Marketing Strategy Analysis Of Alishan Construction Material Market

Alishan construction material market is one of the pioneers of construction material sales markets in Xiamen region. It attracted a lot of construction material brand to open branches or exhibition halls there. Business was very prospering due to few competitors before 2005. However, Alishan construction material market is presently facing with fierce competition from the rivals and crisis of diminishing customers.Under this difficult dilemma, Alishan construction material market needs to adopt new strategy for new challenges and problems caused from market change.This article studies Alishan's marketing strategy, applying with 4C's marketing theory. It analyzes the construction material market in Xiamen region and advises how Alishan construction material market could successfully step out of difficultiesand prosper again.The article consists of 4 parts:Introduction indicates the train of thoughts of this article.Part I: Introduce of background, study meaning and method.Part II: Competition status analysis of Alishan construction material market. It describes the situation of construction material industry in Xiamen region and also analyzes the competition status by using Porter's 5 Forces.Part III:Marketing segment and Position of Alishan construction material market. It segments the market that Alishan construction material market is facing and also positions Alishan market by using SWOT method.Part IV:Alishan construction material market's marketing strategy analysis. It analyzes Alishan's marketing strategy by using 4C's and IMC theory, and raises action plan for the problems.