新風系統行銷策略分析：以A公司中國市場發展為例

Abstract

根據世界衛生組織 (World Health Organization，WHO) 研究證明空氣汙染為主要致癌因素之一，嚴重的空氣汙染會危害人體健康，近來中國隨著環境污染的日趨嚴重，相關的空氣污染議題逐漸受到重視並被廣泛討論，人們對於空氣品質的要求也逐漸提高，然而，在人們擔心室外空氣污染嚴重的同時，室內空氣品質更是應該被關注的焦點，畢竟人們有超過80~90%的時間是在室內空間活動，常見的室內空氣汙染物如二氧化碳、PM2.5細懸浮微粒與甲醛等。 本研究藉由A公司為案例，探討該公司在中國新風系統市場的行銷策略，初步先進行蒐集次級資料，分析中國市場新風系統產業環境與未來發展趨勢，進一步分析A個案公司競爭態勢與策略規劃，總結研究結果並提供個案公司相關建議。 研究發現除了選定中國新風系統的市場區隔與定位外，必須持續蒐集客戶意見為產品開發與後續改善的依據，開發出具差異性且市場需求導向的產品與服務，希望藉由本研究建議，可作為日後個案公司或其他公司為因應中國市場快速且強烈競爭的行銷策略參考。

According to the WHO (World Health Organization), air pollution is one of the main carcinogenic factors. Severe air pollution can endanger human health. Recently, with the increasing environmental pollution in China, related air pollution issues have gradually received attention. It has been widely discussed, and people's requirements for air quality have gradually increased. However, while people are worried about the serious outdoor air pollution, indoor air quality should be the focus of attention since people have more than 80~90% of the time in indoor space activities. Common indoor air pollutants such as carbon dioxide (CO2), Particulate Matter (PM2.5) and Formaldehyde, etc. This study is based on the case of Company A to explore the marketing strategy of fresh air system in China. It initially collects secondary data, analyzes the industrial environment and future development trends of the fresh air system in the Chinese market, and further analyzes the competitive situation of the A case company. Strategic planning, summarizing results and providing relevant advice for case company. The research found that in addition to the targeted market segmentation and positioning, it is necessary to continuously collect customer opinions as the basis for product development and subsequent improvement, and develop differentiated and market-oriented products and services. It is hoped that the strategy can be used as a reference for future companies in response to the rapid and intense competition in China.