| The construction efficiency and comprehensive cost of construction projects have been paid more and more attention by the society.The state has vigorously promoted building assimilability,and the assembly rate has become an important indicator of building approval.PEB(prefabricated engineering building)has been recognized by the market because of its high assembly ratio,strong variability,light deadweight,superior seismic performance and low cost and high construction efficiency.On the other hand,China's steel production is the world's largest,but the number of construction labor declines rapidly,in the context of high labor costs and relatively reasonable steel prices,PEB with its high efficiency and low price characteristics has won the market favor,especially for industrial buildings.Company B is an integrated solution provider for PEB based in Kansas.It provides consulting,design,manufacturing and installation services to customers in the industrial construction field.In 1992,Company B introduced PEB into China.With the development of domestic economy and the vigorous development of the industry,the annual sales of Company B reached the historical peak with 3 billion yuan in 2010,and the market share exceeded 4%.However,limited by the transport radius of steel components,the PEB market is more decentralized,and there are a large number of enterprises in the same industry.At the same time,due to the lack of technical protection in the industry,the difficulty of imitation is not high,and the market homogenization competition is fierce.Since 2011,the market share and sales revenue of Company B have also declined significantly.By 2014,sales were only 1.2 billion with only 1.5% market share.Although the company's sales have recovered in 2016 and 2017,lower profit margins and only 2% market share still limit the company's development.On the other hand,as the most attractive market in the world,it is not easy for China to maintain economic growth of more than 6.5%.Therefore,Company B in China has its own business growth needs,but also should seize the opportunity of economic development at this stage to expand the market.This paper takes Company B as the research object.Firstly,through the analysis of the company's development process and marketing status,it finds that the main problems of the company are: The profitability and brand influence is declining.The macro environment is discussed through PEST analysis,and then based on 5C analysis,the total volume,structure,distribution and competition pattern of prefabricated light steel structure industry are compared.Then,according to the development trend of different types of manufacturing industry in China,through the study of customer demand and decision-making behavior characteristics of manufacturing enterprises,to determine customer demand,and identify opportunities and challenges for the development of manufacturing enterprises.Then,combined with the company's core resources and marketing positioning and other aspects of the analysis.Finally,the corresponding strategies of increasing product mix,providing customized services,approaching market pricing,differentiating payment methods,expanding marketing channels and Advisory promotion of "please come in,go out" are formulated.The research results of this paper not only have constructive significance for Company B,but also have certain reference significance for the companies that meet the sales bottlenecks and need to change and are looking for solutions. |
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