| In recent years,with the rapid development of domestic economy and the increasing improvement of people’s living standards,consumers pay more and more attention to indoor air quality.Many enterprises have transformed and invested in the R & D,production and sales of air purification products,and the number and scale of manufacturers producing air purifiers have only increased.With the development of the market,the core technology of air purification is becoming more and more transparent,which means that the market competition is becoming more and more fierce.Zhandi environment company needs to formulate a scientific marketing strategy and build a reasonable product marketing strategy research framework to improve its own benefits.Taking Hangzhou Zhandi Environmental Technology Co.,Ltd.(hereinafter referred to as Zhandi environmental company)as the research object,this paper analyzes the research purpose and significance of the marketing strategy of air purification products,and determines the research method.Through in-depth interviews and analysis of the company’s marketing data,this paper analyzes the current situation of Zhandi environment company’s management and the problems of product marketing,and puts forward the optimization scheme of product marketing strategy on this basis.From the research results,the marketing problems of air purification products of Zhandi environment company mainly focus on the lack of product competitiveness,the difficulty of channel cooperation and maintenance,the lack of product promotion,the lack of in-depth marketing concept of all staff,and the neglect of customer relationship management.Through further analysis,this paper finds that the main reasons for these problems are the shortage of funds for large-scale engineering projects and the lack of competitiveness of Zhandi environment company’s products in price.Zhandi environment Co.,Ltd.has a single channel construction method,and the company has less product promotion than the manufacturers.The employees of the company’s functional departments have inaccurate understanding of the company’s product marketing,the marketing personnel lack attention to the after-sales link of the products,and do not maintain the relationship with old customers for a long time.In order to solve a series of problems,this paper uses scientific marketing theories and methods to analyze the actual situation of the enterprise.Firstly,the STP theoretical model is used to analyze the market segmentation,target market selection and market positioning of air purification products.Then,according to the 4P theoretical model and the five forces model,this paper analyzes how to use the existing resources to obtain competitive advantage and optimize the marketing strategy,and discusses the choice of product competitive strategy through the SWOT analysis of products.Finally,it analyzes the optimization of marketing strategy from four aspects: product,price,channel and promotion,and puts forward the methods and measures to establish brand awareness,Improve the marketing effect of the company’s air purification products through all-round marketing strategy optimization.The research of this paper will help Zhandi environment company pay more attention to marketing in the future development,The research results can be used as the theoretical basis for manufacturers in the air purification industry to participate in market competition,and guide enterprises’ scientific decision-making and marketing practice.In addition,the research results have reference significance for the optimization of marketing strategies of products in different industries. |
