Research On Marketing Strategy Of SY Waterproof Group Company

With the continuous growth of national economy,China has entered the new normal of economic development and the overall macro environment is favorable.Construction industry has a good development momentum.Building waterproof material,as a protective material of the construction industry,has been rapidly developed in its market.Currently building waterproofing industry has experienced more than 20 years of development and changes,while increasing the number of industry enterprises,but it is still faced with the low degree of centralization,excess capacity,adverse conditions,such as how to improve the product quality,strengthen the brand influence,enhance market share and achieve business goals for waterproofing enterprises has important significance.This paper SY waterproof group company as an example,based on the industry to the issue how to develop the marketing strategy has a thorough research,first of all,the author through a large number of industry market research and literature review,in this paper using the PEST model,SWOT,porter five models,such as marketing mix theory has carried on the simple introduction,then the SY company is politics,economy,culture and technology environment,analysis of the current macro environment for SY influence on the development of the company,Next,it analyzed the status quo and development trend of the waterproof industry,combined with the relevant text data and chart data of the industry to find out that the internal environment competition of SY company is fierce.Again through research and data sorting of SY company’s basic situation and current marketing system structure in detail,and combined with SWOT analysis method is pointed out that the system in personnel management,production equipment,the core product and lack of backward and rewards and punishment system,and the opportunity of the development policy and fake and inferior products in the industry for the threat posed by the enterprise.Finally,through the analysis of the problem causes,coupled with SY company information,product performance data such as contrast to develop the appropriate SY marketing strategy,the development of the enterprise is mainly by improving product quality,specification,price management,expand distribution channels,perfecting the promotion way and improve the public relations and service ability to achieve.Only in this way can we meet the needs of customers in the market competition,win the first chance in the market competition,and lay the foundation for developing into a benchmark enterprise in the industry.