Research On Sanitary Products Markting Strategies Of K Company

China's economic growth has being slowing down since 2014, which lead to the stagnation period of domestic real estate industry. Sanitary industry, as one who connected with the real estate industry closely, was absolutely affected. The competition of Chinese sanitary market has entered a new step, it was no longer the Golden Age in which the whole market was dominated by international brands. Competition of domestic sanitary market become more and more intense.K Company is a well-known international sanitary brand with over 140 years of history. K Company entered in Chinese sanitary market in the late 20 th century. The products won many high-level consumers through solid business activities and distinctive marketing strategies.But in recent years, with the development of China's sanitary market, many domestic brands start to focus on product development and technological innovation, start to transfer their market positioning from low end to middle and high-end; Other international brands, such as TOTO, Roca and others, also gradually expand market share in China through adjusting their marketing strategies. Since K company didn't adjust their marketing strategies promptly, it's sales growth decreased rapidly and market share cannot be improved for several years; But at the same time, market share of other companies continued to rise.With the background, this paper try to do a detail analysis for the marketing strategy of K company, using PEST and Five Force model to analyze the macro and industry environment which K company is facing; using 4Ps marketing theory to analyze current marketing strategies of K company and competitor brands; connected with SWOT theory, the paper dig out strengths, weaknesses, opportunities and threats of K company; then determine the marketing position of K company products by STP theory. At last, the paper gives some advices of K company's marketing strategies. The paper try to find a way for K Company to grow in China. It is hope that K company can adjust it's marketing strategies in China with the analysis result of this paper and become leader of China's sanitary market.