污水处理设备营销策略研究

IGDP1.5%40%4Ps4Rs4Ps4RsIIAbstractAstheeconomicaldevelopmentandtheimprovementofpeoplelivingstandard,environmentqualityispaidmoreandmoreattentionbythepublic.Broughtupbyenvironmentalprotectionconsciousness,environmentalindustryhasdevelopedverywelltheseyears.Inrecentyears,thegovernmentgraduallyincreaseinvestmentinenvironmentalprotection,approximatelycomposes1.5%ofthewholeyearGDP.And40%ofthetotalinvestmentisforsewagedisposal.Thedomesticsewagetreatmentequipmentindustryhasbecomethenewincrementoftheeconomy.Thisarticlefollowsthetheoryfrommacroscopictomicroscopic,conductstheresearchfromthewholetothepartialforsewagetreatmentequipmentmarketingstrategy.Firstly,thearticleelaboratesthemarketingtheory'sdevelopmentandtheconnotationof4Psand4Rsmarketingstrategywithemphasis.Inthe4PSstrategy,thearticlecarriesonthedetailofthemainpointofthepricestrategy.Secondly,itanalyzestheprofessionmacroscopicenvironmentfromthefourfactorsofthepolitic,theeconomy,thesocietyandtechnology.ItusestheBaudfivestrengthcompetitionmodeltoanalyzethemicroscopicenvironment;italsoanalyzestheconsumerbehaviorfromtheconsumertype,thepurchasemotiveandthepurchasecharacteristictodefinethemarketdemandwithmakingatargetunderthemarketpremise.Accordingtotheanalysisbasedontheindustrycharacteristics,itforecaststheindustrialfuturewith4RSmarketingstrategy.Itusestherelationshipstrategy,retrenchmentstrategy,relevancystrategyandrewardstrategytoresearchthemarketingstrategyofthisindustry.Itbringsforwardthatweshouldbuildtheideaofinformationmarketingandcompetitiveadvantagesinthemarketingstrategyoftheindustry.FinallywetakeKaiyuanCompanyasanexample,fromtheaspectsofproductstrategy,pricestrategy,marketingchannelstrategyandpromotionstrategytoanalyzethiscompany'smarketingstrategy,proposedexistedproblemsinthemarketingstrategyandmeasuresofimprovement.KeyWords:SewageTreatmentEquipmentMarketingStrategyPriceStrategy(“”)::::111.1,,,2005,45%,5060%2010,60%,[1]703019701985198619951996[2]21.2901.3[3]34Ps4Rs4Ps1.4-422.1[4]2.1.11900-1920··1921-194519421946-1955195251956-19651960196419651966-1980··1971·19676·1981-19931981“”1983“”1985“”“”1986“”902.1.2904Cs()[5]90(IntegratedMarketingCommunicationsIMC)[6]720014Rs(Relationship)(Retrenchment)(Relevancy)(Reward),[7]4CIMC4R4P4P4P4C4R4P4C4C4R4R4C[8]82.22.2.14Ps4PsProduct(Price)(Place)(Promotion)19604Ps1)[9]2)12394103)[10]4)2.2.24Rs(Relationship)(Retrenchment)(Relevancy)(Reward)4Rs4Rs11123[11]3.13.1.120003321120016.133.1.2[12]8015%420010003.1.3--[12]14WTO3.1.420054.280%3.21980[13]153-1163.3[15]3.3.1:17BOT3.3.23.3.3183.4[16]19:::SBR3.5203.6213.13.1MCPDMCPD22,152523952010200025%201045%201040%3.86.7858m31290m350%60%70%[14]2006201030003.2m3/d13221485516514461557984648493376117.850106.5402003272444.1254.24Rs[18]WTO4Rs4Rs4.14.144Relationship1.2.Retrenchment1.2.Relevancy1.2.Reward1.2.B4.2.1265[19]1127221234284.2.24.2.329[18]4.2.44.330[20][21][22]314.44.4.1“”4.4.2323355.1195680ISO9001AAA6.5552107OTVMTI5.2345.1YZKYGLGGCXGCLYLSBZDBZSQBQTBPNZPNGPNJPNJXPNZXPNBPNHNSTPPNSJSXSXCDYLDYT355.3802010~20%5.22001~20052001200220032004200552205756601287901003059063060072088011.3%10.9%9.98%8.19%8.77%620578550532552(/)8.419.9610.916.518.175.4SWOT(Opportunities)(Threats)(Strengths)(Weaknesses)365.3SWOTSWOTSBR5.54Ps375.5.180%90%385.5.25.5.3,,398OTVMTI405.5.45.5.51214123453:42::4125.5.643MarketingInformationSystem[23]4445MBA46[1]..:.2001[2]...2003(15):27-28[3]..2001[4]....:.2001[5]..:.2004[6].,...:.2005[7]..4R-4P.:.2003[8]A...:.2003[9]()P.R..10.:.2001[10]...2000(9):28-29[11],..:.2000[12]...:.1997[13]2010[14].J....:.2003[15]...2006(2):128-129[16],...2004(9):74-77[17]...2006(1):15-16[18]..:2004(2):33[19]...2002(7):34-35[20],...1999(11):25-26[21]()...:.2003[22],..:.2001[23]...2004(16):8-947[24],,.4RS..2000(10):48-49[25]...2003(1):160-161[26].--..2003(2):84-94[27],...200535[28],...2003(10):19[29],.2006..2006(1):25[30]...2006(1):46-47[31]Anderson.J.C,Narus.AModelofDistributorsFirmandaManufacturerFirmWorkingPartners[J].JournalofMarketing.1990(1):42-58[32]Arthur.A.Thompson,Jr.A.J.Strickland.StrategicManagementConceptsandCases-12th.NewYork:McGraw-HillIrwin.2001[33]Bhattachcrjc.A.IndividualTrustinOnlineFirmsScaleDevelopmentandInitialTest[J]JournalofManagementInformationSystem.2002(1):221-241[34]Biemans.Win.DesigningaDualMarketingProgram.EuropeanManagementJournalIssue.2001(6):12[35]Burcbcll.B.Wilkinson.TrustBusinessRelationshipsandtheContractualEnvironment[J].Cam-bridgeJournalofEconomic1997(3):217-237[36]David.J.Arnold,LaetitiaPouliquen,Julian.M.Birkinshaw.SalesManagement.HarvardBusinessSchoolPublishing.2002[37]Dewan.R,Jing.B.Seidmann.AnAdoptionofInternet-BasedProductCustomizationandPricingStrategies[J].JournalofManagementInformationSystems.2002(2):9-28[38]Donald.R.Lehmann,Russell.S.Winer,RussellWiner.IntegratingEnvironmentalIssuesintoStrategicPlanning.IndustrialManagementDataSystems.2001(10):1-2[39]Fred.R.David.StrategicManagementConceptandCase(EightEdition).Prentice48Hall.2002:50-160[40]Glenr.B.Voss,A.Parasuraman,DhruvGrewa.TheRolesPrice,Performance,andExpectationsinDeterminingSatisfactioninSer