近几年随着中国经济的快速增长和人们对生活质量要求的提高，室内环境发 生了巨大的变化，大量经过层层的艺术化和装修处理造成了室内空气的污染。因 室内装修污染而引起的致病、致死率持续上升，引起社会持续关注。净化室内空 气环境，改善空气品质，已然成为人们日益迫切的愿望和要求。2016年，全球净 化材料市场份额达到210亿美元且市场需求平均每年8%-14%的增长率稳定生长。 专家预测，未来20年以中国为代表的发展中国家的多效空气净化材料市场占全球 同种材料销售市场的比例将会将大幅增长。以此看来，我国空气净化材料市场孕 育着巨大的潜力。 本文研究对象JY公司是一家专注于锌系环境净化材料的研发、生产、销售企 业。公司秉承“感恩、创新、专注、诚信”的企业文化，为每个客户提供优质、 高性价比的产品及专业技术服务，赢得了一批知名企业的认可与信赖。随着空气 净化欧亿·体育（中国）有限公司的不断扩大和日益趋于激烈的竞争环境，JY公司自身存在的市场定位模 糊、价格体系不完善、渠道发展不均衡等问题也逐渐暴露了出来。 本文通过对JY公司进行简单介绍，运用PEST分析法对空气净化材料领域进 行了宏观分析；运用波特五力模型分析了空气净化材料欧亿·体育（中国）有限公司基本竞争态势；采用 问卷调查和专家访谈法找出了JY公司存在的问题；并结合JY公司自身实际情况 分析得出了JY公司应采用的营销策略。同时，希望通过本次研究，为空气净化材 料领域的营销和发展提供更多可的参考方案。 关键词：装修污染；空气净化材料；市场策略 昆明理工大学硕士学位论文JY公司空气净化材料市场营销策略研究 II ABSTRACT Inrecentyears,withtherapidgrowthofChina'seconomyandtheimprovementof people'srequirementsforthequalityoflife,theindoorenvironmenthasundergone greatchanges.Alargenumberoflartanddecorationtreatmentcausedindoorair pollution.Thesustainedriseinthemortalityratecausedbyindoordecorationpollution hasarousedthecontinuingconcernofthesociety.Purifyingindoorairenvironmentand improvingairqualityhasbecomeanincreasinglyurgentdesireandrequirementof people.Theglobalmarketshareofenvironmentalpurificationmaterialsreachedus$21 billionin2016andgrewsteadilywithanaverageannualgrowthrateof8-14%.Experts predictthatChina`smarketshareofenvironmentalpurificationmaterialswillincrease significantlyoverthenext20years.Fromthispointofview,China'sairpurification materialsmarkethasgreatpotential. TheresearchobjectofthispaperisJYcompany,anenterprisefocusingon zinc-basedenvironmentalpurificationmaterials.ThecompanymainlyUSESzincoxide whiskerastheactiveingredientofantibacterialandanti-mildew,airpurification materials.Adheringtothecorporatecultureof"gratitude,innovation,focus,integrity", thecompanyprovideseachcustomerwithhigh-quality,cost-effectiveproductsand professionaltechnicalservicesbinedwiththeactualsituationofJYcompany,the marketingstrategyisobtained.Astheindustryexpandsandtheincreasingcompetitive environment,theproblemsofcompanieshavecometolight. Adheringtothecorporatecultureof"gratitude,innovation,focus,integrity",the companyprovideseachcustomerwithhigh-quality,cost-effectiveproductsand professionaltechnicalservices.Atthesametime,itishopedthatthisstudywillprovide morereferentialdevelopmentapproachesforthemarketinganddevelopmentofair purificationmaterials Keywords:decorationpollution;airpurificationmaterial;marketstrategy 昆明理工大学硕士学位论文JY公司空气净化材料市场营销策略研究 i 目录 摘要.................................................................................................................I ABSTRACT...................................................................................................II 第1章绪论..................................................................................................1 1.1研究背景.............................................................................................1 1.2研究意义.............................................................................................2 1.3国内外相关研究现状..........................................................................2 1.3.1国外研究现状................................................................................2 1.3.2国内研究现状................................................................................4 1.4研究内容..............................................................................................6 1.5研究方法与思路..................................................................................6 第2章市场营销相关理论.........................................................................8 2.14P理论.................................................................................................8 2.2STP理论...............................................................................................9 2.3PEST分析法........................................................................................9 2.4波特五力模型....................................................................................10 第3章营销环境分析...............................................................................12 3.1宏观环境分析....................................................................................12 3.1.1政治环境......................................................................................12 3.1.2经济环境.....................................................................................13 3.1.3社会环境......................................................................................14 3.1.4技术环境......................................................................................15 3.2欧亿·体育（中国）有限公司环境分析...................................................................................16 3.2.1供应商议价能力........................................................................17 3.2.2购买者议价能力........................................................................18 昆明理工大学硕士学位论文JY公司空气净化材料市场营销策略研究 ii 3.2.3替代者的威胁............................................................................18 3.2.4新进入者的威胁........................................................................19 3.2.5同业竞争者的威胁....................................................................20 3.3企业内部环境分析...........................................................................22 3.3.1企业简介.....................................................................................22 3.3.2组织构架.....................................................................................23 3.3.3能力分析.....................................................................................23 3.3.4竞争优劣势分析........................................................................24 第4章JY公司净化材料市场营销现状及问题分析..............................27 4.1市场营销现状...................................................................................27 4.1.1产品现状.....................................................................................27 4.1.2价格现状.....................................................................................30 4.1.3渠道现状.....................................................................................30 4.1.4促销现状.....................................................................................30 4.2问卷调查...........................................................................................31 4.2.1调查目的......................................................................................31 4.2.2调查对象......................................................................................31 4.2.3问卷调查设计.............................................................................31 4.2.4调查问卷安排.............................................................................32 4.2.5问卷结果分析.............................................................................32 4.3专家访谈............................................................................................41 4.4市场营销现存问题分析....................................................................44 4.4.1产品问题......................................................................................44 4.4.2价格问题.....................................................................................45 4.4.3渠道问题..