Research On The Marketing Tactics Of JL Farmily Decoration Company Based On Customer Value Perspective

With the rapid development and the development of commercial housing market and people's living standards improve, the home improvement industry has been greatly developed. Consumer income and changes in consumption structure, China's home improvement market prospects, and has a clear earnings outlook. However, on the whole, family decoration business in China is only at the beginning and growth stages, management is not standardized, single issues such as common marketing tool. Family decoration business that provide customers with design, material integration, construction and after-sales services to ensure that mainly determines the close relationship with customers, you must also consider the customer's needs and satisfaction, and improve customer satisfaction and create value for customers, the vast Most of the modern enterprise management-oriented, so to maximize the value of customer-based family decoration business marketing strategy, has important theoretical and practical value.Based on customer value, marketing and other related theories of learning and order, the theoretical basis for the thesis writing; and family decoration business in Yunnan JL for the study to explore the status of the company's marketing management, the focus of JL maximize customer value-based family decoration business marketing and management problems, and for the status and problems of marketing, made to maximize customer value-based marketing strategy for the company to provide information and reference.Article is divided into five parts. The first part describes the background and significance of thesis topics, domestic and international research review, and research methods, ideas and frameworks. The second part is the theoretical basis, sort out and explain the customer value, relationship marketing, integrated marketing, network marketing and database marketing and other related theories. The third part analyzes the status quo JL home improvement company, marketing management, mining and summarizes the company's existing marketing based on customer value problem. The fourth part is to maximize customer value-based home improvement company, JL marketing strategy, marketing strategy from the first level, made to customer value-oriented marketing strategy; then made a "4P" and "4C" a combination of marketing mix strategies, in order to achieve maximum customer value as the center, made five home improvement company for JL's marketing strategy. Part V Conclusion and outlook, a summary of the text, noting the lack of papers, planning the next research focus.