Research On Marketing Strategy For Van Gao Design & Engineering Co.,Ltd.

With the progress of society and the development of science and technology,it has developed the Chinese basic infrastructure and promoted the rise of Chinese real estate and the prosperity of decoration industry at the same time.However,in recent years,the continued decline of the social economy has made various economic entities cautious about investment issues.The lower threshold made more small decoration companies enter,which caused some kinds of vicious competition.With the price of decorative materials has continued rising and the strict regulation of the real estate industry by the government announced has led to a downturn in the decoration and decoration industry,such as the strict control plan for the number of commercial premises and mansions,which caused the gradual decline of the decoration industry.Many decoration companies are in a state of deficit or bankruptcy due to poor management.So it is important to research on the marketing strategy of decoration industry.Taking Dalian VanGao decorative design and engineering Co,Ltd as the research object,in this paper we study the research strategy of the company.Based on the analysis of problems and reasons,it is found that Dalian VanGao decoration design engineering Co.,Ltd.has only public decoration customers through single source currently,whose rate of repayment is slow.In addition,the market channel management is chaotic.There are also some problems with price strategies.The company does not have an independent sales department,the general manager as an only person exercised the responsibility of the sales department.The company needs to improve its marketing strategy to meet the changing market demand.This paper analyzes the marketing environment of VanGao from two aspects: macro environment,which mainly involves several aspects of political regulation,economy,and human geography.The microenvironment is analyzing from suppliers,customer needs,competitors in the same industry and the public,and analyzing company from the deep internal and shallow level of the company's two aspects with the theory of SWOT,what is the advantages,disadvantages,opportunities and threats,and put forward several alternative strategic methods.Through the analysis,we understand what the customer needs in the market for the decoration and decoration of houses or public spaces,what is the competitive advantage compared with competitors,the level of processing technology of upstream suppliers and the resource capabilities provided by suppliers.With the analysis and understanding of national policies and their orientation,direction of market development,types of customer,and customer distribution areas,we can achieve the classification of customers and find out the optional development plans for various types of customers;and focus on developing new customers' accumulation,make new-come-from-old customers plans;collect and sum up the customer's need for decoration for decorating the improvement of the service level of Dalian VanGao decoration company and establish a good corporate image.we will analyze precisely compared with the advantages and disadvantages of competitors,in order to know them as ourselves;Analyze and screen strictly the level of processing technology of upstream suppliers and the resource capabilities provided by suppliers,in order to determine and achieve lower costs and better ideas for the different needs of customers.It lays the foundation for the combination of short-term efficiency and long-term development marketing strategy and development strategy.