我国房地产行业从蓬勃发展到近年的平稳发展，新房、写字楼装修后的市场越来越 大，由于消费者对室内装修后污染情况越来越重视，室内空气净化行业（包括除甲醛、 除异味、空气净化器、新风系统等）规模越来越大，2014年至2017年，年增速至少23% 以上，2018年预测将增加至322亿元市场规模。目前室内空气净化企业众多（7800多 家企业），但平均实力均较弱，区域型小品牌居多，全国性品牌很少，龙头企业销售额 刚刚过亿。H公司作为行业新进入者，尽管拥有良好的院校背景和发明专利作为竞争利 器，但由于品牌推出时间较短，面对市场排头兵业绩领先而且正在面向全国推广，且中 小型品牌仍在不断快速涌现的局面，需要对公司的营销策略进行系统性优化的思考和布 局，以准确的竞争定位和营销策略达到快速增长，努力成为领先企业。 通过PEST分析室内空气净化产品相关的外部宏观环境，通过五力模型分析竞争态 势和对手，通过4Ps营销工具检讨H公司室内空气净化产品营销现状。在全面的SWOT 分析基础上选择适合H公司的竞争策略；解决问题方面，在对目标消费者需求进行定量 调查分析基础上，运用STP理论进行市场定位，最后提出改进H公司4Ps营销策略组 合优化的合理建议和保障措施。 随着室内空气净化行业竞争加剧，新媒体、新科技、新零售理念和技术的进步，技 术、产品、价格、渠道、推广等营销手段等都将发生巨大变化，因此本研究不仅对H公 司的快速增长有重要的指导作用，同时对于未形成垄断尚处于充分竞争的细分市场上， 后发企业参与竞争有一定借鉴作用。 关键词：营销策略；空气净化；环保行业 II Abstract With the vigorous development of China's real estate industry, the market of new houses and office buildings after decoration is becoming larger and larger. Consumers pay more and more attention to indoor pollution after decoration. Indoor air purification industry (including formaldehyde removal, odor removal, air purifier, fresh air system, etc.) is becoming larger and larger. From 2014 to 2017, the annual scale is increasing. At least 23% faster, the 2018 forecast will increase to 32 billion 200 million yuan market size. At present, there are many indoor air purification enterprises (more than 7,800 enterprises), but the average strength is weak, regional small brands are in the majority, few national brands, leading enterprises sales just over 100 million. H Company as a new entrant in the industry, although with a good academic background and invention patents as a competitive edge, but because the brand launch time is relatively short, in the face of the market leader and is facing national promotion, and small and medium-sized brands are still emerging rapidly, the need for the company's marketing strategy relationship Integration of thinking and layout, accurate competitive positioning and marketing strategy to achieve rapid growth, and strive to become a leading enterprise. Through PEST analysis of indoor air purification products related to the domestic macro-economic and political environment, through the five-force model analysis of competitive environment and competitors, through 4Ps marketing tools to review the status and problems of air purification products marketing. On the basis of a comprehensive and systematic summary of the internal and external environment, this paper chooses a competitive strategy suitable for H Company; on the basis of a quantitative survey of the needs of target consumers, uses STP theory to orient the market, and finally puts forward reasonable suggestions and safeguards for H Company to improve the combination of 4Ps marketing strategies. With the intensification of competition in the indoor air purification industry, the advancement of new media, new technology, new retail concepts and technologies, technology, products, prices, channels, promotion and other marketing means will change dramatically. Therefore, this study not only has an important guiding role for the rapid growth of H company, but also for the formation of a monopoly has not yet been formed. In the fully competitive market segments, the latecomer firms can play a role in competition. Keywords: marketing strategy:Air purification; environmental protection industry III 目录 摘要 ........................................................................................................................................... I Abstract ..................................................................................................................................... II 图表清单 .................................................................................................................................. VI 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景与意义 ............................................................................................................. 1 1.1.1 市场背景与研究意义 ............................................................................................... 1 1.1.2 技术背景与室内空气净化相关概念 ....................................................................... 3 1.2 室内空气净化产品国内外研究现状 ............................................................................. 4 1.2.1 中国家居建材市场营销研究综述 ........................................................................... 5 1.2.2 中国环保行业产品营销研究综述 ........................................................................... 6 1.2.3 汽车后市场营销理论综述 ....................................................................................... 7 1.3 研究目标与研究内容 ..................................................................................................... 8 1.3.1 研究目标 ................................................................................................................... 8 1.3.2 研究内容 ................................................................................................................... 8 1.4 研究方法与技术路线 ..................................................................................................... 9 1.4.1 研究方法 ................................................................................................................... 9 1.4.2 技术路线 ................................................................................................................... 9 第二章 H公司及室内空气净化产品营销概况 .................................................................... 11 2.1 H公司简介 .................................................................................................................... 11 2.2 H公司室内空气净化产品发展历程和经营状况 ........................................................ 11 2.2.1 H公司室内空气净化产品发展历程 ...................................................................... 11 2.2.2 H公司室内空气净化产品经营状况 ...................................................................... 12 2.2.3 H公司组织架构 ...................................................................................................... 13 2.3 H公司空气净化产品营销现状分析 ............................................................................ 14 2.3.1 产品策略现状与问题 ............................................................................................. 14 2.3.2 价格策略现状与问题 ............................................................................................. 15 2.3.3 渠道策略现状与问题 ............................................................................................. 15 2.3.4 促销策略现状与问题 ............................................................................................. 16 IV 2.4 本章小结 ....................................................................................................................... 17 第三章 H公司室内空气净化产品营销环境分析 ................................................................ 18 3.1 中国空气净化行业宏观环境分析（PEST） .............................................................. 18 3.1.1 政策因素 ................................................................................................................. 18 3.1.2 经济因素 .......................................................................