与其它环保技术相比,紫外线光源具有高效能、低消耗的特性,使其在环保水处理欧亿·体育（中国）有限公司
被越来越广泛的应用。贺利氏作为一家拥有160多年历史的跨国公司,其紫外线产品凭
借高端的技术支持,强大的资本保证,在环保市场中占据一席之地。但是,由于市场竞
争日益加剧,越来越多的竞争者开始涉足紫外线产品业务,对于拥有技术优势的贺利氏
公司无疑是巨大挑战。

本文将贺利氏紫外线产品在中国的市场营销作为研究对象,以市场营销主要理论为
基础,将理论与实际充分结合,运用4P、4C等营销理论,采用SWOT等分析模型对贺
利氏紫外线产品的营销环境进行深入分析。并对产品进行准确定位,制定与贺利氏公司
战略发展相符合的市场营销策略,确保其在环保市场竞争中保持强有力的竞争势头。首
先,本文对贺利氏公司的现状及内部环境进行了深入分析,并依据当前环保市场的具体
情况对贺利氏紫外线产品的外部环境进行了解读,确定了公司的优势与劣势。其次,运
用SWOT分析法对公司自身的优势和劣势进行评估,并指出公司所面临的机遇和挑战。

依据分析结果确定了差异化的营销策略。此外,以上述分析为依据,本文提出了贺利氏
公司紫外产品在中国市场营销的近期和远期目标,并结合公司目前的营销现状,制定了
以产品、价格、渠道、促销等为内容的营销策略组合。本文最后,通过对人力资源的优
化,销售激励制度的建立,组织结构的完善等方式,进一步确保了市场营销策略的有效
实施,为市场目标的最终实现提供了有力保障。

关键词:贺利氏紫外线产品市场营销策略
Abstract
The Chinese Marketing Strategy Research on Heraeus UV Product
Abstract
With China paying more and more attention to environmental protection and increasing
more investment on construction of environmental infrastructure, environmental protection
industry is coming to a rapid developing step. Competition of environmental protection
market is growing, and environmental protection product is going to diversify. Compared to
other environmental protection techniques, UV light is more efficient and lower consumption,
and is widely used in water treatment. Heraeus is a multinational corporation of the history
more than 160 years, and its UV product has a place in the environmental protection market,
because of its high-end technical support and strong capital guarantee. However, because of
the growing competition, more competitors come to UV market, and it becomes a big
challenge to Heraeus.
The thesis takes marketing strategy of UV product as an object, on the basis of
marketing theories, through theory combining with practice, uses 4P and 4C theory, and
SWOT analysis, and gives a deep analysis to the marketing environment of Heraeus UV
product. Through accurate positioning, it formulates a suitable market strategy to ensure its
advantages in competition. Firstly, the thesis analyses the current situation and internal
environment of the company, and according to the state of the market, it points out its
strength and weakness. Secondly,it evaluates the strength and weakness by SWOT analysis,
and points out its opportunity and challenge. According to the result, it determines the
strategy of differentiation. Besides, on the basis of the above analysis, it proposes the
short-term and long-term goals, and according to the current marketing situation, it
formulates a mixed marketing strategy of product, price, place and promotion. At last, to
make the marketing strategy well implemented, it proposes some ways by optimizing human
resources, establishing the incentive mechanism and improving the organizational structure.
Key words: Heraeus UV product Marketing Strategy