Research On Marketing Strategy Of The RJ Home Improvement Company

During the eighties and nineties of the20century, along with the relaxation of economic policy and increasingly deepening of reform on economic system,the Chinese marketing economy gained further progress and development to provide survival and development opportunities for companies.Under such marketing circumstances,private enterprise were rushing to the market to launch,develop and expand.The RJ Company in this essay was built during that time and develop till now.The RJ Company is a home improvement company.It has gained great fame in Dalian and approved by the customers during the years.But at the same time,problems of management are appearing. So,making up marketing strategy according to the company’s reality has become the most important issue if the company wants a further development.In the first chapter of this essay,the RJ company’s problems,the train of thought and the technical route of this essay are proposed;in the second chapter,relative theories are proposed;the third chapter analyzes external environment from three directions including macroeconomic environment,industry environment and marketing environment;the fourth chapter discusses internal environment from three directions including RJ Company’s marketing situation,its relative problems and the company’s present resources;the fifth chapter finally proposes marketing strategy through marketing segments,marketing selection and marketing position and relative marketing mix strategy are proposed;the sixth chapter points out relative safeguards for marketing strategy including information construction, incentive mechanism construction,company culture construction and execution construction.