摘要:我国是水资源短缺和污染比较严重的国家之一。节约用水、治理污水和开发新水源具有同等重要的意义。大力发展水处理化学品对节约用水、治理污水起着重要的作用。水处理化学品是工业用水、生活用水、废水处理过程中所必需使用的化学药剂。水处理化学品市场是个颇具发展潜力的领域，这引来国内外的水处理剂生产销售商的纷争。面对日益激烈的竞争局势及内外部环境变化所带来的机遇与挑战，只有扬长避短地制定自己生存与发展的营销策略，才能在激烈的市场竞争中立于不败之地。
XX公司是一家成立时间不长，规模不大的从事水处理化学品销售的美国公司。本论文简单的介绍了XX公司的行业发展背景，采用SWOT分析方法对XX公司的外部环境进行分析，找出XX公司所面临的外部机会与威胁，XX公司的内部条件分析，发现公司的优势及劣势。
根据XX公司产品需求特性及客户情况等对市场进行细分，并结合细分市场的潜力和XX公司自身的资源和能力确定了产品的目标市场定位。同时，以市场营销及战略管理等的基本理论、基本方法为主要理论依据，定性与定量分析相结合，理论与实际相结合，对XX公司的产品制定了市场营销策略。
关键词 外资公司 中小企业 水处理化学品 营销策略
Abstract:China is a more serious water shortage and pollution one of the countries. Water, sewage treatment and the development of new water sources are equally important significance. Vigorously develop chemicals for water treatment; sewage management plays an important role. Is the industrial water treatment agent, living water; wastewater treatment process required the use of chemical agents. Water treatment agent market is a highly potential area, which has production and water treatment chemicals vendor’s disputes. In the face of increasingly fierce competition and the situation brought about by changes in the external environment, opportunities and challenges, only to develop their own survival and development exceed the marketing strategy in the fierce market competition can be invincible.
Company A is small-sized American company, which engaged in water treatment. The paper simply introduces the background of the industry development. Using the SWOT analysis methods, analysis the external environment of Company A, identifies the opportunity and threat of Company A; Analysis the internal condition of Company A, find the advantages and disadvantages.
According Company A products and customer demand characteristics such as a breakdown of the market, and in the context of the market potential and the breakdown of Company A resources and capacity to determine their own product positioning in the target market. At the same time, marketing and strategic management to the basic theory, basic method as the main theoretical basis, the combination of qualitative and quantitative analysis, integrating theory with practice, the Company A developed marketing strategy.
Keywords Foreign Enterprise, Small and Medium Enterprise, Water Treatment Chemicals, Marketing Strategies
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