Research On Marketing Strategy Of Yuanda Construction Engineering Co.,Ltd

With the continuous innovation of people’s consumption concept,people pay more and more attention to the architectural aesthetic feeling,which makes the architectural decoration industry get further development.As the name suggests,the architectural decoration industry is a kind of behavior of beautifying and decorating on the basis of the original buildings,which is more based on the display of crafts and works of art.The construction industry has already appeared in the early years,but the rise of the architectural decoration industry in our contemporary can be popular.The whole construction industry has gone through 40 years of development,is an important part of China’s national economic development process,can also be said to be an important pillar industry.In the architectural decoration industry,curtain wall project is a new type of architectural decoration product.It started in the 19th century,but it does not mean that its development speed is slow.At the beginning of the 21st century,China’s curtain wall technology has developed to a level comparable to some advanced countries in the world.Then,with the rapid development of technology and economy in China,the process of urbanization is accelerating,and the architectural decoration industry has made great breakthroughs,especially the curtain wall technology,which has occupied a large part in the world.On the basis of previous scholars’ theories,this paper summarizes the views on the marketing strategy research of architectural decoration industry.Many theoretical views have promoted the development of decoration industry.This paper takes Yuanda Construction Engineering C o.,Ltd.as the background,analyzes it from the two aspects of industry development and marketing status.Under the background of market environment,it uses the powerful tool pest The macro marketing environment and micro marketing environment of Yuanda Construction Engineering Co.,Ltd.are analyzed in detail by the analytic method and Porter’s five forces model.At the same time,the SWOT analysis method is used to systematically analyze the advantages,disadvantages,external opportunities and threats of Yuanda Construction Engineering Co.,Ltd.in the first marketing environment,so as to find out the problems existing in this aspect of the company,and find out the unreasonable methods in marketing management.Then,according to the company’s own resources and environmental conditions,the customer group is subdivided,and after selecting the target market,the accurate positioning is carried out,and the reasonable solutions are obtained.According to the STP analysis of market segmentation,target market selection and market positioning,the company’s marketing strategies are formulated,including product strategy,price strategy,channel strategy and promotion strategy.After making the appropriate strategy,it gives the implementation suggestions.Under the guidance of marketing theory,this paper takes Yuanda Construction Engineering Co.,Ltd.as the research object,based on the analysis of its marketing status and existing problems,finds out its own advantages and disadvantages,external opportunities and threats in the industry development environment,formulates the marketing strategy that is really suitable for the enterprise’s own development,and finally gives the corresponding implementation suggestions for the future The development of big Construction Engineering Co.,Ltd.lays a theoretical foundation.