Research On Marketing Strategy Optimization Of Decoration Company Of China Construction M Bureau

With China's economic growth trend becoming more and more stable,the growth rate of the construction and decoration industry tends to be stable,and the construction and decoration units across the country are in a wave of sand,only the best are left behind.In the past few decades,with the development of reform and opening-up,the construction and decoration companies have been growing,and then they have entered the peak period.However,in recent years,due to the fierce competition among decoration companies,vicious competition and other problems occurred frequently in order to seize the market,the development of China's engineering construction decoration companies has also entered a bottleneck period,and the development is obviously restricted.As a state-owned enterprise,the Decoration Company of China Construction M Bureau has developed for 30 years.It has the advantages of general contracting brought by the nature of state-owned enterprises.It also has many problems,such as single product,high management cost,weak bargaining power,insufficient deep excavation of project channels,less tangible display,insufficient project performance and marketing linkage,and uneven quality of marketing personnel.The author analyzes the current internal and external environment of the Decoration Company of China Construction M Bureau,conducts STP analysis of the target market,and concludes the direction of enterprise development.Using 7Ps service marketing strategy,the author optimized the problems of marketing strategy existed in the Decoration Company of China Construction M Bureau individually.First,for the single target product of the company,it proposes to enrich the comprehensive transformation and garden product line.Second,in view of the high management cost and weak bargaining power of the enterprise,it puts forward different pricing strategies for different customers;Third,for the insufficient depth of channel excavation,it is proposed to dig deeply the existing customers and upstream and downstream resources to broaden project sources;Fourth,aiming at the imbalanced ability of the marketing team,it is proposed to establish a complete marketing system and strengthen the quality training of marketing personnel.Fifth,in view of the single mode of enterprise publicity,it is proposed to formulate owners' inspection standards to optimize the physical display;Sixth,in view of weak linkage between site management and marketing,it is proposed to strengthen the linkage between internal construction management and marketing,and strengthen key customer maintenance and control of the process to achieve the goal of optimizing the existing service marketing strategy of the Decoration Company of China Construction M Bureau.Seventh,restricted by the industry environment and promotion methods,etc.Through a series of optimization strategies are put forward,it provides theoretical support and basis for the development and expansion of the Decoration Company of China Construction M Bureau.