The Research On Marketing Strategy Of Changsha Juxing Light Weight Building Materials Co. Ltd

As an important pillar industry of Chinese economic development, construction industry is in the trend of keeping rapid growth. However, in the development progress, the short-term benefit is obtained at the cost of environmental damage which may bring hidden troubles to future economic development and environmental protection. The promotion of new technology and new materials has gradually become an important way for the sustainable development of building industry. Products’ market promotion is closely related to marketing strategy. Therefore the key problem of realizing company’s sustainable development and creating social benefit is how to make an organic combination between product development and marketing strategy.This paper takes Changsha Juxing Light Weight Building Materials Corporation as research object. Based on related researches, the paper first introduces its development situation, and explores its marketing environment by PEST analysis and SWOT analysis. Then, by marketing mix factors-4Ps, this paper deeply researches product strategy, price strategy, channel strategy and promotion strategy. Finally, this paper proposes implementing steps of marketing strategy from aspects of term building, organization management&patent protection, and construction of stimulation mechanism. Also the paper analyses economic benefit and social benefit gained from the implement of marketing strategy, with the purpose of providing references to market expansion and sales performance promotion.The results demonstrate that, Juxing corporation has its own special development advantage, but strong competitors and substitute technology worsen its marketing environment at some distant. Therefore, by developing new products, determining pricing goal, method and product price, using multi-channel distribution model to hold the market, promoting products by combining products promotion, personnel and public relations, can enhance its competition ability and market dominant position. Currently, Juxing corporation is implementing the marketing strategy and seeing the good performance. The author hopes to perfect the marketing strategy in real operation by combining the theory guidance and practice, and makes Juxing Corporation stronger in fierce market competition.