| In recent years,with the rapid growth of China’s economy and the accelerated pace of urbanization,China’s real estate and construction industry continue to boom,and the building decoration industry shows huge development potential.The decoration quality has been continuously improved,and the requirements of decoration efficiency have also been continuously improved.Therefore,the demand for architectural decoration has been released,and a huge consumer market has gradually formed.However,fierce competition is hidden under the bright market prospect.In order to deal with the crisis brought by competition,enterprises are constantly looking for a breakthrough.Although H Company has made some achievements in the area of decoration industry,there is still a big gap between it and its initial business goal,and the company is facing a huge survival test.Based on H company as the research object,this paper analyzes the company’s internal and external environment condition,the development of the company scale and marketing status in recent years,using PEST model external marketing environment is analyzed,and then use the system analysis and factor analysis,the method of combining relate various elements in parts and then study,thus obtained is suitable for the company marketing the development of marketing strategy.Finally,on the basis of analyzing PEST model,using 7Ps marketing theory and STP marketing theory to conduct in-depth analysis of the company’s marketing mode and positioning,optimize the company’s marketing strategy and put forward specific safeguard measures.The main conclusions are as follows:1.The business development of H decoration company has been threatened,optimization of marketing strategy is imminent.2.H decoration company should aim at the middle and low-end customer groups in the short term,gradually incline to the middle and high-end customer groups,and take the middle and high-end customer groups as the long-term goal.3.In the era of increasingly fierce competition in the construction industry,only by continuous progress and continuous learning of new technologies and new processes,can not be eliminated by the market,taking the general needs of customers as the main direction of consideration,combined with the actual situation and their own development.Then,the company can get better development.4.After the optimization of the combination marketing scheme,consumer demand was develop more suitable for the middle and low end consumer groups of products,and adjust the corresponding product prices.Internet marketing channels have been added to expand the scope of marketing.The promotion methods have also tried to combine multi-dimensional methods.Specific requirements have been put forward for the improvement of personnel quality and process management standards,and specific suggestions have been put forward for the improvement of consumers’ sense of identity to enterprises.5.H decoration company should develop measures in terms of technology,channels,finance,material supply chain,personnel,quality management system and brand culture to ensure the smooth implementation of the optimized marketing strategy.The relevant suggestions of this paper have very important guiding significance for the positioning,transformation and marketing strategy of H decoration company,have certain reference value for similar small and medium-sized enterprises in the decoration industry,and provide case reference for the formulation and optimization of marketing strategy of small and medium-sized decoration enterprises under the background of developing internal circular economy. |
