Research On Marketing Strategy Of ZC Co., Ltd

With the development of economy and the continuously increasing demand of people, also with the strong support from the government, the estate industry has boomed, accompanied by fast development of home decoration industry. According to the data from Alibaba, the sales volume of home decoration industry has reached five trillion in 2015 with a broad market prospect. Nevertheless, there are numerous home decoration companies with crucial competition, and home decoration industry companies face the big problem of expansion of market size. Thus the home decoration companies should not only focus on quality and service, they should also focus on modern network marketing strategy to gain the competition advantages.This thesis focuses on ZC Company and takes a combination of theory analysis and case study to do research on the marketing strategy of ZC Company. First of all, we analyze the internal and external marketing environment of ZC Company by using PEST, Five Forces and SWOT analysis tools, industry life cycle theory, and competitors analysis theory. Then the thesis analyzes the present situation of marketing of ZC Company from the aspects of competitiveness, sales team, distribution channel and marketing performance, and meanwhile also analyzes the problem of the marketing situation of ZC Company from the aspects of brand, product, price etc. Secondly, the thesis gives the competitors analysis of ZC Company, and then based on the law of STP the thesis describes the market segmentation, target market selection and market positioning of ZC Company. Next, this thesis uses the 4P marketing theory to facilitate the marketing theories of ZC Company on production, place, price and promotion. At last, we explain the implementation and control of ZC Company's marketing strategy by resource optimize allocation, marketing organization optimization and marketing process, which can ensure the realization of company's marketing goal.In a word, ZC Company should seize the opportunities and make full use of the resources of network marketing to achieve long-term development of the company.