Research On Marketing Strategy Of SG Company In China

In the past 30 years,China's economy,represented by the real estate industry,has grown rapidly.During this period,door and window hardware accessories,as the supporting products of the real estate industry,also achieved explosive growth.China is becoming the world's largest market for door and window hardware production.From the perspective of long-term market development,China's door and window hardware industry will continue to show a new development trend of expanding scale,expanding product coverage,foreign brands continue to lead the high quality products,domestic brands will gradually become stronger,and the comprehensive competitiveness of the industry will be improved.With,the continuous improvement of people's living standards,the rapid development of modern technology and the state's attention to building energy conservation,the wide use of high-end door and window hardware will become the main development trend of door and window hardware in the future.SG Company was founded in Germany in 1914.After more than 100 years of development,SG Company is one of the largest window and door hardware manufacturers in Germany and Europe.In early 2001,SG Company entered the Chinese market and registered a wholly-owned enterprise,mainly engaged in original hardware products synchronized with Germany.Although the overall market prospect of the domestic market goes well,that many manufacturers don't have innovation and sustainable development strategy still is our concern.The homogenization is very serious,and the simple and traditional model,which directly lead to the vicious competition.The SG Company also faced with a series of problems,such as product positioning,price benchmark,marketing channel construction,promotion methods and so on.In view of the above problems,this paper take SG's current marketing strategy in China as the research object,use pest research method to analyze the company's external environment,uses Porter's five forces model to understand the company's internal environment,and finds out the competitors.This paper also conduct a questionnaire survey on customers' consumption behavior to understand the characteristics of domestic door and window hardware purchasing behavior.Clear out SG Company's target selection and product position.From the perspective of marketing strategy,Take the elements of SG Company's products,prices,channels,sales promotion and competitors to analysis,then elaborate how to imply marketing strategy objectives.This paper systematically puts forward the optimization scheme for the existing marketing strategies of SG Company.It is also hoped that this topic will be helpful for the fellows of the imported brands of door and window Hardware Company during solve the practical problems of SG Company in China market.