Research On Marketing Strategy Of PD Flooring Shandong Branch Under The Background Of New Retail

With the breakthrough and application of Internet technology in big data information base,online marketing,interior decoration design,VR and other new technologies,consumers’ expectations for the products they buy are getting higher and higher under the trend of channel personalization.A retail mode that combines online platform sales with offline store retail--the new retail mode has gradually become the current mainstream retail mode.In the face of the good development prospects brought by the new retail,especially under the impact of the unprecedented changes and epidemic situation,the new retail integrating online and offline channels has shown an unprecedented dynamic trend.In the domestic floor market,a hundred flowers have blossomed from the previous stage to the highly centralized stage of the brand.Many traditional marketing strategies are no longer suitable for the current economic development trend.It is urgent to optimize the marketing strategies to ensure the transformation and upgrading of the floor industry services.The PD Flooring Shandong Branch studied in this paper is a leading enterprise in the domestic flooring industry,but with the new retail wave coming,the company’s marketing strategies and means can no longer fully meet the current market demand.Facing the fierce market competition environment,it is necessary to comprehensively analyze the problems faced by the marketing of PD Flooring Shandong Branch,and further analyze the reasons for the problems in its marketing strategies,so as to put forward targeted countermeasures and suggestions,In order to improve the core competitiveness of the marketing of PD flooring company under the background of new retail.Marketing strategy is the key to the enterprise strategic management system.In order to analyze the existing problems of the marketing strategy of PD Flooring Shandong Branch and the corresponding countermeasures and suggestions,the arrangement of this study is as follows: First,based on 4PS marketing theory and STP marketing theory,comb the current situation of the marketing strategy of PD Flooring Shandong Branch,and summarize the current advantages and disadvantages,opportunities and threats of PD Flooring Shandong Branch with SWOT analysis method,And analyze the main competitors;Secondly,based on the actual research and summary of the problems in the marketing strategy of PD Flooring Shandong Branch,and based on the STP marketing theory to clarify the shortcomings of the company in the target market positioning,based on the 4PS marketing theory,from the four aspects of product,price,channel and promotion,PD Flooring Shandong Branch is faced with the problems of high product homogeneity,low price linkage,weak online channel,single promotion activities,etc;Finally,based on the above analysis,combined with the new retail background,we propose targeted marketing strategy improvement suggestions,seek a marketing strategy system suitable for the development of PD flooring in domestic retail channels,so as to enhance the core competitiveness of the enterprise,with a view to helping PD company improve the reputation and market share of its products.Improving the marketing strategy is an important way to improve the competitiveness of enterprises.Through discussing the marketing strategy of PD Flooring Shandong Branch,this study has a positive reference significance for PD Flooring Shandong Branch to face the impact of the new retail model and adjust the marketing mix strategy to maintain the competitive advantage of the flooring industry.At the same time,using the new retail model to open the market and optimize the marketing mix strategy has certain reference value and significance for other flooring enterprises.