Arketing Strategy Of Yg Company’s Exterior Wall Insulation Products

YiGao Company is a joint-stock enterprise engaged in the research,development,production,sales,construction and service integration of building energy-saving wall insulation materials and related products.Before 2015,the company operated very well and made a lot of profits.However,in recent years,with the fierce competition in the market,YiGao has been losing money continuously.It is in this context that this paper is on the external wall of YiGao.The marketing strategy of insulation products was studied.In this paper,the theory and practice,taking YiGao’s external wall insulation products as the research object,firstly from the current situation of YiGao company,introduces the marketing status of YiGao company’s external wall insulation products,analyzes the problems existing in YiGao’s external wall insulation products,and utilizes 4P theory analyzes the reasons for the company’s marketing problems.Using the PEST research method,the marketing environment of YiGao’s external wall insulation products was analyzed,and the advantages,disadvantages,opportunities and threats of YiGao were analyzed using SWOT analysis methods.Using STEP theory,the market segment was subdivided,and the target market of YiGao’s external wall insulation products was selected,and the products were market-oriented.After studying the STP strategy of YiGao’s external wall insulation products,the 4P theory was used to optimize the marketing strategy of YiGao’s exterior insulation products.The product strategy was formulated from the aspects of product packaging,product group and brand strategy.The pricing power of product prices is given to the customer’s “first-level pricing” strategy.The channel strategy is formulated from direct sales,distribution,and internet marketing,and channel strategies are formulated from both advertising and exhibition.Finally,in response to the implementation of the marketing strategy,the implementation of safeguard measures has been formulated from the aspects of organization,manpower and culture.