Research On Marketing Strategy Optimization Of R Decoration Company

With the improvement of my country’s economic development level,the acceleration of urbanization,and people’s pursuit of the living environment,the real estate and construction industries continue to flourish,and the building decoration industry also develops.The output value in 2019 is nearly 4.5 trillion yuan,and leading enterprises account for less than 1% of the total output value,and the industry has a large gap for growth.In recent years,industry growth has slowed from about 17% to7%,corporate revenue growth has slowed,and scale expansion has been weak.As the cost of labor and materials increases,competition intensifies,and the industry is facing bottlenecks.The marketing strategy of companies is particularly important.R Decoration Company is mainly engaged in architectural decoration business.In recent years,the growth of public decoration business has not been obvious,and the development of residential decoration business has been hindered.In order to improve operations,R company needs to optimize its marketing strategy,expand its business scope,enhance its brand image,increase market share,and promote stable growth in R company’s revenue.This article analyzes the macro environment and industry status of R company by consulting literature,interviewing company management,collecting sales financial data,etc.,using the PEST model and SCP model,and discovering that the industry has product convergence,narrow channels,and brand weaknesses.The factors of vicious competition affect the operation of R company.For projects undertaken by the architectural decoration industry,the product output is customized and cannot be copied.Based on the analysis of industry characteristics,R company’s comprehensive strength will affect its bid winning rate in public decoration projects,and its residential decoration business capabilities are also weak.In the marketing mix of R company,there are marketing problems such as weak product development capabilities,insufficient channel width,insufficient brand promotion,high labor costs,and weak pricing capabilities.To cope with such problems,this article proposes marketing optimization measures to improve the use of BIM technology,deepen product services,expand marketing channels,strengthen brand influence,and flexible pricing.Aiming at the difference between public decoration and residential decoration business modules,this article proposes specific methods including enhancing construction qualifications,establishing private decoration sub-brands,home decoration customization services,and Internet platform development to improve its marketing capabilities,comprehensively enhance its corporate competitiveness,and promote market share Increasing rates and increasing corporate revenue.In order to consolidate and strengthen the implementation effect of R company’s marketing strategy optimization plan,this article combines the current situation of R company to put forward safeguard measures for regular evaluation,performance system reform,and adjustment of organizational structure.Finally,this article puts forward an outlook on the future operation of R Company in the public and private installation markets.This article starts from the operating status of R company and combines the characteristics of the architectural decoration industry to research and analyze its marketing strategy and optimize and improve it to help R company enhance its corporate competitiveness.It is hoped that the article can provide a reference for the optimization of marketing strategies in the architectural decoration industry.