The Marketing Strategy Research On Z Corporation In Chongqing

The hotel furniture market is a segment market of the furniture industry. In recent years, with steady economic growth and enhance communication with other countries, China's hotel industry has entered a period of rapid development, which brought a rare development opportunity for hotel furniture manufacturers.Z Corporation is a medium-sized hotel furniture manufacturer. It began to expand into Chongqing market in 2006.However, the company have met a lot of problems because the company's marketing strategy did not adopt to ChongQing Market.This paper conducted a study for the company's ChongQing Marketing strategies using Marketing theory in light of the actual situation of Z Corporation.Firstly, the paper studied the current situations and the problems of Z Company's Chongqing marketing management, analyzed the causes of these problems and put the basic ideas for solving them.Secondly,the paper gave a research to the external and internal environment of Z Company's Chongqing marketing,including macroeconomic environment, industry environment ,customer behavior of Chongqing market and the resource of Z corporation, made it clear that the competitive advantages and disadvantages, market opportunities and environment threats .Thirdly, on the basis of the above analysis, the paper re-enacted the Z Corporation's Chongqing Marketing Strategies.The first one is STP strategy, including Re-subdividing Z Corporation's Chongqing market, selecting a target market and making a market position. The second one is 4Ps marketing mix-strategy.Focusing on the 4Ps facts,it deeply studied the marketing factors of Z Corporation's Chongqing Market, formulated a marketing mix-strategy for it.The third one is Relationship Marketing Strategy.it analysed the relationships between Z company and its customers, competitors, suppliers, employees and other stakeholders and stated relevant relationship Marketing Strategy.Finally, the paper formulated the other countermeasures to ensure the implementation of Chongqing Marketing Strategy. In view of the weakness of Z Corporation, it put forward the corresponding countermeasures in the aspects of marketing concepts, organizational, logistical support, performance evaluation and incentive and brand-building.