Research Marketing Strategy Of SW Ceramics Company

In recent years,with the rapid development of economy,the building ceramic enterprises have also developed leaps and bounds.However,as building ceramic enterprises developed rapidly,its sales faced a dilemma and went into a bottleneck period,especially under the current following situations: the real estate policy issued frequently,the intensity of environmental supervision increased,production capacity reduction,structural adjustment of multip le comprehensive factors constraints.It is imminent to know how to explore a way to adapt to the requirements of the development of The Times,but also in line with the actual business situation of the enterprise product marketing strategy development.SW Ceramics CO.,Ltd.is a leading company in the local building ceramic industry.This paper makes an in-depth analysis of the product marketing strategy of SW ceramics company based on the 4P marketing theory,aiming to promote the enterprises to optimize marketing strategy,so as to ultimately improve the product sales performance and the core competitiveness of the brand.This paper firstly analyzes the marketing environment of SW ceramics company by adopting the methods of investigation and research,system analysis,qualitative analysis,fuzzy comprehensive evaluation,etc.Then,it fully analyzes the "macro" and "micro" environment faced by the company,and elaborates on the regional distribution,leading enterprises and main competitors of the industry on the "medium" level,and indirectly expounds the opportunities and challenges faced by SW ceramics company at present.Moreover,based on the 4P marketing theory,this paper constructs a fuzzy comprehensive evaluation index system based on product,pric e,channel and promotion.Then by using the expert experience method and AHP analytic hierarchy to select the weight vector to evaluate the implementation of the product marketing strategy of SW ceramics company,and combined with the actual situation of t he current enterprise,the suggestions on optimization are given.The research results of this paper show that the company’s product innovation and r&d capabilities are positively correlated with sales performance,and the value of the brand indirectly determines the value of the product.A flexible and effective pricing method should be adopted in combination with the classified and graded pricing system.Only under the supervision of the market price follow-up system can healthy competition be formed.For the channel control ability,this needs the effective support of the management information system.Through the cooperation with professional logistics companies to make up for the lack of online and offline marketing channels in the transport;Break the traditional promotion mode and give full play to the advantages of new media to carry out a variety of ways of promotion combination.In this way,under the circumstance of formulating reasonable business promotion policies,the market share of products can be maximized.