The Marketing Strategy Of Building Material Company F From The Perspective Of Customer Value

With the country’s economic development and policy adjustments,residents ’consumption concepts have changed,the construction and building materials industry has been under the dual pressure of industry restructuring and the impact of consumer construction costs.In the face of increasingly serious product homogeneity and fierce market competition,construction and building materials companies are still inseparable from a systematic marketing strategy if they want to grow and develop.At present,Company F has a series of actual business problems,the reason is that the marketing strategy adopted at this stage is not suitable for the company’s business practice.Company F needs to optimize its current unsuitable marketing strategies based on its in-depth and comprehensive understanding of the internal and external environment to solve the marketing problems it faces.This paper uses company F as a basic case,through quantitative analysis method,interview investigation method,comparative analysis method and other research methods to comb the company’s marketing status,and then find out the company’s current operating process problems: product redundancy,product development Lack of planning;strong cost orientation and lack of flexibility in price adjustment;high dependence on direct sales and lack of management in distribution operations;weak awareness of communication and lack of uniformity in integrated marketing.Then,it analyzes the marketing environment of the enterprise by using marketing related theories and tools.Combining STP theory and 4P marketing theory,from the perspective of customer value,respectively,from the perspective of market positioning,products,prices,channels,promotion strategies,etc.,a marketing strategy optimization plan is proposed,and a series of specific,Targeted safeguards.It is hoped that the research in this article can solve the specific problems encountered by F company in marketing,provide some help for the future development of the company,and provide some reference and reference for other engineering and building materials companies to formulate marketing strategies.