Study On Marketing Strategies Of Zhuoer-Art Home Decoration Company

The thesis is on cases study.As a veteran in an emerging market of house ornamentation industry, Zhuoer Co. has been operating for 12 years. As one of the SME of manufacturing industry located in Pearl River Delta which is under the circumstances of flourishing countrywide macroscopic readjustment and control in a highly correlated industry, the real estate industry, Zhuoer Co.'s important mission needed to be fulfilled in 2011 is to come up with ways of achieving further development in new challenges, enhancing brand's recognition and reputation and standing out in nowadays highly competitive market.Starting from aspects of study on industrial situation and analysis of development characteristics in Zhuoer Co. based upon applying to some fundamental principles in marketing strategy, the thesis gives a comprehensive diagnosis of principal problems existing in the current marketing of Zhuoer Co. by utilizing theoretically analytical tools in the field of market survey and data research, such as PEST, value-chain analysis, STP marketing strategy analysis and BCG matrix, etc.. It's exposed that the current unbalanced product mix, gradually declining product price and single-channel management mode in Zhuoer Co. have become increasingly unable to cater to the demands of corporate brand strategy, what's more, the differentiated organizational structure has also hindered the further market expansion of Zhuoer Co.. The exposure of these problems raises requirements for us to improve or reform gradually according to practical situation in the next year.The fifth chapter mainly elaborates the improvements needed in the aspects of products, channels and organizational structure in Zhuoer Co. It, thus, proposes a reform policy in product category of "simplifying category, optimizing the structure", a marketing strategy of "sedimentateing channel, upgrading brand "and a channel-transforming principle of "shrinking, optimizing, consolidating, enhancing and developing". A rapid and stable development of Zhuoer Co. in 2011 is spurred on through reforming organizational structure and strengthening the implementation, supervision and evaluation of strategic marketing program.