Hansgrohe Bathroom Hardware Marketing Strategy Of Shandong Province

with the development of economy, people constantly improve the quality of life requirements. The original bathroom cleaning bath function has been unable to meet all the needs of consumers, high-end consumers bathroom to reflect the distinctive decor, they need to fully relax in the bathroom, products in the bathroom should have the corresponding intelligent features, energy saving is one of their demands. All of the above are manufactured to the bathroom building materials posed a serious challenge, but also to their development provides unlimited opportunities. Bathroom hardware is China’s building materials industry, the most common, the most mature technology, the most competitive category. In many competitors, both international brands, but also well-known domestic brands, and even there are many unknown brand.Hansgrohe, headquartered in Schiltach Black Forest was founded in 1901, now it has 115 years of history. Hansgrohe in the bathroom industry has long known, is the perfect combination of technology and art model. Hansgrohe bathroom hardware features advanced design, beautiful appearance, comfortable to use by domestic and foreign consumers of all ages.In this paper, hansgrohe bathroom hardware development in Shandong Province as an example. First with the macro environment PEST analysis, then using the five forces model to analyze the competition of Hansgrohe in Shandong,finally, analysis of internal strengths and weaknesses and external opportunities and threats. This paper uses the STP marketing theory. Combining marketing 4Ps, product, price, place and promotion four aspects, demonstrated in detail in the Shandong area of the Hansgrohe future marketing strategy should be taken. In order to ensure the smooth implementation of the marketing strategy, the author organizational structure, control system, three aspects of corporate culture, proposed safeguards to protect Hansgrohe marketing strategy and tactics in the Shandong area smooth implementation.The main innovation of this thesis is the study of corporate culture and corporate culture on marketing strategy, combined with Hansgrohe problems encountered in Shandong Province marketing, pointed out the company’s corporate culture is to enable the smooth implementation of the marketing strategy Safety precautions. Hansgrohe should be in the marketing of the company’s corporate culture to form the core competitiveness of the company.