YH Decoration Company In Fuzhou Market Research On Marketing Strategy

With the in-depth development of the reform and opening up,the architectural decoration industry from scratch,gradually developed into a certain scale.Since the implementation of China’s urbanization strategy,the real estate industry has ushered in unprecedented opportunities for development.Based on the rapid development of the real estate industry,the building decoration industry has also ushered in a fast track of development.But in recent years,due to the low admittance threshold of decoration industry,the homogenization problem is very serious.With the arrival of the background of the Internet era,building decoration line into the era of small profits,the marketing mode and technical management mode between enterprises are much the same,leading to many decoration companies or another marketing market,or due to poor management and shut down.The disorderly competition in the market has resulted in a bad business environment and a waste of resources.Along with the development of the era,how to combine the new era of the Internet technology environment characteristics by using the theory of marketing knowledge,explore the enterprise marketing strategy,to maintain the rapid development of the enterprise,and how to make the enterprise in the invincible position in the fierce competition of small profit,the foothold in the market for decoration industry development has very strong practical significance.Based on YH decoration company as the research object,take the market marketing related theory as the instruction,in the related literature at home and abroad on the basis of basic theory and related research review,first of all,using the theory of 4 ps marketing YH decoration company’s existing product strategy,pricing strategy,promotion strategy,channel strategy and so on,analyzing the present situation and problems of marketing strategy And pointed out the YH decoration company existing marketing strategy problems,including: in the product strategy,did not set up the brand mechanism.In terms of pricing strategy,the pricing is rigid and not flexible enough.In terms of channel strategy,the promotion strategy is too closed and narrow,which is manifested in the singleness of the promotion method.At the same time,the reasons for these marketing problems are analyzed,including internal and external influencing factors.Secondly,the macro environment faced by YH Decoration Company is further analyzed and summarized with PEST method,and the competitive environment and micro environment factors faced by the Company are analyzed with the Five Forces Model,including: The competitive ability of competitors,the entry ability of potential competitors,the substitution ability of substitutes,the bargaining power of suppliers and buyers.On this basis,the SWOT analysis of YH decoration company,through the analysis of YH decoration company strengths,weaknesses,opportunities,threats and so on to indicate the strategic direction for the development of the company,and then use the STP theory of YH decoration company’s customer market segmentation,and choose the target market suitable for the company,determine the unique market positioning.Finally,in view of the YH decoration company marketing problems,the company’s strategic direction and the needs of target customers and market positioning YH decoration company out of marketing optimization strategy,mainly including product strategy,price strategy,channel strategy and promotion strategy optimization.And put forward through the strengthening of marketing organization,improve the incentive mechanism,optimize the construction of marketing team,Establish a service quality supervision system and evaluate the benefits of marketing strategies and other measures to ensure the smooth implementation of YH decoration company optimization of marketing strategy.I hope this paper can provide reference for YH decoration company’s marketing strategy optimization,in order to improve the comprehensive market competition ability of enterprises,but also for other decoration companies in the same industry,especially in the development of small enterprises to provide reference for enterprise marketing management.