Research On Marketing Strategy Of GZ Company's Home Decoration Products

Since the reform and opening up,China's economy is developing rapidly,and it bring new chances for every walk of life in home.As downstream industries of real estate industry,home decoration industry ushered in the spring.After thirty years of development,China's home decoration market grow form a small beginning into a mighty,the whole industry is facing with the situation of small enterprises in major industries.With the increasingly severe market competition,home decoration industry is facing the trend of integration of home integration.GZ firm based on the city of Y for many years,has been taking the high-end route,attention to product quality,good reputation,brand penetration.However,in recent years,the increasingly fierce competition in the home decoration industry market,living space of GZ firm has been squeezed with the sharp decline in profits.Therefore,how to promote the increase of enterprise profit and expand the market share,how to seek the deep development in the market of GZ firm has become the focus of attention.This is also the urgent need to solve the problem of China's home decoration firms.Based on the context,the article uses literature analysis,data collection and observation methods,to understand the present situation of the marketing GZ company was investigated.At the same time,the article understands customer needstake.The article the market marketing strategy as the breakthrough point,combine with the actual situation of the home decoration industry,use 4Ps marketing theory to analyze the current situation of GZ firm's marketing,and find out the problems,and put forward suggestions for improvement.The existence of the following four aspects: First,in the product strategy of GZ firm,it grasp the overall concept not clear enough,not for the life cycle of the products adopt marketing strategy and product mix of different depth problems.Second,there are some problems in its product strategy,such as the pricing method is invariable,the pricing strategy is backward and the price response strategy is slow.Third,in terms of channel strategy,GZ company has a regional distribution is not reasonable,the development of Internet marketing channels lag.Fourth,the promotion strategy has too much choice of advertising media,the timing of advertising is not reasonable and the promotion of the program design,the lack of assessment capabilities.To solve the above problems,GZ firm should take measures to improve: first,in terms of product strategy,establish the overall concept of product life cycle,according to the different marketing strategy and strengthen the depth of product mix.Second,GZ firm should adopt different pricing methods for different products,apply the new product pricing strategy and product mix pricing strategy,and enhance the ability of price response.Third,in the channel strategy should adjust the regional distribution,the use of various types of Internet platform.Fourth,the promotion strategy,should rely on the Internet advertising media,a reasonable grasp of the timing of delivery and promotion plan design and evaluation ability.