Research On Marketing Strategies Of Lixil Building Material Company

In the last more than ten years, China’s real estate market has made rapiddevelopment, gradually heated up the building materials industry, attracted theattention of many international companies, many foreign brands have entered theChinese market, they have got great achievements in each of their areas after years ofoperating. As the largest building materials companies in Japan, the Japanese marketshare of Lixil company’s mainly products are on the top places, however, with theacceleration of the process of Japan’s aging society, the number of new residential hasdecreased year by year in Japan, the market has become increasingly saturated. In thiscase, Lixil puts its sights on the overseas markets, which have great potential,especially China, a representative of the new economies, in order to achieve newprofit growth point. Facing the strange and unknown market, only based on theconditions of the company, combine with the external environment, clear the selfbrand positioning, and develop appropriate marketing strategies, could push itself outin a large number of competitors, get market recognition.This issue takes the case of Japan Lixil company entering the Chinese market asbackground, firstly, use PEST analysis, analyzes China’s overall macroeconomicsituation that will affecting the Lixil company from the political, economic, social andtechnical aspects in detail, and then use SWOT analysis method, analyzes theadvantage, weaknesses of the company, and the opportunities, threats it facing, clearsmarketing strategies it need to adopt, and generally describes the development of thefamous enterprises in the industry, provide bases for the company in the brandpositioning. Finally, through using STP positioning theory, analyzes the marketsegmentation and target market selection, and according to the experiences of othersuccessful Japanese companies, established the positioning of Lixil’s brand in theChinese market, thus makes a systematic marketing strategy, and also givesrecommendations for the brand promotion. This issue may also have some meaningsfor the companies those want to proceed brand building in our country.