Study Of Marketing Strategy Of RZSA

In recent years,driven by the acceleration of urbanization and the high-end development of decoration and decoration demand,China’s ceramic output continues to increase on a high base.Data show that from 2010 to 2019,the sales volume of architectural ceramics in China increased from 254.4 billion yuan to 533.5 billion yuan,with a compound annual growth rate of 9.7%.In such a rapidly growing market,industry concentration is relatively low.All the time,the whole ceramic market is dominated by small and medium-sized enterprises,and the competition is also very fierce.In addition,consumers’ requirements for ceramic building materials are also changing with each passing day,with increasing demands for environmental protection,function and aesthetics.In 2019,the ceramic plate pan-household application of this new tuyere formally formed.Detonated the whole ceramic industry new development.In such a positive but relatively competitive industry development situation,RZSA as domestic ceramic products,especially in the field of ceramic plate the business gold agents,how to choose good further subdivision circuit,better improve their market share,enhance consumer satisfaction and retention has become a very important question.Taking RZSA as the object of analysis,this paper firstly makes an in-depth analysis of the current marketing situation of RZSA,and then points out four deficiencies existing in the marketing process of RZSA at the present stage.First,the product richness is relatively low,so it cannot timely make corresponding changes to consumers’ demands.Second,the product price is too low,although it brings good sales volume,but it limits the profitability of the enterprise;Third,the channel is relatively inefficient,and there is no way to help enterprises achieve efficient customer acquisition;Fourth,the promotion mechanism is relatively simple,which can not only improve the sales volume of consumers,but also fail to realize the cultivation of consumer loyalty.Finally,based on the existing marketing deficiencies of RZSA as a starting point,the paper puts forward corresponding solutions.In terms of the establishment of the marketing team,the article puts forward the types of marketing talents to be recruited to help RZSA form a better marketing team.In terms of products,I should improve my ability to grasp the market demand and establish a corresponding new product development team to enhance the competitiveness of products in the market.In terms of price,re-formulate the corresponding price strategy,match the corresponding brand strategy and service strategy,and improve their profitability while ensuring sales volume;In terms of channels,optimize the channels again to improve their customer acquisition ability;In terms of promotion,the promotion system should be updated so that enterprises can not only improve consumers’ willingness to spend but also promote consumers’ loyalty through promotion.