Research On Marketing Strategy Of SH Home Decoration Company

With the continuous expansion of the achievements of China’s urban integration construction,the residents’ family disposable financial resources are significantly improved,and the people’s demand for home environment has changed significantly,which has created a good environment for the development of China’s home decoration industry.The home decoration industry is a traditional industry,but the entry threshold of the industry is relatively low.The previous home decoration companies mainly focused on regional operation.There are many small and medium-sized companies in the home decoration industry,and there are few large and medium-sized home decoration enterprises with low popularity.The competition in the industry is fierce,so how to stand out among many home decoration companies is particularly important.After 2015,with the increasingly strict domestic environmental protection policies,the living space of small home decoration companies has been gradually compressed,and the medium and large home decoration companies that can provide customers with high-quality products and services have been growing.In today’s digital life,large and medium-sized home decoration companies should formulate effective marketing strategies to face the opportunities and challenges of the home decoration industry.This paper mainly explores how large and medium-sized home decoration companies develop in the digital age and formulate effective marketing strategies to improve their competitiveness.This paper takes SH home decoration company as the research object,and uses the combination of qualitative analysis and quantitative analysis to study the marketing strategy of SH home decoration company.Firstly,in the research process of SH home decoration company,based on PEST model analysis method,this paper analyzes the internal and external environment of SH home decoration company from multiple dimensions such as politics,economy,society&culture and technology.Secondly,in the process of industry analysis,according to Porter’s five forces model,this paper analyzes the competitive environment of the home decoration industry in which SH home decoration company is located,and analyzes the competitiveness of existing competitors and potential competitors.Then SWOT analysis is used to analyze the development status of its internal environment,so as to comprehensively and objectively discuss the advantages and disadvantages of the development of SH home decoration company,as well as the opportunities and challenges that may be faced in the development process,and find out the problems existing in the existing marketing strategy of SH home decoration company in the form of questionnaire survey.This paper uses STP theory to subdivide the home decoration market,and then makes quantitative analysis through QSPM matrix to analyze that the target market of SH home decoration company should be the market of middle-income people.Finally,under the guidance of 4Ps marketing mix strategy and relevant theories,this paper analyzes the four dimensions of SH home decoration company’s products,prices,promotion and channels one by one,and puts forward practical suggestions and schemes to optimize the marketing strategy.This paper has important guiding significance and reference value for the market positioning and marketing strategy optimization of large and medium-sized home decoration companies such as SH home decoration company.