Marketing In The Of Fuson U.s. Home Decoration Materials Market

The industry of building decoration in China is a sunrise industry. The trading market of decorative building materials is an industry which is being developed, and gradually regulated and turned into modern circulation means. From the early 90s in last century to the present, after nearly 15 years, it has enterd the stage of rapid development and existence of various forms.During the development of China's trading market of decorative materials, various basic types of transaction have been formed with their own characteristics created in the development. The scattering and free-trade market belongs to the emerging stage of the exchange market about decorative materials, a junior market form represented in one street, one road section, and the street, road and area about exclusive dealing with building materials in some region. With the establishment of large standard market and the urban planning and reconstructing, most of this form has been combined and replaced, losing its existing value and meaning, only as a supplementary existence in counties and areas with slowly-developing economy. The market of merchant system with unified investment and management behavior was started in the 90s of last century, but developed to the peak at the end of 90s. After constant adjustment, improvement, reconstructing and merging, it is still the main-body of current market forms. Fusen-Noble House Market of Decorative Materials analyzed and studied in the paper is a merchant-system market of decorative materials.The paper consists of five chapters. Chapter I gives an analysis on the history and status quo of market about decorative materials in China, at the same time analyzing the history and status quo of decorative-material market in Chengdu, with brief description on concepts, forms and features about merchant-system market.Chapter II introduces the background of Fusen-Noble House, studying its macro- and competitive environment, analyzing the main competitors one by one and setting the strategic direction of marketing through SWOT analysis.Chapter III is focuses on the study of the success about marketing of Fusen-Noble House, by method of"simple habits, deep thought", combining with a lot of actual cases, and in detailed study on the ways of choice about goal market, marketing of differentiation, and customer service.Chapter IV investigates the insufficiency in the present stage of Fusen-Noble House, putting the author's view and opinions for the future development.The paper adopts the empirical-study method and sticks to the principle of combination between theory and practice to flexibly apply the knowledge of marketing management into the analysis on specific cases of enterprises, also with corresponding analysis about marketing strategies and tactics of Fusen-Noble House, and proposing pertinent views of strong operability based on privately-owned enterprises.