H公司营销策略研究论文设计.doc

华侨大学硕士学位论文 PAGE 4 摘要 随着人们综合素质的提高，“环保”已作为新时代的新兴观念逐渐深入人心，净水器产品的市场需求以及未来发展空间在人们对健康绿色生活的强烈关注下日益增加和扩大。净水器产品属于H公司健康管理战略中的重点力推产品，如何通过市场营销手段在赢得当下市场认可，是本文研究重点。本文通过对相关研究文献和营销策略理论进行整理，针对H公司净水器产品营销现状，通过文献研究法、案例研究法和问卷调查法，对其进行分析与研究，从而对当前H公司营销现状进行诊断，详细阐述H公司所面临的营销内外部环境，给予该公司净水器产品采取SO战略（增长型战略）进行营销的建议；在选择目标和确定产品市场定位时采用STP理论，并且在对家用净水器的优化营销策略进行制定时采用7P理论。对H公司净水器产品营销策略进行研究，有利于提高产品销量，实现企业利润的现实价值，也能够进一步补充和拓展关于净水器营销策略的理论。 本文主要就如何优化H公司的净水器营销策略提出了几点对策：第一，拓展产品的广度与深度，对产品层次重新构造；第二，根据产品不同档位采取不同的营销策略，如对于低档产品采取低价竞争策略，对于中档产品采取市场跟随战略等，通过专利权与附加值的结合将专利权价值显现出来。第三，在产品营销渠道上应该注重线上线下相结合，提高物流服务品质。第四，在产品促销手段上实现人情促销、微信营销、会员促销等方式上的多样化。 关键词 市场营销 营销策略 7P营销组合 Abstract With the improvement of peoples comprehensive quality, the word environmental protection, as an emerging concept in the new era, is gradually gaining popularity. The market demand for water purifier products and the future development space are increasing and expanding under peoples strong concern for healthy and green life.The water purifier products are key push product in H company health management strategy, how to use marketing tool to win the market recognition, is the research emphasis in this paper. Based on the relevant research literature and the theory of marketing strategy, according to current situation of H companys water purifier product marketing, in this paper, three methods by literature research, case study and questionnaire investigation method, carries on the analysis and research, and diagnosis of H companys marketing status quo, on the H company marketing elaborates the internal and external environment faced by the advice of the companys water purifier products should be taken SO the marketing strategy (growth-type strategy); STP theory can be used to select the target and determine the product market positioning, and 7P theory can be used to formulate the optimal marketing strategy of household water purifier. The research on the marketing strategy of water purifier products of H company is conducive to increasing t