The Study Of The Marketing Strategy Of The E Company Of Bulgium In China

In recent years, with the support of the national policies, the architectural decoration industry has achieved rapid development. The E company of Belgium, which entered the Chinese market almost20years and made good achievements, is playing the leading role in the architectural decoration industry and has a strong competitive force in the market competition. Now there is an urgent need for strategic planning, in order to achieve the long-term development and enhance the company’s competitiveness.This article first introduces the theory of corporate strategic management and some strategic analysis tools, and further analyses the macro environment from the perspective of political environment, economic environment, social environment, technological environment, combined with the actual situation; analyses the industry environment using the Five-force Model; analyses the internal environment from the perspective of organizational structure, human resource, qualifications, value chains. Based on the analysis of internal and external environment, this article establishes the marketing strategy of the E company of Belgium, and four specific items from the aspects of Product, Price, Place, and Promotion, using the SWOT analysis framework and following relevant principles. Finally this article brings out the recommendations of the implementation of the strategy.The results of this article have a certain theoretical significance for the research on the marketing strategy of the building decoration industry, and have some practical value for the strategy planning and implementation of the E company of Belgium. I hope the ideas and methods of this paper would be the reference to the strategic design in the other industries.