Research On Marketing Strategy Of Home Decoration Business Of A Decoration Company

With the development of China’s economy and the acceleration of urbanization,people’s material living standards have gradually improved,and pay more attention to the quality of life and living environment,which undoubtedly brings greater development space to the decoration industry.However,with the development of information technology,people’s consumption concept has changed,and the traditional home decoration products and services have been difficult to meet the needs of the current mainstream consumer groups.In this context,China’s home decoration industry is facing huge space for transformation and development.At the same time,there are also many problems,such as fierce and chaotic market competition,non-standard industry,lack of innovation in marketing strategy and so on.Facing such a market environment,how to adjust the marketing strategy to adapt to the economic development of the new era has become an urgent task for the development of decoration enterprises.Therefore,this study selects A decoration company as the research object to explore how to meet the home decoration needs of medium and high-end consumer groups through formulating differentiated marketing strategies,so as to realize the breakthrough development of home decoration business.Based on this,this study selected A decoration company as a practical case.Through reviewing a large number of relevant literature materialsand investigation to carry out in-depth research on it,it is found that there are some problems in the marketing process,such as vague market positioning,serious product homogenization,unreasonable pricing,imperfect marketing channels,and promotion effects to be improved.Based on the theory of management and marketing,using PEST and SWOT analysis tools,by analyzing of the macro environment and micro environment of the home decoration business of A decoration company,this paper obtains the external opportunities and threats,as well as the internal advantages and disadvantages.In view of the development status and marketing problems of A decoration company home decoration business,based on the successful marketing experience of domestic large decoration companies,the existing marketing strategies are innovated and optimized by using STP and 4Ps theories.Firstly,This paper formulates the development thought of home decoration business of a decoration company,selects the differentiated marketing strategy,and determines the target market and market positioning of home decoration business of A decoration company.Secondly,A decoration company carries out home decoration business marketing from four aspects: product,price,channel and promotion;From the aspects of product strategy,The company shall innovative product categories,strengthen brand construction and improve service system;From the aspects of price strategy,the pricing system is designed by clarifying pricing objectives,formulating porfolio,differentiated pricing and discount pricing;From the aspects of channel strategy,it establishes the channels strategy by maintaining traditional channels,expanding online marketing channels and strengthening channel cooperation;From the aspects of promotion strategy,the promotion effect is improved through advertisement promotion,public relations promotion,sales promotion and staff promotion.Finally,in order to ensure the smooth implementation of marketing strategy of home decoration business,A decoration company should improve the organizational framework,strengthen the allocation of human resources,increase financial support and improve the system.This paper hopes that through the research on the marketing strategy of home decoration business of A decoration company,it can provide guidance and help for it to get out of the marketing dilemma in practice,and also have a certain reference value for the marketing strategy of similar home decoration enterprises.