A Study On The Marketing Strategies Of G Flooring Foreign Trade Company In Expanding Domestic Market

China is one of the world's ancient countries and source land of bamboo culture. After a deep research on history of Chinese science, Joseph Need ham, the distinguished British scholar thought that the culture of East Asia is culture of bamboo. The bamboo culture is accepted and liked by European and North American countries. China's bamboo resource and production ranks NO.1 in the world. Of all the bamboo resource in the world, ninety percent of the best quality bamboo is distributed in China. Besides, the bamboo floor is an independent innovation product of China, so our technology is the most advanced in the world. These are reasons why China's bamboo floor occupies the largest share in the world, the number is more than ninety percent. But, the export of bamboo floor is mainly in the way of OEM..In recent years, the rate of profit is less than three percent due to the following reasons: the demand of bamboo floor in foreign market decreases, the cost of raw material rises, European and North American countries start trade war to China, export-oriented enterprises increases rapidly, problems of overcapacity appears.China is the world's second largest GDP country. Domestic demand on bamboo floor is 1.2 billion cubic meters. The annual production of bamboo floor is less than 100 million, while the concentration of the domestic bamboo floor is not that high, so we have a huge market prospect. If the bamboo floor enterprises develop domestic market and establish its own brand, there is a huge potential, also this is an inevitable choice.This paper takes G Bamboo Floor Company as an example to dig the problems exist in the process of export companies' entering into domestic market and give certain solutions and advices. The author used case study method, comparative analysis method and other relative methods. This case may have certain guiding significance to other such enterprises.Under the OEM mode, G Bamboo Floor's profit is rather low and its development is unsustainable. So this company must develop domestic market. In this paper, the author analyzes several problems from STP?BCG?4P and SWOT Analysis G company met when developing domestic market, these problems are non-production, price, channel, advertisement and brand. To solve these problems, the author made a STP analysis, he found that target customer of G Bamboo Floor Company is white-collared workers whose annual salary is more than 100 thousand RMB. The brand culture of G Bamboo Floor company is the characteristics of bamboo, they are, noble and pure, strong will, continuous reproduction breed in an endless succession. Then the author uses 4P to practice product, price, channel and advertisement. Enterprise management information and human resource management also ensure the enterprise's development.