Non-price Competition Analysis Of YL Wallpaper Company

Wallpaper industry has achieved great development since reform and opening up, the interior wall decoration materials are increasingly popular with consumers and selection. Although the wallpaper industry development of our country in recent years very rapidly, but there are also some problems, such as the market is not standard, serious homogeneity and so on. Therefore, how to do in this case a wallpaper sales terminal marketing efforts to become the focus of research. In this paper, through the collection and use of literature review, questionnaire and data analysis and case analysis to cooperate with each other, common YL wallpaper non-price competition strategy of the company.This paper firstly made a beginning of the introduction of this paper research background and research purpose and meaning, and then by using the database related literature material analysis of the current wallpaper market non-price competition and the present situation of marketing research, on the basis of the foundation in this paper the research goal, method and content and feasible technological route and innovation points. The second chapter, detailed thinking on non-price competition theory and the Internet, from the connotation and the characteristics and the non-price competition theory and competing on price difference in this paper, the choice of non-price competition reason, then summarizes the domestic and foreign advanced theory related to the non-price competition in marketing and communication; Then cited the current rapid development of the Internet under the theory of marketing mode of thinking, analyzes the related marketing type characteristics. The third chapter, the non-price competition strategy analysis and existing problems of YL company, from YL company profile and the present situation of development course to YL company non-price competition strategy analysis, on the basis of introduced YL wallpaper company, of the company by SWOT strengths, weaknesses, opportunities and threats analysis, summed up the current wallpaper YL company has taken some measures in terms of non-price competition. The fourth chapter, in view of the above problems suggest YL company implement the non-price competition strategy, from the differentiation competition, Internet marketing, channel, brand strategy, market segmentation and strategic alliance Angle is analyzed. The fifth chapter, the research conclusion and prospect, and puts forward the research conclusion of this paper and the research results and future wallpaper market development needs some attention matters in terms of non-price competition put forward their views, and clarify the deficiency of this article research.