Research On The Marketing Strategy Of Traditional Home Improvement Companies

In recent years,with the development of economy and society,people's living standard has been continuously improved.The advent of the Internet era has led to technological upgrading and transformation in all walks of life,and finally led to changes in people's consumption behavior and habits.In recent years,the real estate market is hot and the pace of China's urbanization is accelerating,home decoration industry has been rapid development,industry competition is becoming increasingly fierce.With a large number of new consumer groups have gradually accepted and accustomed to the online shopping lifestyle of this favorable background,many Internet home decoration enterprises like bamboo shoots after a spring rain.However,the home decoration industry has always been a "big market,small business" development problem,in the face of the rise of Internet home decoration enterprises,traditional home decoration companies must start to design and improve their own business model.In this case,it is of great significance to study the business strategy of home decoration enterprises and develop a new business operation model.Taking yantai OS decoration company as an example,this paper introduces the research background and significance of this paper in the beginning,and defines the relevant concepts of home decoration.STP marketing theory,PEST analysis method,porter's five forces model and other tools are used to analyze the development stage and existing operation mode of domestic home decoration industry(especially Internet home decoration enterprises),and to find out the development pain points and shortcomings of the industry.In the middle part,I made a case analysis of OS decoration company,and found its advantages,disadvantages,opportunities and threats in the development competition by using SWOT analysis method.Combined with the questionnaire and the company's early order data analysis and summary,from the market segmentation and positioning,product design,pricing,channels and services five aspects for the company to innovate business model.Finally,the implementation plan and safeguard measures of OS decoration company's new business model are proposed,and the summary and prospect are put forward.The research in this paper is expected to help OS decoration companies in transformation optimization and market development,as well as provide reference for other companies in the industry.