华春公司营销战略研究工商管理专业论文.docxVIP

哈尔滨工业大学工商管理硕士学位论文 哈尔滨工业大学工商管理硕士学位论文 - - II - Abstract The environmental problem is restricting the development of economy．The government has already listed the environmental protection industry in one of the key development field in the future．Enterprises regard environmental protection industry as potential field and give the high concern too．Among them, the water treatment market is even more the focal point of competition of every enterprise． In recent years，the violent development of the water treatment industry has brought the opportunity to a large number of small and medium-sized enterprises and their capabilities have been strengthened ， with the lagging variety structure ,scarce variety, and weak development ability．And the landing of foreign capitals environmental protection enterprises have aggravated the competition．These enterprises wish eagerly to make the corresponding marketing strategy according to their own condition， carry on market segmentation，choice and localization of target market，take the road of specialization，set up core business，take the road of diversification in the competition，and offer particular products and service to the customer． This paper regarded Huachun Company as sample.Began with the external environment condition of Huachun Company ， probed into the development prospect of the water treatment market；studied the strength and weakness at the time of facing the fierce market competition，and had further analyzed the detailed problem that exists in the course of marketing．On the basis of the analysis result， the author made market segmentation and confirmed the target market according to the function and demand characteristics of this company’s products and its own resources and capability．After that，the author put forward correspondent strategy according to different target market．Concrete strategy and measures are mainly made to find the most potential segment market accurately，through covering the overa