Research On The Marketing Strategy Of HN Home Company

With the steady and sound development of China’s economy year by year and the acceleration of urbanization,although the real estate industry has experienced fluctuations,the decoration demand of the overall commercial housing and residential housing is increasing.As a downstream industry of the real estate industry,the home building materials industry fluctuates positively with the fluctuation of the real estate economy.Since 2015,due to the influence of macro and micro environment,the home building materials market has eliminated a large number of small and micro home building materials suppliers and sales enterprises due to factors such as unqualified environmental protection policies,poor product quality and lagging product design.At the same time,the continuous addition of imported products and the transformation and upgrading of the "big home" model of home building materials enterprises,This has intensified the competition in the home building materials industry.The home building materials industry is facing various difficulties in the new market environment.How to achieve a breakthrough in the current marketing environment and how to promote and implement the "big home" model have become an urgent problem to be solved in the industry.HN home is a mature sales enterprise in the field of home building materials circulation.After nearly 30 years of operation,the enterprise has been developing and growing based on 14 provinces in China.Taking HN home as the research object,through in-depth research and analysis of the home building materials industry,combined with the current market environment background and industry policies,this thesis expounds the marketing status and existing problems of HN home,and summarizes the shortcomings of the enterprise’s price system,promotion methods and marketing channels in terms of products,as well as the product display in the terminal store in the sales process Weaknesses in the whole service process.Based on the strategic positioning of HN home,this thesis analyzes the marketing environment faced by HN home,analyzes the macro environment of the home building materials industry from the four aspects of the political environment,economic environment,social culture and technical environment faced by the enterprise,and analyzes the micro environment of the enterprise from the four dimensions of industry competitors,consumers,suppliers and the internal environment of the enterprise,The SWOT analysis method is used to analyze the advantages,disadvantages,opportunities and threats of HN home.Using STP marketing theory,this thesis makes the target market selection and market positioning of HN home,and puts forward optimization suggestions from product,price,promotion,channel,personnel display,tangible display and process strategy combined with 7p marketing theory.In order to ensure the implementation of the optimization strategy,the implementation guarantee measures are proposed from four aspects:talent echelon construction,channel and price control,after-sales operation and maintenance guarantee and financial supervision implementation.Finally,it is concluded that if enterprises want to develop in the long run,they must meet the needs of consumers,take customers as the center,improve and enhance from the four aspects of products,sales,service and after-sales,enhance the competitiveness of enterprises,and ensure the leader position of HN home in the home building materials industry.