The Study On The Marketing Strategy Of Armacell Company In Chinese Market

Armacell company is an international company who has advanced foaming technology and has many years experience, and it has exclusive technique in thermal insulation, sound absorption, noise reduction material, foam sandwich materials, protective and packing foam material manufacturing. Since the Armacell company's products into the market of our country, great progress has been made in the business, occupation of the Chinese thermal insulation materials industry part of the market share. Since the Armacell company marched on the market of our country, it has great progress in its business, and grabed part of the market share in the thermal insulation materials industry. At the same time, such as the China and the United States Kaimen, Yingsheng, Huamei, Duken and many other well-known international brands of the insulation fields also entered the Chinese market. What's more, through their respective advantages, they have occupied a space for one person in the Chinese market. And in our country, the insulation industry is a sunrise industry of energy-saving environmental protection. The elomestic enterprises occupy most of the market share with the low prices. In recent years, although the Armacell sales in China market of the insulation material is increasing year by year, and its sales had reached 253 million to 2014. but in the face of increasingly powerful competitors, Armacell must consider how to get more market share in China and enhance the market position to make the sustainable and stable development. As for Armacell, choosing what kind of marketing strategy can effecting use their own advantages, seize the opportunities of the Chinese market, and promote the further development of the enterprise, their paper integrates all kinds of product, or enterprise marketing strategy analysis ideas and research methods, have a certain reference value and significance.In this paper, Armacell company as an example, it gives a detailed analysis of the macro environment of China's thermal insulation materials market for Using PESTEL analysis model, and an industry competitive environment analysis using Five Forces Model, the analysis of the advantages and disadvantages to company, opportunities and threats to the environment using SWOT analysis method, and an analysis of the internal resources of the company. Based on the analysis results of internal environment and external environment, it conducts market segmentation to determine the target market. According to the 4P marketing strategy combination and comprehensive marketing strategy theory, choose optimization of marketing strategy for Armacell market in our country. Meanwhile it specially formulates measures to ensure the smooth implementation of the marketing strategy, including personnel security, performance assurance, process control, etc.Armacell company should devote resources to product strategy, channel strategy and marketing strategy, relations strategy, public service marketing strategy, and constantly develop new products, improve the development of network marketing channels, pay attention to public welfare activities to enhance the brand image. Scientific marketing strategy and the implementation of measures help Armacell company apply to the volatile market Using limited funds and human resources, reduce the waste of resources and idle, help enterprises to be more comprehensive and clear market development, to maximize the marketing strategy of the function, and makes the Armacell successfully occupying China's market.