"Gloria" Marketing Strategy Market Brand Floor Shangrao

With the rapid development of China’s flooring industry matures, deepening, China’s flooring industry overall productivity is saturated, the excess, this situation prompted China ’s flooring industry will inevitably enter the buyer’s market. In the new situation, the market environment changes emerge in an endless stream, competition means, the floor enterprises want to win, just want to rely on the product itself to competition is obviously not realistic, it needs through the marketing strategy and brand strategy, improve the update to gain greater competitive advantage, therefore, the next major floor industry market competition will change from product quality competition into brand competition, the floor enterprises want to obtain the advantage in the market competition, the brand strategy is good or bad choice will become crucial choice.In this paper, the above Shangrao Gloria to the floor as the main research object, the service marketing theory to the store’s business marketing practice. In the basis of an objective analysis of the current flooring industry present situation and development trend, facing Shangrao Gloria floor competition environment and the internal and external marketing environment, combined with the macro environment facing the shop and micro environment, the analysis of Shangrao Gloria flooring in the competitive environment of SWOT strategy; to think about the brand strategy of Shangrao Gloria floor using STP marketing strategy; use CRM theory of the "two eight principles" of market segmentation; combined with Potter "competition strategy" in the "Five Forces Model"; the corresponding marketing strategy. Put forward constructive suggestions at the end of this paper, in order to establish the Kailai brand high-end status at the same time, also provide reference for flooring brand marketing.