| Due to human’s continuous consumption global resources, the environment has the environment has changed. And the environmental protection has become a focus around the whole word with increasingly people’s attention paid to living environment. All countries in the world have enhanced their standards for environmental protection constantly. They pay more attention to the energy conservation since it plays an important role in environmental protection..In all building energy consumption, energy consumption of building envelop occupies a larger proportion. And the exterior wall area occupies the most area of the building envelop. Since the external wall thermal insulation technology processing plays important roles in reducing building energy consumption and improving the indoor comfortability, the external wall thermal insulation technology has emerged as the time require. According to the development history of domestic and overseas building wall insulation technologies, the insulation outside the exterior wall technology has gradually been widely used in external wall thermal insulation.External wall thermal insulation products also become more and more popular, which have a broad market prospect.China started late in building insulation. It aroused attention since 1970s. With the compulsory execution of the national standard for energy efficiency in building and the further standardization of the external wall thermal insulation industry, the market capacity of the exterior wall thermal insulation industry will be expanded further. Thus, the industry is abundant in limitless business opportunities.The exterior wall thermal insulation industry has a promising future. According to relevant data statistics, by 2014, the number of enterprises related to building insulation industry has surpassed 10 thousands. Though the number is large, the whole scale is still relatively smaller. The market competition is not standard but fierce. Thus, how to seize market opportunities, enhance the market share and make effective marketing strategies have become focuses for the enterprise G, which produces products used in thermal insulation outside the exterior wall.Therefore, in this paper, the author based on the 4C basic theories of marketing and used PEST research methods, started from current marketing situation of building external wall thermal insulation products produced by the enterprise G, analysised the existence of the problem,conducted analyses on the enterprise macro environment, customer demands, its rivals as well as advantages and disadvantages inside the enterprise.Based on this, author proposed suggestions for improving its marketing strategies and put forward a safeguard measure to guarantee the successful implementation of improvement measures.Through the study concluded that In today’s fierce market competition, if the enterprise wants to survive and have a good development, it must be from the company’s actual situation, understand customer needs, Subdivision of the customer market,good for marketing, improve and develop marketing strategies from the customer requirements, reduce customer purchase cost, improve marketing channels, enhance the communication with the customer.,and put the improvementaction into action.The research in this paper has some help to the formulation of the marketing strategy in the same industry. |
