The Marketing Stragegy Research For K Comapany

The society developing and the economy flourish impulse directly the development of infrastructure construction. And this brings along the realty business growing up and accelerates the development of interior decorating industry. As the main material of ground pavement, wood floor also gets huge and unprecedented progress. But recently, because the cost of material is rising continuously influenced by the short of forestry resources and because the government strengths the regulation and control for realty business, the market of interior decorating is in the condition of sag. This gives new challenges to the industry of wood floor. As the"black horse" of the industry, K Company needs to analyze carefully the current development situation and future developing state. Based the full and accurate analysis, K Company will make a suitable coping strategy to seek chances in the crisis and obtain great development.This thesis is based on the theory of business strategy. Firstly, it lucubrate the status of the industry of wood floor and analyzes the industrial scale, the industrial regional concentration, the degree of associate of upstream and downstream industries, competitive structure and key successful elements of industry, from simplest to more complex. And then, it expatiates on the macro environment of K Company from four aspects, including policy, economy, culture and technology ("PECT"), and summarizes the demand characters of wood floor industry. It also analyzes the corrivals with the analysis model of corrivals of Michael E. Porter and gets the competition posture matrix (CPM matrix). At the same time, it evaluates the company impersonally from finance, sale, technology and the other inside resources. Lastly, it makes idiographic judgments to the advantages, disadvantages, chances and crisis of the company with the SWOT method, sets up the goal of sale, confirms the basic tactic of marketing, establishes marketing strategy on four aspects and summarizes the whole marketing strategy.