| Construction and decoration industry, along with the pace of reform and opening up,from small to large, from weak to strong, from the "Just Imitation ’to self-design innovation,access to a huge development, has become the economic and social development in thedynamic emerging sun industry, is the hot new social spending and new economic growthpoint for China’s economic construction and social development has made tremendouscontributions. Prospects are very promising, but competition is fierce. How to make a goodbusiness in this fast developing industry environment? As the inter-enterprise managementand construction technology is basically the same, more competition among enterprises focuson business-level competition, so the company’s marketing strategy for business developmentand is critical to the success of the role and significance.In this study, GM Art&Design Decoration Co., Ltd. will be the background, the use ofmodern marketing theory, the use of PEST analysis, from macro-political environment,economic environment, social environment and technological environment analyzing,building decoration industry of the basic situation of macro-, then the use of SWOT analysisof GM’s strengths, weaknesses, opportunities and threats in a comprehensive analysis. Thestrength of the combined resources of the enterprise customer segments, selection andpositioning, according to the target market, business managers and business worked out tomatch the marketing mix strategy. Specific marketing strategies include: brand strategy,customer relationship management strategy, cost control strategy, channel managementstrategy and marketing communications strategies and publicity. To ensure the marketingstrategy proposed in this paper can be smoothly implemented, the last paper also GM’smarketing strategy for the implementation of the controls described. This study explored theend of a successful GM’s marketing strategy.Research on GM’s marketing strategy reveals that the marketing decision-makers arevery well aware, continue to strengthen theoretical study and analysis of market environmentto improve the ability to grasp the market benchmark, to develop more suitable to adapt toenterprise development marketing strategy to enable enterprises in the competitive market tosurvive and develop. Intense competition in the market for the current complex environmentof other companies has some reference and guidance. I hope for GM’s business developmentand management with the industry reference. |
