MBA教育中心知识库

摘 要

随着社会经济的快速发展，环境承载能力已经达到或接近上限，大气污染问题愈发凸显，生态受损问题越发突出。雾霾污染天气频发，使得大气污染防治工作成为重中之重。我国大气污染呈现出压缩型、复合型、结构型的特点，机动车尾气、工业生产、工地扬尘、生物质燃烧等成为现代城市污染排放的主要项目。在颗粒物已经成为我国城市污染最大的来源，而粉尘在颗粒污染物总量中占到很大一部分比重，粉尘吸入对人们的身心健康造成严重的损害。

本文的研究以中科捷鼎环保新材料（环保结壳抑尘剂）为研究对象，从国内环保产业发展状况及营销策略等方面进行调研。探讨公司环保产品的主要业务、开发流程、技术能力等，根据客户对公司现阶段销售产品的满意程度，从客户自身需求的角度着手，运用访谈和调查问卷的方式进行调研。本文借助PEST分析模型对中科捷鼎公司的社会、政治、技术、经济四个方面展开分析，对该公司的供应商、营销中介、消费者、竞争者、企业内部、公众这六个方面进行分析，探寻问题的根源，明确公司目前的营销策略到底有什么缺陷。再制定相应的营销策略。在制定差别化的服务营销战略时，从高品质、多样化的营销服务保证和相关的工作入手。从高质量、多样化的营销服务保障措施和相应的工作上展开。

重点分析公司目前的市场营销策略，通过对当前市场营销策略存在的问题研究分析，针对这些问题，进行成因分析，并以此为依据，以中科捷鼎的市场为导向，针对企业目前的发展状况，制定相应的营销战略改善措施。这对公司的市场开拓有很大的帮助，对同行业企业也有很大的参考价值。

Abstract

With the rapid development of social economy, the carrying capacity of the environment has reached or approached the upper limit, and the problem of air pollution is becoming more and more prominent, and the problem of ecological damage is becoming more and more prominent. The frequent occurrence of haze pollution weather makes the prevention and control of air pollution become a top priority. China's air pollution presents the characteristics of compressed, compound, structural, motor vehicle exhaust, industrial production, construction site dust, biomass combustion have become the main projects of modern urban pollution emissions. Particulate matter has become the largest source of urban pollution in China, and dust accounts for a large proportion of the total amount of particle pollutants, and dust inhalation has caused serious damage to people's physical and mental health. The research of this paper takes the environmental protection new material (environmental protection crust dust suppression agent) as the research object, from the development status and marketing strategy of domestic environmental protection industry. Discuss the main business, development process and technical ability of the company's environmental protection products, according to the customers' satisfaction with the company's current sales of products, from the perspective of customers' own needs, and use the way of interviews and questionnaires. This paper with the PEST analysis model of jie ding company society, politics, technology, economic four aspects, to the company's suppliers, marketing intermediary, consumers, competitors, enterprises, the public the six aspects are analyzed, explore the root of the problem, clear what defects in the company's current marketing strategy. Make the corresponding marketing strategy again. In the development of differentiated service marketing strategy, we should start with high-quality, diversified marketing service guarantee and related work. From the high quality, diversified marketing service guarantee measures and the corresponding work. Focus on the analysis of the company's current marketing strategy, through the research and analysis of the problems existing in the current marketing strategy, in view of these problems, the causes of analysis, and based on this, to the market as the guidance, according to the current development of the enterprise, the corresponding marketing strategy improvement measures. This is of great help to the company's market development, and also has great reference value to the enterprises in the same industry.