Marketing strategy of small environmental protection enterprises in China : Case study: Shaoxing Heyuan Environmental Technology Co., Ltd.
Yin, Yijun (2023)
Yin, Yijun
2023
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https://urn.fi/URN:NBN:fi:amk-2023120133411
https://urn.fi/URN:NBN:fi:amk-2023120133411
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The research object of this thesis Shaoxing Heyuan Environmental Technology Co., LTD. (hereinafter referred to as Heyuan) is a small environmental protection company. In the course of its rapid expan-sion, it has faced numerous challenges, including the lack of distinctive product advantages, sluggish sales, cutthroat competition in the market, diluted profits, hindered development in diverse markets, and formidable interregional rivalry. These difficulties further exacerbate the substantial capital risk and arduous collection endeavors. Based on the actual operation of Heyuan, this thesis summarized and analysed the existing problems in the marketing management of Heyuan combined with relevant marketing theories.
In this thesis, the macro environment and industry environment of Heyuan were analysed, and the PEST analysis method was used to analyse the printing and dyeing wastewater treatment industry from the political environment, economic environment, social environment, and technical environment, to clarify the current situation of Heyuan. Porter's Five Forces Model was used to analyse the compet-itive ability to exist, competitors, the entry ability of potential competitors, the substitution ability of substitutes, the bargaining power of suppliers, and the bargaining power of buyers in the printing and dyeing wastewater treatment industry. Then the SWOT model was built and analysed from the strengths, weaknesses, threats, and opportunities of Heyuan to further elaborate the strengths, weak-nesses, opportunities, and threats of Heyuan. Based on STP theory, this thesis analysed the marketing strategy of Heyuan from the perspectives of market segmentation, target market selection, and differ-entiated market positioning. Finally, using the 4Ps marketing mix design theory, this thesis made set of marketing strategies for Heyuan from the aspects of the product, price, channel, and promotion.
Finally, based on the actual situation in Heyuan and taking into account the backdrop of industrial development, a more comprehensive analysis and summary of Heyuan will be conducted using scien-tific analysis and research methods. Simultaneously, the marketing strategy will be optimized by lev-eraging relevant theories of market economics and considering the specific circumstances of the com-pany.
In this thesis, the macro environment and industry environment of Heyuan were analysed, and the PEST analysis method was used to analyse the printing and dyeing wastewater treatment industry from the political environment, economic environment, social environment, and technical environment, to clarify the current situation of Heyuan. Porter's Five Forces Model was used to analyse the compet-itive ability to exist, competitors, the entry ability of potential competitors, the substitution ability of substitutes, the bargaining power of suppliers, and the bargaining power of buyers in the printing and dyeing wastewater treatment industry. Then the SWOT model was built and analysed from the strengths, weaknesses, threats, and opportunities of Heyuan to further elaborate the strengths, weak-nesses, opportunities, and threats of Heyuan. Based on STP theory, this thesis analysed the marketing strategy of Heyuan from the perspectives of market segmentation, target market selection, and differ-entiated market positioning. Finally, using the 4Ps marketing mix design theory, this thesis made set of marketing strategies for Heyuan from the aspects of the product, price, channel, and promotion.
Finally, based on the actual situation in Heyuan and taking into account the backdrop of industrial development, a more comprehensive analysis and summary of Heyuan will be conducted using scien-tific analysis and research methods. Simultaneously, the marketing strategy will be optimized by lev-eraging relevant theories of market economics and considering the specific circumstances of the com-pany.