Research On Optimization Of Marketing Strategy For Recycled Building Materials Products Of WR Environmental Protection Company

With the rapid progress of urbanization in China,new construction,reconstruction and expansion projects have led to a significant increase in the amount of construction waste.Construction waste has always been the pain point of urban development.How to improve the utilization rate of construction waste and turn it into treasure is an important issue and even a difficult problem for urban management across the country.WR Environmental Protection Company is an enterprise specialized in the clearing,transportation,disposal and resource utilization of construction waste in Yuncheng City.Its main business process is: clearing and transporting construction waste to the plant area-crushing construction waste to generate aggregate-making recycled building materials products from aggregate.WR Environmental Protection Company produces and sells two kinds of recycled building materials: recycled concrete and recycled permeable brick.This paper optimizes the marketing strategy of recycled building materials products of WR Environmental Protection Company in order to provide reference for the product marketing of WR Environmental Protection Company and similar enterprises.This paper uses the literature research method and the questionnaire survey method to sort out the current marketing situation of the recycled building materials products of WR Environmental Protection Company,and then analyzes the existing problems of its current marketing strategy.Finally,based on the STP and 4P theory,it puts forward the marketing strategy optimization countermeasures of the recycled building materials products,and puts forward the safeguard measures.The existing problems in the current marketing strategy of recycled building materials products of WR Environmental Protection Company are as follows: first,the homogeneity of products;Second,there is no difference in price;Third,the channel is too single;Fourth,the promotion efficiency is low.Firstly,this paper uses STP theory to analyze the product marketing strategy of WR Environmental Protection Company from three perspectives of market segmentation,target market and market positioning;Then use4 P marketing theory to put forward optimization countermeasures for WR Environmental Protection Company’s product marketing strategy from four aspects:product strategy,price strategy,channel strategy and promotion strategy.In order to ensure the effective control and implementation of the marketing strategy combination,this paper puts forward institutional guarantee and incentive guarantee measures.The conclusions of this study will help WR Environmental Protection Company get rid of the existing sales dilemma of recycled building materials products,expand the application dimension of marketing theory in the field of recycled building materials products,and help others to introduce marketing strategy research into deeper thinking.