Research On The Marketing Strategy Of A Company’s Sanitary Products

With the development of business,marketing is very important to enterprises.While exploring the needs of market customers,marketing determines its own target market and target customers,produces marketable products,establishes sales channels,formulates appropriate prices,adopts effective promotion methods to attract customers,and meets the needs of customers while facilitating customers’ purchase.Marketing can help enterprises establish brands in the hearts of consumers,expand market share and increase profits.Founded in 1992,company a is a trading company engaged in the sales of sanitary products.Company a,the main agent of DP sanitary ware,is the first batch of brands to study sanitary ware in China.In the fierce competitive environment,although the sales performance of company a is growing,it has not improved significantly in recent years.The purpose of our research on company a is to help company a find the problem that its performance has not improved significantly in recent years and formulate better marketing strategies to improve the sales volume and profit of company A.Under the guidance of "Mc Carthy 4P","STP","customer relationship management" and other theories of marketing,we used "pest","Five Forces Model","SWOT" and other analysis tools to make a comprehensive analysis on the bathroom marketing of company A.Under the research methods of "questionnaire survey" and "interview survey",it is found that there are some problems in its marketing,such as the customization of products,the long product cycle,the insufficient maintenance of channels,the price system is not suitable for the current development,and the implementation of promotional activities is not in place.With the help of the National Bureau of Statistics "the population structure of the seventh census in 2020","the total scale of the elderly market" and Yunnan Provincial Bureau of Statistics "the disposable income of people in all prefectures of Yunnan Province" and the industrial sanitary ware data report,we can see the macro environment of the whole sanitary ware industry and the future development trend of sanitary ware,and also come to the conclusion that it is difficult for company a to find accurate customers under the environment of insufficient market segmentation and inaccurate target customers,There is no user portrait.Finally,according to the current situation,adhering to the market of medium and high-end customer groups,and according to the development trend of sanitary ware in the future,we have increased the rural sanitary ware market and the elderly sanitary ware market.At the same time,we have formulated the four in one marketing plan of "star product strategy","people-friendly pricing strategy","customer relationship management strategy" and "promotion process supervision strategy",and specially added the strategy to ensure the implementation for the sake of effective marketing.The safeguard measures of the marketing strategy proposed in the whole paper have value and promotion significance.While paying attention to the marketing 4P strategy,we need more internal incentive system,simplified organizational structure and marketing culture to escort the marketing strategy.