Research On The Optimization Of S Company’s Whole-house Business Marketing Strategy

With the acceleration of urbanization and the significant improvement of residents’ living standards,the whole domestic house decoration industry has developed rapidly in recent years.The shares of the industry has been increasing too.As one of the most important field in the house decoration industry,the whole decoration industry is in a higher position,of which the competition is becoming more and more fierce since more industries,such as Internet house decoration industry,building materials companies,real estate companies and traditional decoration companies,step into this field.In this regard,if the whole house decoration enterprises want to stand out in the highly competitive market,it is particularly important to adopt scientific and effective marketing strategies.In recent years,the research object of this paper,Company S,has taken the whole house renovation business as the company’s core business,and has achieved some results.But at the same time,the marketing work is not smooth,there are still some problems and difficulties during the work time.Based on this,this paper focuses on the analysis of the current situation,problems and reasons of the whole house decoration industry of Company S,and finally puts forward the corresponding recommendations and countermeasures.In the process of optimizing the marketing strategy of the whole house decoration business of Company S,this paper firstly expounds the research background,significance,content and methods.Secondly,this paper comprehensively studies the development of the whole house decoration industry at the present stage,and summarizes the current development of the business of Company S with the help of SWOT analysis strategy,strategic management analysis,4P marketing theory and some other methods.Meanwhile,it deeply excavates the existing problems in the whole house decoration business marketing of Company S,and summarizes the main problems faced by the whole house decoration business.At the same time,through the analysis of the data of 300 consumer questionnaires and 4 consumer symposiums,it concludes the advantages,disadvantages,opportunities and threats of Company S’s development of the whole house decoration business.Finally,the problems in the marketing of the whole house decoration business of Company S were deeply excavated,such as serious product homogeneity,low price advantage,single marketing channel and low service level,weak brand influence,etc.Based on this,the corresponding optimization strategies are proposed,including improving product innovation capabilities,highlighting price and product advantages,building online and offline diversified brand marketing channels,improving terminal service capabilities,and disseminating the value of brand content through the community.Currently,there is not much research on the marketing strategies of house decoration companies in China,especially medium-sized house decoration companies.Under the influence of the new corona epidemic,the business of small and medium-sized enterprises are hit worst.Based on the analysis of the marketing strategy of Company S’s business,this paper puts forward some optimization plan of product strategy,price strategy,channel strategy and brand strategy,and provides some suggestions for the whole house decoration marketing business of Company S under the current situation,which has a great value for some small and medium-sized house decoration enterprises to some degree.