| In recent years,with the rapid development of China’s real estate industry,people gradually pay attention to the decoration and decoration of their own houses,which also promotes the rapid development of the home decoration industry.However,the current development of China’s home decoration industry does not seem to match the market demand and customer demands.There are some problems,such as lack of business experience,inadequate management services and single marketing strategy,which seriously restrict the further development of China’s home decoration industry.Under this background,this paper studies the marketing strategy of yzx Decoration Engineering Co.,Ltd.,and determines a series of marketing strategies in line with the actual situation of the enterprise,so as to provide some reference for the future operation and development of yzx enterprise and its home decoration industry enterprises.Specifically,this paper first studies and analyzes the relevant literature of decoration industry at home and abroad through literature research method,so as to determine the main problems of this paper;Then,using the research methods of questionnaire and field interview,we have a more detailed understanding of the current marketing situation of yzx decoration company.Using Porter’s five forces model,SWOT,STP and tools,this paper studies the internal and external environment of the company,and finds out the marketing problems of yzx decoration company.Finally,through the STP theory of market segmentation,select the target market,clear the company’s market positioning,using7 PS to develop the company’s marketing strategy,and determine the perfect marketing guarantee system,to ensure that the marketing program can be implemented.Through the development of targeted marketing strategies to improve the current situation of low price competition,provide more value for customers,constantly expand the market,but also can be used as a reference for other companies in the industry,so as to promote the better and more stable development of China’s home decoration industry. |
