Study On Marketing Strategy Of Gypsum Board Of Company A

Although gypsum board has not developed for so long time in our country,with rapid development,it has basically formed a competition mode with large enterprises as the main body to drive the growth of the industry.The leading companies in the industry have made fruitful contributions in technology development,product development and promotion,and have played an active role in the development of the industry.In recent years,China has stepped up the development of environmental protection materials.Plasterboard can benefit the waste of thermal power plants and contribute to saving resources and green environmental protection.Therefore,large gypsum board companies have been strongly supported by various government policies.In addition,with the development of economy and the improvement of people’s living standard,more and more people need more and more health and environmental protection,which makes green building materials have a place in the market.In the current green environment,gypsum board application prospects are good.According to the data of Zhiyan Consulting Network,China’s gypsum board industry has been developing steadily.In 2018,China’s gypsum board market space is about 3 billion square meters,which is expected to increase to 4.1 billion square meters by 2025,with a compound annual growth rate of about 3.5 percent.However,in recent years,the investment of foreign enterprises in gypsum board industry has been increasing,their innovation ability is stronger and their production mode is more optimized,which has caused great pressure on the development of most small and medium-sized enterprises.With the rapid development of gypsum industry,gypsum board industry also has many problems:overcapacity,homogenization and fierce competition.In this case,many gypsum board manufacturers realize the importance of marketing strategy and want to make products occupy more markets,improve their service level and promote the better flow of products to the market by making reasonable marketing policies.In the market to occupy an active position,to obtain greater rights and interests.As the old township cement factory in Emeishan City,A company is a local star enterprise.Since the establishment of the factory in 2000,through deepening the system reform and technological innovation,the enterprise has now developed into a comprehensive group which integrates the diversified business models of commerce,real estate and tourism development.In recent years,the state strongly advocates environmental protection and A company’s core business cement business overcapacity,A company because the surrounding rich gypsum resources,and close to Chengdu geographical location superior,began to expand the gypsum board market.At present,a 30 million square meter / year gypsum board production line has been built,and it is planned to add another 50 million square meters / year gypsum board production line by the end of 2023,which fully conforms to the requirements of the national development of intensive enterprises.By using the methods of literature research and investigation analysis,this paper makes a thorough,comprehensive and detailed study on the Marketing planning of gypsum board of Company A.This paper first analyzes the current situation of gypsum board business in A company,puts forward the problems existing in the marketing of gypsum board business in A company,and then uses PEST model and Porter five-force model to analyze the external macro environment and micro environment of gypsum board in A company,and provides external support for the company;The internal environment of A company is also analyzed,and the advantages and disadvantages,opportunities and threats of A company’s gypsum board market are pointed out by using SWOT model analysis.Through the analysis of the choice of S-O strategy and S-T strategy,secondary choice of WO and WT strategy to analyze the current situation of the company’s marketing strategy.Lastly,through A company’s gypsum board business market segmentation,target market selection and market positioning,as well as to formulate A company gypsum board business marketing strategy to solve the A company marketing problems.the following conclusions are drawn: A company gypsum board in the future development process,first of all,need to comply with the trend of social development,green environmental protection as the concept,actively adjust the A company gypsum board industrial structure,integration of resources,Adhere to customer demand R & D new products,increase scientific research investment to meet the needs of the high-end market.Secondly,while consolidating the existing market,we should standardize the channel management,strengthen the management of dealers and partners,expand the target market,increase the share of gypsum board in different target markets of A companies,and win space for the development of enterprises.Then,strengthen the integration of A company gypsum board media resources,increase brand promotion,especially new media,in order to stand out in brand competition.Finally,we should pay attention to the cultivation of enterprise talents,which is the mainstay of the enterprise and the lifeblood of the development of the enterprise.In addition to introducing professional talents to the outside world,the gypsum board of the A company should also strengthen the talent training and perfect the human resource system of the enterprise.