Marketing Strategies Improvement Research On Wallpaper For German Rasch Company In China

Wallpaper is a very representative wall decoration material.It has developed for more than 40 years in China's decoration material market.The application scope and application amount of wallpaper have realized rapid improvement with the rapid development of real estate market for many years.By the end of 2018,wallpaper in the economically developed United States,Europe,Japan and South Korea and other countries with advanced design concepts,wallpaper paste rate in the interior decoration reached more than 80%,and China's wallpaper paste rate in the interior decoration accounted for less than 15%,therefore,wallpaper in China's development potential has great room for improvement.With the rapid development of the wallpaper industry,some problems have emerged,such as the non-standard market,serious product homogenization,and untimely introduction of industry standards.The chaos in the wallpaper industry has been improved along with the fierce competition in the market,resulting in the overall profit of the wallpaper industry dropping by more than 50% year on year.Accordingly,whole wallpaper industry must want to accomplish self-discipline ability to have bigger development space.For Germany Rasch decorative wallpaper,stand out in the market conditions,must be on the basis of guarantee the quality of the wallpaper products,create a high standard of brand image,play the factory's technical specialty,to product quality and added value as the core competitiveness,and through the accurate brand positioning and efficient marketing strategies to increase market share.Starting from the marketing theory,this paper takes the German Rasch wallpaper as the research object,studies the internal and external environment of the German Rasch wallpaper through PEST analysis,industry analysis and SWOT analysis,analyzes the marketing status of the German Rasch wallpaper,and puts forward the deficiencies of the existing marketing strategy of the German Rasch wallpaper.A questionnaire survey was conducted on existing online and offline dealers of German Rasch wallpaper to obtain their opinions and expectations on the marketing strategy of German Rasch wallpaper.And put forward the accurate brand positioning,finally from product strategy,price strategy,channel strategy,brand publicity strategy,promotion strategy,after-sales service strategy six aspects of marketing strategy optimization plan of Germany Rasch decoration wallpaper.