Research On Marketing Strategy Of Shandong B Building Materials Co.Ltd

Building materials and decoration industry develops in pace with the real estate market. In recent years, the continued warm spot of real estate market enhances the rapid development of building materials industry, and building decoration industry has become China’s new hot industry that leads economic development. However, energy consumption, excessive emissions, extensive development pattern and nonstandard production flood building materials industry have been impeding the healthy development of the industry, adding to the growing Chinese resource shortage of environmental stress, stopping the pace of the construction of the economical society.In China’s modernization process, environmental protection, reasonable exploitation and utilization of resources and new energy are the important measures of rapid economic development and national security. The important tasks of the construction of economical society are almost all associated with building materials and construction industry. In recent years, the State Council and ministries keep making related policies and regulations for energy saving, environmental protection, low carbon and emission reduction. During " Twelfth Five-year" period, the Chinese government actively arranges the industry layout, makes policies and regulations, and guides the healthy and benign development of Chinese building materials industry. All these reflected in such aspects as the diversity and scale of building materials products. More importantly, green building materials is increasingly promoted and used. Building materials industry is developping towards usage of green and ecological materials. Energy-saving, low-carbon and environmental products are replacing highly low-price and highly energy-consuming ones. Green products and green marketing will become the managing philosophy of building materials industry.Shandong B Building Materials Co. Ltd is a comprehensive enterprise which manufactures and sells gypsum powder, thistle board, suspended ceiling and walling system. As a building materials production enterprise which started early in producing green building materials, Company B is facing some potential crisis after suffering from the foreign brands’great impact and big reshuffle in domestic plasterboard production enterprise. For a long time, the market share of Company Bis at a standstill and the brand recognition is not satisfied. Moreover, the company’s sales increase falls behind other competing brands in this area. Therefore, how to grasp the good chance of green building materials vigorously promoted national government, expand market share and increase company profits is the urgent problem for Company B. Therefore, this article takes the marketing strategy research of Shandong B building materials co. LTD. as a starting point. Referring to the 4Ps, STP marketing theory, using the methods of literature study and empirical study, the article carries on the comprehensive analysis of present situation, the internal and external environment, and studies the appropriate marketing strategy for Company B.The article attempts to research the sales strategy of the company with regard to the specific situation and features of the company. It aims to establish efficient sale organization system, function, institution and marketing strategy and take advantage of the company’s R&D, management, brand, channels and customer service. Through the re-organization of company resources and sales strategy, the company should focus on customers’needs and satisfaction, increase sales and achievements, realize the continuous and healthy development of the company. The article has strong reference significance and value for the other enterprise’s marketing strategy analysis of the same industry.