摘 要
本文以WPG公司为研究对象，根据公司在建筑水泵行业十多年运营的实际经验，
结合目前行业特点，分析了新产品在中国建筑市场推广过程中面临的机会和威胁
等，并且重点论述了新产品推广的战略性、必要性和紧急性。对公司节能泵产品现
行营销状况进行了深入剖析，发现其中存在的问题。然后从宏观环境、行业环境、
内部环境和企业自身的情况进行了深入分析，并指出了公司存在的优势、劣势、机
会和威胁。关于矢量泵节能在国内外属首创，所以在营销方面可供参考的理论较少，
本文中通过对营销工作的梳理，并以 4Ps 营销理论为基础进行分析，提出了有针对
性的改进建议，使企业更好的完善新技术产品营销体系。
关键字：建筑行业 节能泵 营销策略
ABSTRACT
This paper takes WPG company as the research object, according to the actual
experience of 10 years of operating companies in the construction of the pump industry,
combined with the characteristics of the industry, analysis of the new products in the
promotion of China's construction market is facing the opportunities and threats, and
focuses on the strategic, necessity and urgency of the promotion of new products.A
thorough analysis of the current marketing situation, energy-saving pump products, find
the problems. Then has carried on the thorough analysis from the macro environment,
industry environment, internal environment and the enterprise's own situation, and
pointed out that the existence of the company's strengths, weaknesses, opportunities and
threats. On the vector pump energy is the first at home and abroad, so in the marketing of
reference theories, this paper through to the marketing work of carding, and in the 4Ps
marketing theory as the analysis foundation, proposed targeted recommendations for
improvement, make the marketing system of enterprises to better improve the new
technology products.
KEYWORDS: Construction industry Energy-saving pump Marketing Strateg