Research On Marketing Strategy Of H Decoration Company

With the development of the Internet and the gradual popularization of online shopping,people's consumption mode and consumption demand have changed,and the traditional home decoration service has been difficult to meet the needs of young customers.At the same time,under the promotion of "Internet plus" government guiding ideology in 2015,the transformation of traditional home decoration enterprises is imperative.The research object of this paper is H Decoration Company.Founded in2015,it is an integrated home decoration enterprise integrating decoration design,materials,construction,soft decoration and other services.Although its performance has grown rapidly in the past few years,it has encountered bottlenecks in the face of increasingly fierce market competition.In this regard,this paper analyzes the operation of H decoration company from the perspective of marketing strategy,and provides ideas for the development of H company.On the basis of in-depth study of relevant theories and literature of marketing at home and abroad,this paper uses questionnaire survey method and case analysis method to analyze the marketing status of H Company,sort out the service process,and summarize the existing problems of the enterprise.Then in-depth analysis of the macro-environment and micro-environment of H Decoration company,the use of SWOT analysis of the enterprise's strengths and weaknesses,opportunities and threats,and make a strategic choice in line with the current development of the enterprise.The STP theory is used to reorganize the home decoration market.In combination with the consumer demand under the background of "Internet plus",differentiated market positioning is proposed for enterprises from the perspective of service convenience.Finally,according to the new market positioning,from all angles of the 7ps service marketing theory,combined with "Internet plus" in the era of consumer behavior is more personalized,independent convenience,Shared characteristics,puts forward the corresponding marketing strategy: according to the intelligent market positioning,highlight the core services of intelligence and convenience,and target market demand,improve the additional services targeted,highlight the value of integrated services;In terms of channels,promote the integration of network distribution and offline channels,make use of the advantages of real scene display,create an open one-stop home decoration leisure experience museum,restore the life scene,highlight the authenticity of experience,through scene design,aroma and other tangible display details,strengthen the differentiation of positioning;And in the whole service process to increase the interaction with customers,encourage customers to participate in enterprise publicity,strengthen the word of mouth management;According to the theory of service profit chain,establish a cycle that is conducive to the development of enterprises,and provide personnel guarantee for the implementation of marketing strategies.This paper studies the marketing strategy of H decoration Company,which plays an important guiding role in the development of enterprises in reality.Under the background of "Internet plus",it has certain reference significance for the transformation and development of traditional home decoration enterprises in other second and third-tier cities.At the same time,it can provide some reference for the decoration industry in other aspects of marketing research.