Marketing Strategic Research On HXQ Home Company In Qingdao

Our home building industry since the 1980 s, the rise since the 1990 s, after twenty years of development, gradually from the start to mature, the market competition is becoming increasingly fierce. Especially in the last three years, just as the need to reduce and slowing economic growth, the real estate market increasingly saturated, the industry as a highly positive correlation home building industry has also ushered in the "winter", the demand and purchasing power has been greatly affected further intensified the competition for existing markets. Therefore, this article intends to strategically HXQ home store marketing company in which the analysis of the environment, based on the strengths and weaknesses of both companies, through SWOT analysis to identify possible future strategic direction of marketing, in order to further Qingdao home market in-depth market segment in order to develop corporate marketing strategy, HXQ household company established in Qingdao market can support the development of long-term competitive advantage.This paper is divided into five parts: First, fieldwork and visits to master HXQ form of marketing status and operating conditions, the industry understand the current situation, trends and problems, and through HXQ home store’s customer brand awareness research and analysis of the quality, price, service satisfaction, found HXQ home store marketing strategy ideas lack, target market segments are not clear, the target market positioning is not enough accurate marketing strategy problems. Secondly, HXQ home store marketing to focus on strategic environmental analysis. From the macro environment, industry environment and competitive environment three aspects of the opportunities and challenges facing the company HXQ home store identification; qualitative analysis to understand its competitive advantages and disadvantages from marketing resources, marketing capabilities, marketing competitiveness in three areas. Based on the above analysis of the home store HXQ company’s marketing strategy environment SWOT analysis, development of a comprehensive SWOT analysis matrix and accordingly the direction of selection. Then, develop HXQ home store company marketing strategy goals and sub-goals, the identification of home product demand and market segmentation and sizing, and no difference in type design a marketing strategy, marketing strategies and differences in type centralized marketing strategy, then the three marketing strategy analysis and comparative evaluation of options. Finally, the implementation of safeguards HXQ and marketing strategies for rational planning. From the import stage, the stage of deepening and developing marketing strategies stabilization phase implementation plan and strategic control from the organizational division of labor, the standard formulation and implementation of the strategy of tracking feedback, to correct deviations see four marketing strategic control, respectively, from the marketing and strategic allocation of resources, organizational restructuring, enhance team building, performance evaluation and optimization of strengthening cultural carding five develop HXQ home store company marketing strategy safeguard measures.