Research On The Strategy Of Shijiazhuang Market Development Of Golden Umbrella Waterproof Co., Ltd.

Due to the adjustment of China’s macroeconomic policies in 2015, our country’s engineering enterprises have been impacted greatly, and the market has been shrinking. It is difficult for real estate development enterprises to survive, meanwhile, it is facing intensively fierce challenges, and how to develop markets is a major problems facing the engineering enterprises. In the paper, by using the various kinds of theoretical tools and analysis method for marketing mastered during the period of MBA learning, it carries out a whole process’ s research and sorting out on the market development strategy of Shijiazhuang Branch of Golden Umbrella Waterproof Company. On one hand, to further clarify the target market and discuss the market development strategy which is based on core competitiveness of the company, and enrich the theoretical system; on the other hand, to analyze the architectural industry and the market situation in Shijiazhuang City, by combining with the actual situation of Shijiazhuang Branch of Golden Umbrella Company, and basing on the basic theories and analysis methods of marketing 4P, it makes the positioning and marketing strategies of for the target market, so as to guarantee that the market share of Shijiazhuang Branch of Golden Umbrella Company has increased. In the paper, by the study on market development strategy, it determines the products, prices, channels and promotion strategies of the enterprises, looks for the management strategy suited for their one development, chooses simple and practical methods for competition in the market development practice, all of which have very important practical significance.For the research of this paper, it mainly puts forward the background for the research, the significance of the subject, the content for the study, its methods and technical paths, it reviews the relevant theoretical foundation and literature. It gives an introduction to the development situation of Golden Umbrella Company’s Shijiazhuang Branch, and makes analysis of the whole market and target market for the development of the company, which makes a detailed analysis on the advantages for Shijiazhuang Branch’s development, so as to look for the core competitiveness of the company. It discusses the market positioning and overall marketing ideas of the enterprises, which focuses on the market development strategy for the company. The main implementation ways are: the differential positioning strategies for products and services, product strategies, channel strategies, experiential marketing, etc.. The analysis methods of the paper are mainly from theoretical to empirical, from general to special, and at last analyzing the market development strategy based on core competitiveness with cases. It intends to achieve the following goals by the analysis on the advantages of Golden Umbrella Company’s Shijiazhuang Branch: find the target market, develop market development strategies that can be implemented by according to the company’s core competitiveness, improve its awareness and market share in the target market.