Study On PVC Profile Marketing Strategy Of HL Co,Ltd

Plastic windows and doors was first produced in Germany. Because of its energy-saving, sound insulation, heat insulation, environmental protection and other features, it was rapidly promoted and applied in Europe. Meanwhile, a relatively mature technology has been formed in the early1990s. China’s plastic windows and doors industry began to develop on the basis of introducing technology and equipment of Europe in the middle of1980s. After2000, the industry has entered a stage of rapid development. Competition is becoming increasingly fierce at present as a result of overcapacity contradiction. HL company as the industry leader, had gone into decline in market share, sales revenue decline in the passive situation. Therefore, the improved HL company’s marketing efforts to become a top priority.This paper describes a new chemical building materials industry, HL marketing managem-ent channel construction lag, product positioning, pricing and unreasonable, pointing out that the HL of marketing strategy for reform is imperative. In this context, through the use of the general theory of marketing the company’s marketing strategy in HL thematic studies. This paper firstly uses the SWOT tool to analysis HL company; Secondly, via the STP theory to segment and posit market of HL company; Finally,6PS marketing portfolio theory, developed for HL long time to come the marketing strategy is proposed to include mainly high-end implementation of the differentiated product strategy, the implementation of pricing strategies produced alienation, established by direct main, distribution, supplemented by the combination of marketing channels strategy and marketing strategy for the implementation of specific recommendations to optimize the structure of marketing organizations, to strengthen the marketing team building, innovation and marketing incentives, and strengthen the enterprise culture construction proposed.The paper not only contributes to the improvement of HL company’s marketing manageme-nt work, but also has practical significance for marketing management of the whole windows and door industry.