2013 年初，一场全国大范围的严重雾霾天气，让大家开始认识“空气污染”四 个字。随着人们生活水平的提升，越来越多的人开始关注健康问题，空气净化欧亿·体育（中国）有限公司随 之进入发展的快车道。F 公司一直以来以用科技创造舒适的室内健康环境为己任，为 了帮助社会解决室内空气污染的问题，于 2014 年成立空气净化部专注开发新风净风 产品。但随着市场的不断发展，F 公司由于产品不够丰富、人员流动频繁等问题，制 约了其进一步的发展。 本论文以 F 公司营销策略研究为例，基于市场调研结果，综合运用波特五力模型 和 SWOT 分析法分析了 F 公司净风业务营销的外部和内部环境。然后基于营销的 7Ps 理论对应的深入剖析 F 公司营销的现状和问题。第五章运用 STP 理论和 4Vs 理论， 逐条提出优化 F 公司空气净化业务的营销策略，以希望帮助其在日益激烈的竞争环境 下保持业务增长，获取目标营业利益。文章最后制定了为了达成营销策略应该相应实 施的保障措施。通过多角度的研究，笔者得出了以下有针对性的优化策略，首先，梳 理品牌战略，重新定位品牌形象以及明确目标市场。其次，运用差异化的策略丰富产 品线，尽量避开直接的红海竞争。同时，完善内部人员考核制度，留住人才并充分调 动大家的主观能动力。然后，开发多样的销售途径，根据渠道商的规模定价，保护并 支持实力强的买家。最后，提高售后服务能力，保障客户在实际购买后没有后顾之忧。 关键词，空气污染；新风净风；营销策略III Abstract In early 2013, a serious smog across China introduced air pollution to everyone. With the improvement of living quality, more and more people begin to pay attention to health problems, and the air purification industry start to boost like driving on fast lane. F Company has always been committed to using technology to create a comfortable indoor health environment. In order to help the society solve the problem of indoor air pollution, the Air Purification Department was established in 2014 to focus on the development of indoor air purification ventilations. However, with the continuous revolution of the market, F Company has restricted its further development due to the lack of abundant products and frequent personnel turnover. This thesis takes the research of F Company’s marketing strategy as example, comprehensively applies the Porter Five Forces model and SWOT analysis method to analyze the external and internal marketing environment of F Company's indoor air purification ventilations business. Then, based on the 7Ps theory of marketing, analyze the status quo and problems of F Company’s current marketing environments and problems. Chapter 5 proposes marketing strategies one by one for optimizing the air purification business of F Company which based on STP theory and 4Vs theory. In the aim of helping F Company maintain its business growth in an increasingly competitive environment, and also gaining target margin. The article finally formulated safeguard measures that should be implemented in order to achieve the marketing strategy. With multi-angle research, this thesis has come up with the following targeted optimization strategies: First, reconsidering the brand strategy, repositioning the brand image and defining the target market. Second, enrich the product line base on variation strategy, and try to avoid Red Sea competition directly. At the same time, improve the internal staff assessment system, talents retain system and mobilize everyone's subjective motivation. Then, develop more sales places, evaluate the size of the channel to protect and support brilliant buyers. Finally, improve after-sales service capabilities to make sure that customers don’t have to worry after purchase.IV Keywords，Air Pollution; Indoor Air Purification; Marketing Strategy目录 致谢.....................................................................................................................................................I 摘要....................................................................................................................................................II Abstract.............................................................................................................................................. III 第 1 章 绪论......................................................................................................................................1 1.1 研究背景 ...................................................................................................................................... 1 1.2 研究意义 ...................................................................................................................................... 3 1.3 国内外研究现状 .......................................................................................................................... 4 1.3.1 国外研究现状 .......................................................................................................................4 1.3.2 国内研究现状 .......................................................................................................................5 1.4 研究方法 ..................................................................................................................................... 6 1.4.1 文献研究法 ...........................................................................................................................6 1.4.2 案例研究法 ...........................................................................................................................7 1.5 研究内容与结构 ......................................................................................................................... 7 第 2 章 理论基础..............................................................................................................................9 2.1 STP 理论........................................................................................................................................ 9 2.2 7Ps 营销理论.............................................................................................................................. 10 2.3 4Vs 营销理论.............................................................................................................................. 11 第 3 章 F 公司外部营销环境分析..................................................................................................13 3.1 营销宏观环境调研分析 ............................................................................................................ 13 3.1.1 国民追求生活质量带来的机会 .........................................................................................13 3.1.2 可支配收入增长带来的机会 .............................................................................................14 3.1.3 国家政策春风带来的机会 .................................................................................................15 3.2 欧亿·体育（中国）有限公司环境分析 ............................................................................................................................ 16 3.2.1 现有企业的竞争 .................................................................................................................16 3.2.2 潜在竞争对手 .....................................................................................................................18 3.2.3 替代品的干扰 .....................................................................................................................18 3.2.4 客户对欧亿·体育（中国）有限公司的认知 .............................................................................................................193.2.5 供应商议价能力 ................................................................................................................19 3.3 主要竞争对手分析 .................................................................................................................... 20 3.3.1 远大空品 .............................................................................................................................22 3.3.2 霍尼韦尔 HONEYWELL........................................................................................................22 3.3.3 布朗 ....................................................................................