Research On Marketing Strategy Of Xinjiang Zebra Decoration Company

According to the annual report of national economy,the construction and decoration industry is the fastest growing industry in China in the past 20 years,and it is also an full of vitality and potential industry.In recent years,with the increase income of Chinese residents,the improvement of urbanization level,and the transformation of consumption concept,residents' income to improve living environment continues to increase,and their demand for home decoration is constantly diversified and personalized,which provides opportunities for home decoration enterprises and challenges.At present,the domestic construction decoration industry is still in a low level of competition,relying on the way of price war to attract customers,making enterprises in the industry thin profit.Xinjiang zebra decoration engineering company has a history of more than 10 years since its establishment.Although the company has made some achievements,the overall development is not much improved.Companies should develop marketing strategies more appropriate to the current environment and better grasp opportunities.This paper mainly studies the marketing strategy of Xinjiang Zebra decoration project company.First of all,through the analysis about the present situation of Xinjiang Zebra decoration project company marketing,find the problems existing in the company,including market segmentation and positioning,product innovation ability is poor: Network channels,pricing of the single and not clear;secondly,analyzes the marketing environment,summarizes its advantages,disadvantages,opportunities and threats,and provides a basis for the formulation of marketing strategies.Then,through the market segmentation,chose four target markets for the company.And use marketing mix theory to formulate marketing strategy.The product strategy includes the improvement of traditional products and the product innovation of "organic integrated home decoration".The channel strategy includes the deep cultivation of original channels,the strengthening of network channels and the exploration of secondary sales channels.The pricing strategy includes formulating clear quotation description and multi-aspect combination pricing.Promotion strategies include implementing advertising promotion,changing personnel promotion methods,strengthening business promotion and emphasizing public relations promotion.Finally,to ensure the implementation of marketing strategy,we puts forward safeguard measures from four aspects: organizational structure,incentive mechanism,corporate culture and personnel management.In order to improve the company's marketing level and achieve sustainable operation.