Research On Marketing Strategy Of GM Decoration Company Based On STP Theory

With the rapid development of national economy and construction industry,China’s architectural decoration industry has developed into an industry closely related to people’s daily life.Due to the rapid rise of the real estate industry,the vigorous development of the construction market,and the improvement of the living standards of Chinese residents,the architectural decoration industry has created a good space for future development.The architectural decoration industry has played a prominent role in expanding domestic demand and improving the social employment rate.But in recent years,the development of the construction industry has been restrained,The goverment strengthen its supervision,the decoration market will be gradually compressed,directly squeezing the market customer space of the construction decoration industry.In order to expand the market space,architectural decoration enterprises need to combine with their own development,decoration market is subdivided accurately,the target market is selected reasonably,and the market positioning is realized.Based on this,this paper will use inductive analysis,literature analysis,case study method,combined with STP theory,taking GM decoration company as an example,on the basis of the analysis of the company’s marketing strategy status and problems,put forward the optimization and improvement of marketing strategy.First,the STP marketing theory is introduced,which focuses on the three elements of market segmentation,target market positioning and market position,while it is clear that the company must segment its own market in its marketing.Combined with the characteristics of different target markets,the marketing strategy is formulated to meet the needs of customers.The PEST analysis method is summarised as a tool for companies to analyze the marketing environment in order to help companies combine policies and the market environment,to achieve effective marketing.Secondly,the business scope and operation status of GM decoration company are investigated.Through the analysis of the company’s financial data,the marketing status of GM decoration company is understood,and the existing problems of the company’s marketing strategy are found based on STP theory analysis.Finally,combined with STP theory,to GM decoration company from market segmentation,target market,market positioning three aspects put forward corresponding improvement measures.In order to ensure the effective implementation of the differentiation strategy,this paper puts forward safeguard measures from the aspects of human resource management,process management control and department cooperation,so as to help the GM decoration company to continue to develop and grow.At the same time,it also provides reference for the formulation of marketing strategies for the same type of architectural decoration enterprises.