Research On Marketing Strategy Optimization Of Floor Heating Products Of Zhejiang T Company

In recent years,the home-living standard has gradually improved as a result of the gradual increase of disposable income of our residents.And our consumers are paying more attention on the Smart Home.As one of the life patterns of the Smart Home,the development scale of intelligent floor heating continues to expand.And its product price becomes more and more affordable in wake of the development of the production technology of floor heating and the expansion of the market.Zhejiang T company is a technical manufacturing enterprise integrating the design,production and sales of high-end floor heating products,and it mainly based on the production of intelligent floor heating systems,precision valves and floor heating pipes.Under the current background of the favourable market prospects and development in this industry,the company is facing with such problems,including the continuous decline in sales and profit margins,the decline in market competitiveness of the product portfolio,and the loss of market share for years running.Therefore,the company needs to optimize and perfect the current marketing strategy and marketing mix strategy urgently to turn the situation around.Based on the above research background,taking Zhejiang T Company as the research object,this paper analyzes the internal and external market competitive environment of the company and deeply explores its existing marketing problems combined with the current situation of the company's marketing by the application of PEST and Porter's Five Forces Model.This paper finds out the internal strengths and weaknesses and external opportunities and threats of the company,and identifies the chosen direction of marketing strategy that is suitable for the future development with the use of SWOT matrix analysis and the comparison of the marketing strategies of competitors.This paper also further clarifies the company's consumer market segmentation,target market selection and positioning with the optimization of STP marketing strategy.This paper puts forward the feasible marketing strategy optimization programs with the application of 4P marketing mix strategy.Moreover,the implementation scheme for the safeguard of strategy implementation was proposed to ensure the maximization of the implementation effect of marketing strategy.This research also fully shows the necessity of the company's marketing strategy optimization by using the questionnaire survey method,and sample questionnaire survey data faced to the consumer groups and distributors of the floor heating products to make the research process practical,feasible and scientific.This paper provides the prospective optimization schemes of marketing strategy and marketing mix strategy for the company's marketing operation to help the company clarify the development direction,to improve sales performance,and to avoid business risks with closely relating to the marketing practice of the company's floor heating products,and adopting the method of combining theory with practice.Meanwhile,the author also hopes that the research results can provide a beneficial reference for the marketing management of similar enterprises in this industry.