Research Of Domestic Marketing Strategy And Tactic Of NR Residential Carpet

Due to the different carpet consuming culture in China market, currently the local carpet manufacturer mainly fulfill their production capacity by exporting and domestic hotel project business. Due to the change of competitive environment, the two carriages that pull domestic carpet business are both affected with different level. About the export business, due to the labor cost increase, the competitive advantage of low cost is getting worse, aggravated the competition of export business, a lot of carpet corporation feel the export business is more and more difficult. About the commercial carpet used in domestic hotel project, due to the moving on of domestic anti-corruption control, one side the new building of top grade hotel is less than before, so the use of commercial carpet will be affected; on the other side the consuming of top grade hotel is affected, so the change frequency and quantity of commercial carpet will be discounted. While both carriages that pull domestic carpet business are affected with different level, so all the domestic carpet manufacturers face the worse and worse market competition. How to solve the current survival problems and how to explore the better development problems is the urgent problems that lots of carpet suppliers are facing.According to marketing theory knowledge, take NR company as an object of study, by induction, sum up and inference, with detailed analysis of NR company’s marketing strategy, finally worked out the market strategy and market tactic that suit for NR company. And guarantee the effective implementation of market strategy and tactic by several measures.After analysis of the macro environment and competitive environment of the overall market, and analysis of advantage and shortage, opportunity and challenge of NR company, the thesis worked out the market segmentation of the overall carpet market, currently based on different use environment, mainly include commercial carpet and residential carpet for the domestic carpet business. And there is high end, middle end and low end based on different carpet quality. According to the product characteristics and the actual situation, NR company will carry out differentiation strategy according to different market segmentation. In order to guarantee the implementation of the market strategy, the thesis also have detailed analysis about NR company’s market tactic. About the product tactic, in order to coordinate the market positioning, NR company will develop different product series accordingly include high end, middle end and low end. About the price tactic, based on the market characteristics of carpet products and the product cost, NR company will take penetration pricing tactic for low end product, take satisfaction pricing tactic for the middle end product, take skimming pricing tactic for the high end product. About the place tactic, considering the carpet market is an emerging market, the current market space is comparatively blank, in order to avoid direct competition, NR company will take regional exclusive distribution tactic, appoint the exclusive agent in target region, avoid competition between similar agent in the same region. About the promotion tactic, while it is still in the bud for domestic carpet consuming culture, so push strategy is the main tactic, NR company’s sales people work on the promotion and sales in target region. After analysis and design of the market strategy and tactic for NR company, in order to promise effective implementation of the strategy and tactic, NR company adjusted the relative departments accordingly, improve the function of the sales department, strengthen the department training, improve the checking system, try to guarantee the effective implementation of the market strategy and tactic.Overall, the thesis take NR company as the object of study, analyzed and designed the market strategy and tactic, for the company, it find out the new market outlet, for other carpet business friends, hope this can be taken as a reference under the current fierce competitive environment.