Research On Marketing Strategy Of The F Decoration Company

With the improvement of the economy,People have the higher pursuit of the living environment in recent years.The house decoration industry has become a consumer hot spot.However,with the maturing of the house decoration industry,some problems exposed.The house decoration industry has low entry barriers and low concentration,and the market competition is chaotic.There’re only mainly small and medium-sized enterprises in the industry,which presents the status of “big market,small enterprises.” With the implementation of the well-done finishing,the real estate companies in the house decoration industry are gradually occupying market share,making the development of house decoration companies more difficult.In this case,it’s meaningful to study the service marketing strategy of the house decoration.This paper is about Dalian F Decoration Company,which mainly focus on upmarket and professional design and has a 15-year history of development.Firstly,PEST model and Porter’s five forces analysis are used to analyze the opportunities and risks of F’s external environment company.And the advantages and disadvantages of F’s company are analyzed by the study of the internal environment and customers survey.Then,the shortcomings of the company’s marketing strategy are analyzed by the SWOT model.The house decoration industry has a broad development market with fiercely competition.And F company’s marketing positioning is vague and customer resources are single.Based on the company’s situation,this paper helps F company to clarify the its positioning and development direction.Then the writer formulates the company’s marketing strategy optimization plan: adjusting the target customers and establishing new sales channel.Finally,human and financial resources are adjusted in order to ensure the implementation of marketing strategies.Through the research in this paper,I hope to bring more customers and market share for F company.And make it possible for the house decoration industry to develop in a healthy and long-term manner.