Research On The Marketing Strategy Of)the Dreamhome Decoration Of Kunshan

Home decoration industry experienced four stages of development: mutual assistance of family and friends,sporadic contract workers,home decoration company and chain group,which developed rapidly at the end of the 20 th century and gradually matured.With the rapid development of the economy,especially the rapid development of the real estate industry,it also stimulates the development of the home decoration industry.But with the rapid development of home decoration industry,there are many problems.The disordered market competition makes the industry profit transparent and the pure profit reduced;the entry threshold is too low and the employees are uneven,which leads to the industry is not standardized;the innovation ability is insufficient,the marketing strategy is highly overlapped and extensive,which can not keep up with the progress of customer demand.However,the information age has reduced the information asymmetry situation,thus changing the customer's consumption pattern and consumption cognition.Therefore,facing the new background,it has practical significance to study the new marketing strategy of home decoration industry.Based on the theory of marketing and the background of Kunshan regional macro environment,this paper takes Kunshan company of Beijing Dreamhome Decoration Group Co.,Ltd.(hereinafter referred to as Kunshan Dreamhome decoration)as the research object,studies the marketing problems faced,analyzes the positioning,proposes solutions,and improves the marketing strategy.In this paper,4Ps,4Cs,SWOT and other marketing theories are used for analysis and research.Based on this theory,firstly,the macro marketing environment and micro marketing environment of Kunshan region are analyzed,which makes the research more targeted,refined and practical.Macro marketing environment is mainly discussed from policy environment,Kunshan Economic Development and real estate industry development.The micro marketing environment mainly discusses the current situation of Kunshan home decoration industry,the operation strategy of home decoration company,the marketing strategy of competitive products company and themarket situation of building materials.Finally,SWOT theory is used to further analyze the marketing environment,including strengthening advantages,solving disadvantages,seizing opportunities and avoiding threats.The paper also further analyzes the company structure and personnel situation of The Dreamhome Decoration of Kunshan,and discusses the current situation and existing problems of the company's marketing,so as to provide the basis for the next step of strategy optimization.The analysis shows that the current marketing strategy of The Dreamhome Decoration of Kunshan has some problems,such as scattered marketing system,extensive implementation of marketing scheme,high coincidence between marketing strategy and competitive products company,and disconnection between team building and marketing mode.This paper uses marketing theory to optimize the existing marketing strategy.From the target customer group re combing,using 4Ps,4Cs theory to improve the existing marketing strategy three aspects were analyzed.The target customer group is discussed from four aspects: group structure,demand preference,catalyst situation and real estate situation.4Ps marketing strategy improvement is discussed from four aspects: product,pricing,distribution and promotion.4Cs marketing strategy improvement from the customer,cost,convenience,communication four aspects.This paper requires The Dreamhome Decoration of Kunshan to have a clear understanding and judgment of the market environment in order to promote success.