| With the construction of ecological civilization in our country,the continuous advancement of carbon peaking and carbon neutralization,the transformation of the national economic structure and the proposal of new urbanization construction requirements,the concept of sustainable development has been deeply rooted in the hearts of the people.At the moment when my country’s architectural decoration industry is changing from "high-speed" development to "high-quality" development,assembly decoration has the characteristics of reducing carbon emissions and practicing the concept of "green" decoration,and is gradually replacing the traditional decoration industry.More and more traditional architectural decoration companies urgently need to realize green and low-carbon development on the basis of transformation and upgrading,so as to meet the continuous development needs of the architectural decoration industry in the new era.This thesis takes J company engaged in the business of assembly decoration products as the research object,researches the marketing strategy of J company’s assembly decoration products through 4Cs theory and customer value theory,and uses the PEST model and Porter’s five forces model to analyze the marketing strategy of J company.The macro environment and industry environment were analyzed.Aiming at the problems existing in the marketing process of J company,such as the mismatch between products and customer needs,the high comprehensive cost of assembly decoration,the poor convenience of product maintenance,and the low quality of communication with customers,this paper dissects the reasons behind the problems,that is,the types of product styles not rich,the pricing mechanism is not flexible,the overall synergy is low,the responsiveness needs to be improved,and the communication methods are outdated.Afterwards,from the perspectives of customers,cost,convenience,and communication,specific measures including providing different styles of products and transparent decorations,using BIM technology to control costs,establishing a professional response team and customer management mechanism,and creating a communication platform.Provide a new perspective for the optimization of J company’s marketing strategy,optimize customer service,meet customer needs,provide more competitive products,increase the market share of the company’s products,achieve maximum profits,and propose corresponding guarantee measures and implementation plans.Assembly decoration is an emerging product in the architectural decoration industry.This article not only provides specific case references for the marketing strategy of assembly decoration products,but also provides reference for the formulation of marketing strategies for other companies,encouraging more companies to enter the assembly decoration industry.In the field of decoration,accelerate the development process of my country’s architectural decoration industry. |
