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随着生活水平的不断提升，人们追求高品质饮用水的需求不断增加，很多公司瞄准机遇进军净水设备市场。2015年，甘肃省膜科学技术研究院有限公司（以下简称“膜科院公司”）将家用净水设备设立为公司主营业务模块之一，但该业务销售额增速缓慢，且在公司整体营收中占比较小，反映出膜科院公司家用净水设备市场营销策略存在一定问题，需要进行不断优化调整。

本文对膜科院公司家用净水设备营销策略现状进行分析，发现其在产品、价格、渠道、促销策略方面存在产品类型区分模糊且技术革新不足、产品价格缺乏市场竞争力、销售渠道开发与管理不到位、促销手段单一等问题，并对膜科院公司面临的宏观营销环境、微观营销环境、优势、劣势、机遇、威胁进行分析，基于STP理论进行市场目标定位与选择，提出了家用净水设备营销策略优化设计方案。第一，公司需明晰产品分类，加快打造明星净水产品；加大科技研发投入，深耕膜材料领域，解决卡脖子难题，并对产品进行技术革新升级。第二，公司应制定合理的定价方法，并进行产品捆绑组合定价，同时提高市场调研频次，动态调整产品价格，不断压缩成本。第三，公司需加快建设线上渠道，在淘宝、京东开设旗舰店，不断规范管理代理商，优化渠道，适时增设线下实体店，减少同城竞争。第四，公司要实行多样化的促销方式，如满赠优惠、设置特价区、团购优惠、政府补贴等活动。还应通过打造高热点事件营销、精准投放广告等方式进行促销。最后，从人才、绩效考核、信息管理、售后、企业文化建设等方面提供保障措施，保证营销策略优化方案顺利实施，促进膜科院公司更好的发展。

综上，本文对膜科院公司未来家用净水产品的推广销售有一定的现实指导意义，可以为公司家用净水设备营销活动提供新的思路和方向，进而帮助其提升市场竞争力，对同行业也有一定的参考意义。

With the continuous improvement of living standards, people's demand for high-quality drinking water is increasing. Many companies aim at opportunities to enter the water purification equipment market. In 2014, Gansu Academy of Membrane Science and Technology Co., Ltd. (hereinafter referred to as "Academy of Membrane Science and Technology") set domestic water purification equipment as one of the company's main business modules, but the sales growth of this business was slow, and it accounted for a small proportion of the company's overall revenue. This phenomenon reflected that there were certain problems in the marketing strategy of domestic water purification equipment of Academy of Membrane Science and Technology, which needed continuous optimization and adjustment. 

This paper analyzes the current marketing strategy of the household water purification equipment of Academy of Membrane Science and Technology, and finds that there are some problems in the product, price, channel and promotion strategy, such as fuzzy product type differentiation, insufficient technical innovation, lack of market competitiveness in product price, inadequate sales channel development and management, and single promotion means. It also analyzes the macro marketing environment, micro marketing environment, advantages, disadvantages, opportunity and threat of Academy of Membrane Science and Technology. The marketing strategy optimization design scheme of household water purification equipment is proposed. First, the company needs to clarify product classification and accelerate the launch of star water purification products. Strengthen cooperation and investment in scientific and technological research and development, deepen the field of membrane materials, solve the problem of neck sticking, and carry out technical innovation and upgrading of products. Second, the company should develop a reasonable pricing method, and price the product bundle portfolio. At the same time, it should increase the frequency of market research, dynamically adjust the product price, and constantly reduce costs. Third, the company needs to speed up the construction of online channels, open flagship stores in Taobao and JD, constantly standardize the management of agents, optimize the channel network structure, and timely add offline physical stores to reduce local competition. Fourth, the company should implement diversified promotion methods, such as full gifts, special price zones, group purchase discounts, government subsidies and other activities. Promotion should also be carried out by creating high hot event marketing, precise advertising and other means. Finally, we will provide safeguard measures from talents, performance appraisal, information management, after-sales, corporate culture construction and other aspects to ensure the smooth implementation of the marketing strategy optimization plan and promote the better development of Academy of Membrane Science and Technology.

To sum up, this paper has a certain practical significance for the promotion and sales of household water purification products in the future of Academy of Membrane Science and Technology, and can provide new ideas and directions for the marketing activities of the company's household water purification equipment, thereby helping it improve its market competitiveness, and also has a certain reference significance for the same industry.