A Study On The Marketing Strategy For ROCKFONG Ceiling Appliances Company

Following the European market, Denmark R company enter the Chinese market in 2013, faced with the current economic downturn real estate serious differentiation and intense building materials industry competitive situation, this article discusses how R companies to overcome the current difficulties by taking their own product advantages, to open the brand awareness from a number of materials and to be the ceiling domestic market leader.This paper begins to introduce the theory of corporate strategic management and some strategic analyses tools, and further analyses the macro environment, combined with the actual situation, including political environment, economic environment, social environment, technological environment; and then analyses the enterprise environment,including building decoration industry and rockwool industry; meanwhile,we analysis market environment for corporate by Porter five-forces model, analyzes the internal environment from the perspective of organizational structure, human resources, qualification and brand resources, technical resources. Based on the analysis of internal and external environment, this paper establishes the marketing strategy of the R company from Denmark, and four specific items from the aspects of product, price, place, and promotion, using the SWOT analysis framework and following relevant principles. Finally this paper brings out the recommendations of the implementation of the strategy.This paper explains the research course and come to a conclusion on the existing problems of the branch by using marketing theory tools, and provides reference for multi-national corporation facing fierce competition to some extent.