随着工业社会的发展，给人们生活带来便利的同时也引发了一系列的环境污染问题 的产生，其中水资源的问题关系到人们的生存且和身体健康息息相关，因此水污染的情 况受到广泛关注。近几年中国经济的快速发展，居民生活水平得到了较大提升，人们对安 全饮用水的要求也开始越来越高。在这样的环境地下，即使是起步较晚的中国的净水器行 业也在这些因素的综合影响中得到快速发展。在加上互联网技术的深度应用开发，为净 水器行业的发展和快速崛起提供了有利条件，因此，如何在经济发展的浪潮中快速将净 水器产品推向市场并获取消费者的青睐，是企业需要重视和深入研究的问题。 B公司是一家从2015年起开始进入家用净水器行业的创业型公司，在前期业绩高 速增长的基础上，如何继续保持持久增长成为了企业必须面临的重要问题。本文首先针 对B公司的发展历程进行了概述。其次，从市场营销策略的角度对B公司的市场营销 策略进行介绍，通过对所处的宏观环境以及行业竞争结构进行了分析，还有企业购买者 分析，然后运用STP的分析方法，分析B公司的市场细分，目标市场选择和市场定位。 在以上综合分析的基础上，本文对B公司家用净水器的营销策略做了4Ps分析，阐 述了B公司的营销策略。在此基础上，制定了B公司在新的环境背景下的营销策略并 提出营销策略实施的保障措施，为B公司未来取得持久发展提供有效的发展思路。 关键词：B公司案例；家用净水器；营销策略；STP营销战略 II Abstract With the development of industrial society, it not only brings convenience to people's life, but also causes a series of environmental pollution problems. Among them, the problem of water resources is related to people's survival and is closely related to their health. Therefore, the situation of water pollution has been widely concerned. In recent years, with the rapid development of China's economy, people's living standards have been greatly improved, and people's requirements for safe drinking water are also becoming higher and higher. In such an environment, even China's water purifier industry, which started relatively late, has been developing rapidly under the comprehensive influence of these factors. In addition, the in-depth application and development of Internet technology provides favorable conditions for the development and rapid rise of the water purifier industry. Therefore, how to quickly push water purifier products to the market and win the favor of consumers in the tide of economic development is a problem that enterprises need to pay attention to and deeply study. Company B is an entrepreneurial company that has entered the household water purifier industry since 2015. Based on the rapid growth of previous performance, how to maintain sustained growth has become an important issue that companies must face. This article first outlines the basic situation and marketing of Company B. Secondly, from the perspective of marketing strategy, analyze the marketing strategy of Company B. By analyzing the macro environment and industry competition structure, as well as the analysis of consumption, then use STP analysis method to analyze the company B ’s Market segmentation, target market selection and market positioning. Based on the above comprehensive analysis, this article makes a 4Ps analysis of the marketing strategy of company B's household water purifier, and elaborates the marketing strategy combination of company B. On this basis, the company formulated a marketing strategy for company B in the new context of the environment and proposed guarantee measures for the implementation of marketing strategy to provide effective development ideas for company B to achieve sustainable development in the future. Keywords：B Company; Marketing strategy; residential water purifier III 目 录 摘要 ........................................................................................................................................... I Abstract ..................................................................................................................................... II 目 录 ........................................................................................................................................ III 图表清单 .................................................................................................................................. VI 第一章 绪论 .............................................................................................................................. 1 1.1 研究背景 ..................................................................................................................... 1 1.2 研究现状 ..................................................................................................................... 3 1.2.1 营销策略研究现状 .......................................................................................... 3 1.2.2 净水器营销研究现状 ...................................................................................... 4 1.3 研究目的与意义 ......................................................................................................... 5 1.4 研究内容和研究方法 ................................................................................................. 5 1.4.1 主要研究内容 .................................................................................................. 5 1.4.2 研究方法 .......................................................................................................... 6 第二章 B公司营销现状 .......................................................................................................... 8 2.1 B公司概况 .................................................................................................................. 8 2.1.1 初创期 .............................................................................................................. 8 2.1.2 发展期 .............................................................................................................. 8 2.2 B公司营销现状 ........................................................................................................ 11 2.2.1 营销战略和定位 ............................................................................................ 11 2.2.2 产品策略 ........................................................................................................ 11 2.2.3 价格策略 ........................................................................................................ 13 2.2.4 营销渠道和促销策略 .................................................................................... 14 2.2.5 营销团队情况 ................................................................................................ 15 2.3 B公司营销存在的问题 ............................................................................................ 16 2.3.1 营销的市场策略问题 .................................................................................... 16 2.3.2 营销团队存在的问题 .................................................................................... 17 2.4 本章小结 ................................................................................................................... 17 第三章 净水器市场营销环境分析 ........................................................................................ 18 IV 3.1 外部环境分析 ........................................................................................................... 18 3.1.1 宏观环境分析 ................................................................................................ 18 3.1.2 净水器行业环境分析 .................................................................................... 21 3.2 企业采购者分析 ....................................................................................................... 25 3.3 内部资源能力分析 ................................................................................................... 25 3.3.1 财务资源 ........................................................................................................ 25 3.3.2 组织资源 ........................................................................................................ 25 3.3.3 技术资源 .......................