traditional water enterprises.The development of smart city also drives the development of smart water.The supporting policies successively issued by the state,such as "The Guiding Opinions on Promoting the healthy development of smart City " and "The Development Plan of National Strategic Emerging Industries in the 13 th Five-Year Plan Period",All of them indicate that the development of smart water will be a major trend in the future.Water supply,which is the basis of people’s production and livelihood,is also included in the object of smart development.Since 2014,the national support policy for the smart water industry has been constantly developing and changing,experiencing a dynamic development process from "intelligence" to "smart".Under the background of national digitization and water saving,the digital transformation of water industry has been accelerated,which is both an opportunity and a challenge for H Technology Company.Since its establishment,H Technology Company has gradually become a holistic solution provider for intelligent construction in the water field from building basic water supply dispatching system.However,due to the rapid development of smart water business in recent years,many Internet companies have also taken a share of the action,and the industry competition is becoming increasingly fierce.So how to use its own technology and R&D advantages? In order to occupy more shares and seize more opportunities in the future smart water market,it is necessary to analyze the existing marketing strategies,combine the theories of management and marketing,analyze the causes of problems,and work out specific solutions according to the causes.By referring to various materials,this paper understands the concept and characteristics of smart water,the development status and marketing strategy of smart water,analyzes the business status and marketing problems of H Technology Company by combining marketing theories,analyzes the macro environment from the marketing environment,and then conducts research according to the industry status quo,competitors and customers in the micro environment.Finally,the company’s strengths,weaknesses,opportunities and threats are found.By comparing the same type of enterprises,this paper draws lessons from the successful marketing experience of other excellent smart water enterprises,and draws lessons and enlightenment,and develops the development ideas of smart water marketing for the company in the future.By adopting differentiated marketing strategy and combining 7Ps marketing theory,In-depth research and development of marketing strategies from product,price,place,promotion,people,process and physical presentation.In order to implement the marketing strategy smoothly,this paper also puts forward safeguard measures for H Technology Company’s smart water business marketing strategy from the aspects of organization and system,human resources,capital and technology,and finally makes a summary and outlook.The purpose of this paper is to help the company improve the actual economic benefits in the market development,promote the sound development of enterprise smart water business,enhance the market competitiveness,and provide reference for other companies engaged in smart water business. |
