【摘要】：隨著經(jīng)濟的迅猛發(fā)展和人們生活水平的不斷提高,人類在人工環(huán)境特別是建筑環(huán)境(室內(nèi)環(huán)境)中生活和工作的時間越來越長。在高度城市化的今天,人生超過90%的時間是在人工環(huán)境中度過的,其中,在建筑室內(nèi)環(huán)境中度過的時間更是高達88%。室內(nèi)裝修會產(chǎn)生甲醛、甲苯、氨、氡等有害物質(zhì)。這些有害物質(zhì)不但容易引發(fā)肺炎、氣管炎等慢性疾病,嚴重的甚至會導致孕婦流產(chǎn)、腦血栓、白血病等一些重大疾病。光觸媒凈化技術(shù)是目前市場上應(yīng)用較為廣泛的家裝凈化技術(shù)之一。由于目前國家沒有出臺統(tǒng)一的行業(yè)管理標準,家裝凈化市場格局混亂,光觸媒產(chǎn)品也良莠不齊。很多公司一擁而上,彼此之間的低價惡性競爭以及操作不規(guī)范等諸多問題伴隨而生。在這種市場環(huán)境下,對家裝凈化企業(yè)如何制定營銷策略的研究非常重要,只有在精準市場定位的基礎(chǔ)上制定了適當?shù)臓I銷策略,室內(nèi)空氣凈化環(huán)保公司才能沖破層層障礙,在混亂的競爭局面中獲得發(fā)展機遇。本文以偉聞環(huán)保技術(shù)有限公司光觸媒凈化產(chǎn)品在泉州家裝凈化市場上的營銷策略為研究對象。首先闡述了光觸媒凈化技術(shù)研究情況,結(jié)合市場細分、市場選擇、產(chǎn)品定位和環(huán)保產(chǎn)品營銷等理論和文獻資料,分析光觸媒凈化產(chǎn)業(yè)的市場形勢和存在的問題;面臨市場產(chǎn)品同質(zhì)化嚴重、市場競爭無序化嚴重等嚴峻形勢。本文以問題為導向,探討偉聞環(huán)保技術(shù)有限公司光觸媒產(chǎn)品在泉州家裝凈化市場上的營銷形勢,運用SWOT分析方法對偉聞環(huán)保技術(shù)有限公司光觸媒產(chǎn)品營銷所面臨的機會、威脅、優(yōu)勢和劣勢進行分析;在此基礎(chǔ)上,主要運用4Ps營銷理論從產(chǎn)品、價格、渠道和促銷四方面進行營銷策略組合,并提出從優(yōu)化組織結(jié)構(gòu)、完善公司企業(yè)制度、加強企業(yè)文化建設(shè)三方面確保偉聞環(huán)保技術(shù)有限公司光觸媒產(chǎn)品在泉州市場營銷策略順利實施。本文希望文章闡述的偉聞環(huán)保技術(shù)有限公司光觸媒產(chǎn)品在泉州市場的營銷策略可以為其它裝修凈化企業(yè)在拓展新市場時提供一種經(jīng)驗參考。
[Abstract]:With the rapid development of economy and the continuous improvement of people's living standard, people live and work more and more in artificial environment, especially in building environment (indoor environment). In a highly urbanized day, more than 90% of life time is spent in artificial environment, among which, the time spent in indoor environment is as high as 88%. Indoor decoration will produce formaldehyde, toluene, ammonia, radon and other harmful substances. These harmful substances not only lead to pneumonia, bronchitis and other chronic diseases, serious and even lead to miscarriage, cerebral thrombosis, leukemia and other major diseases. Photocatalyst purification technology is one of the most widely used home cleaning technologies in the market. As there is no unified industry management standards, domestic purification market pattern is chaotic, photocatalyst products are also mixed. Many companies are rushing in, with problems such as low-price, vicious competition and irregular operations. In this kind of market environment, it is very important to study how to make marketing strategy for home improvement and purification enterprises. Only when appropriate marketing strategy is formulated on the basis of accurate market positioning, can indoor air purification and environmental protection companies break through the obstacles. Get development opportunities in a chaotic competitive situation. This paper focuses on the marketing strategy of photocatalyst purification products in Quanzhou home improvement market of Weiwen Environmental Protection Technology Co., Ltd. Firstly, the research situation of photocatalyst purification technology is expounded, and the market situation and existing problems of photocatalyst purification industry are analyzed based on the theories and documents of market segmentation, market selection, product positioning and environmental protection product marketing. Facing the serious market product homogenization, the market competition disorder serious and so on austere situation. This paper discusses the marketing situation of photocatalyst products of Weiwen Environmental Protection Technology Co., Ltd. in Quanzhou home improvement purification market, and uses SWOT analysis method to analyze the opportunities and threats faced by Weiwen Environmental Protection Technology Co., Ltd. in the marketing of photocatalyst products. On this basis, 4Ps marketing theory is mainly used to combine marketing strategies from four aspects: product, price, channel and promotion, and put forward to optimize the organization structure and perfect the company's enterprise system. Strengthen the enterprise culture construction to ensure the smooth implementation of the photocatalyst products of Weiwen Environmental Protection Technology Co., Ltd in Quanzhou. This paper hopes that the marketing strategy of photocatalyst products in Quanzhou market of Weiwen Environmental Protection Technology Co., Ltd can provide a kind of experience reference for other decoration and purification enterprises in expanding new market.
【學位授予單位】：華僑大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;X324

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