Research On The Marketing Strategy Of Home Tile Retail Market

With the high-speed development of national economy,the urbanization level increased year by year,as the real estate industry of form a complete set of building ceramic industry,already on the express the real estate industry developed rapidly building materials ceramic industry has many low industry concentration product circulation complex workers,high professional requirements etc,in recent years as building materials in individual brand ceramic tile in the ceramic industry has entered the age of hundred schools of thought contend,link in building ceramic industry chain terminal sales ceramic tile shop facing the competition is increasingly fierce.These tiles sales companies facing brand supplier constraints and management on one hand,on the other hand also faced many other big brand retail direct competition and customers say how ceramic tile company strategic design on the terminal sales strategy,improve the sales model and optimize the marketing strategy,this paper studies the main content of the is this.First,this paper applies the PEST analysis,porter five models of ceramic tile industry overall environment are analyzed,and induces an outfit class three main ceramic tile shop as mainstream sales terminal sales model secondly,from the marketing strategy research perspectives of ceramic tile retail market,with YD ceramic tile company as a case study object,through the SWOT analysis method and matrix,the company target market positioning and sales model Finally,according to the company’s marketing status and problems,the marketing strategy optimization path and marketing plan based on 4C theory are proposed to enhance the influence of YD ceramic tile company in its region and expand the company’s market shareThe conclusions of this paper are as follows:First,in terms of the category of agency products,we should maintain the advantages of existing product categories to meet the overall demand of the middle and high-end market.At the same time,we should pay attention to the future development trend of products and maintain the differentiation advantage of the company’s household ceramic tile products.Second,in terms of optimization of pricing,differentiated pricing strategies are adopted according to customer types and corresponding product features,which not only improve the transaction rate of customers but also meet the needs of different customers for purchasing ceramic tiles.Meanwhile,clear pricing strategies are adopted to establish brand image and improve the convenience of shopping.Third,in terms of improving product experience and service,the COMPANY will establish 3D rendering VR images to enhance customers’ product experience.In addition,the company will provide customers with professional tile laying schemes,so that the company can give full play to its professional advantages and establish its brand image.The fourth increase in marketing,to achieve all-round communication,through the new media platform,achieve promotion and product line,to expand brand awareness to increase communication,realize the drainage at the same time,combined with We Chat community marketing,target customer drainage to shop in addition,pay attention to after-sales pays a return visit,improve satisfaction and introduction of probability.The problems studied in this paper have certain universality and pertinence for many terminal retail ceramic tile shops in China.Through the research on YD ceramic tile company,the marketing strategy suitable for YD ceramic tile company is explored,in order to not only innovate in theory,but also provide reference for the future development of retail end business of YD ceramic tile company.