雾霾环境下空气净化器营销策略研究

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英文篇名：Research on Marketing Strategy of Air Purifier in Haze Environment 作者：邢磊 ; 李翠莲 英文作者：XING Lei;LI Cui-lian;School of Management,Tianjin University of Technology; 关键词：雾霾环境 ; 空气净化器 ; 营销策略 英文关键词：haze environment;;air purifier;;the marketing strategy 中文刊名：JZGC 英文刊名：Value Engineering 机构：天津理工大学管理学院; 出版日期：2019-03-18 出版单位：价值工程 年：2019 期：v.38;No.520 基金：大学生创新创业训练计划资助,项目编号:201810060076 语种：中文; 页：JZGC201908015 页数：4 CN：08 ISSN：13-1085/N 分类号：53-56

摘要

近年来,我国的雾霾污染问题日趋严重。雾霾污染使得居民消费发生变化。另一方面雾霾天气给部分行业及相关产业带来较大的影响,给一些企业和商家带来了新的商机,从而催化了"雾霾经济"。本文以空气净化器为研究对象,基于受众消费行为分析,对空气净化器的市场营销环境进行分析,找出目前空气净化器在营销过程中的优劣势,并进一步提出应对消费需求变化的空气净化器营销策略及建议。
        In recent years, China's haze pollution problem is becoming more and more serious. Haze environment has a negative impact on residents' daily life, and has an impact on consumption demand and consumption mode. Haze pollution makes the consumption of residents change. On the other hand, haze weather has a great impact on some industries and related industries, and brings new business opportunities to some enterprises and businesses, thus catalyzing the "haze economy". This paper takes air purifier as the research object,analyzes the marketing environment of air purifier based on the analysis of the consumption behavior of the audience, finds out the advantages and disadvantages of air purifier in the marketing process, and further puts forward the marketing strategy and suggestions of air purifier to cope with the change of consumer demand.

引文

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