Research On The Optimization Of Marketing Strategy Of Centrete Admixture Of Santai Building Materials Co.,Ltd.

In recent years,with the rapid development of construction materials technology,using admixtures has become the major measure to improve the performance of concrete.The quality of building materials have been improved by using concrete admixtures,therefore ensuring the safety and durability of construction projects.Santai Building Materials Co.,Ltd.is a small concrete admixture production and sales enterprise,which has been established more than 20 years.However,the distribution of admixture market in our country is relatively centralized.Several major brand companies in the industry occupied about one-third of the market space by their comprehensive strength.The market share of many small and medium-sized admixture companies is constantly compressed.Under the background of fierce competition,How to break through the marketing bottleneck,expand the market share and seek a long-term development path is a thorny problem facing Santai Building Materials Co.,Ltd..From the perspective of optimizing marketing strategy,this article firstly combs the relevant literature on marketing strategy and admixture marketing strategy at home and abroad,and defines the relevant concepts;secondly,it comprehensively analyzes the current situation,issues and causes of the marketing of Santai Building Materials Co.,Ltd.,and points out a series of problems in the marketing process of Santai Building Materials Co.,Ltd.,such as single target market,lack of differentiation in product mix,inflexible pricing methods,insufficient development of marketing channels,simple promotion methods,and incomplete relationship maintenance;then,it analyzes the external environment of the admixture marketing from the perspectives of PEST and industry competitive situation,analyzes the internal environment of Santai Building Materials Co.,Ltd.from the aspects of corporate resources and corporate capabilities,and combines the SWOT analysis method to identify the advantages,disadvantages,opportunities and threats of Santai Building Materials Co.,Ltd.;finally,based on the SWOT analysis and the characteristics of admixture industry,it clarifies the market segment,target market and market positioning of Santai Building Materials Co.,Ltd.and respectively from the product mix,product prices,marketing channels,promotional methods,relationship marketing,service marketing and other aspects formulates marketing strategy optimization measures for Santai Building Materials Co.,Ltd.;in addition,it also from consolidating the talent team,improving the organizational structure,improving the company’s network information platform,establishing a complete salary incentive mechanism,and strengthening financial risk prevention and control five aspects formulates safeguard measures for the marketing strategy optimization of Santai Building Materials Co.,Ltd.It is hoped that the research in this article can help Santai Building Materials Co.,Ltd.to improve it’s marketing strategy and enhance it’s competitiveness,so as to promote it’s long-term development.At the same time,it can also provide reference for other small and medium-sized admixture production and sales companies in marketing strategy optimization.