Research On Marketing Strategy Of Products For LYS Decoration Materials Company

The Research on Marketing Strategy of Products for LYS Decoration Materials CompanyLYS decoration material company is an enterprise which sells construction boards and other add-ons. This paper plans the marketing strategy and tactic in future of the company based on the analysis of society macro-environment, development direction of industry and basic situation of the company.The paper firstly analyzes the product characeristics and marketing particularity for decoration materials. Decoration material means the original materials product that people need when they decorate their houses. It mostly has two kinds of classifying methods: according to the chemistry character of material, it can include plaster material, dope, wood material and metal material and so on; according to the used position and function of the material, it can include wall and floor material, paint dope, door and window, roof, pipe material, hardware, wood and floor and so on. The decoration material has double attributes including consumption material and production material, and it is not durable consumption that the expert purchases, and the product's physical chemistry characteristic is not instable which can bring venomous gas easily. And decoration material is deriving requirement product.Then I analyze the marketing environment, including macro-environment, competition environment and opportunity, threaten, strength, and weakness. I do the STP strategy plan based on these analyses. I use the segment method of market character and material purpose to divide the decoration material market into resident consumption market and enterprise and department market. I divide the market into high revenue crowd market, middle revenue crowd market and low revenue crowd market on the base of revenue lever and purchasing power. According to the requirement characteristic in different segmentation market, LYS decoration material company choose emphases to cover with all target market management pattern, and choose the locus where the company locates and the towns around the locus as the target market. The company's management keystone is major in resident market and minor in enterprise market. LYS company choose quality and price position as corporation position which means we has the same product quality as the competitors, but our price is lower than the competitors'because there is furious market competition in the city the company in. The company's special selling dot is merchandise price, product quality and selling service. The company's visualizing position is that it is a wonderful company which has low price, excellent quality and good service.The product tactic of LYS decoration material company is difference tactic based on the target market and position to create larruping aspects in order to pull customers. On the facet of ban material, LYS decoration material company provides architecture materials that achieve quality standards and green environmental protection. The company's basic aim product price of is maximums market share. The company uses cost plus method as basic price method to establish basic selling price. And in the actual selling process, it use combination price tactic, new product price tactic and difference price tactic, and adjusts advisably. In the facet of promotion, LYS decoration material company mostly use word of mouth marketing and price discount, special event marketing and advertisement marketing to magnify customer's perceive degree of company's merchandises in order to stimulate customers to purchase. In future, the company will choose network marketing to increase promotion degree, and will do promotion collaborating with produce enterprises in order to make the promotion degree increasing, so customers can acquire more benefit and produce enterprises and our company all can achieve profits.The safeguard that makes LYS decoration material company implement marketing tactics all right is excellent product quality and passional after service. The company regards quality as its life, ensures the quality of the product selling in company, and takes back the bad merchandises for free. The company can provide deliver service for free to the customers who purchase merchandise in LYS decoration material company in order to reduce buyers'transport costs, physical force and expended time.