The Marketing Strategy Adjustment Of Guosheng Foundation Group Building Materials Home Market In Mobile Internet

The rapid development of mobile Internet is having a profound impact on all walks of life.Reforming traditional manufacturing industries by Internet to achieve Chinese economic transformation and upgrading is an important economic policy of our country.Promoting full integration of Internet and real economy is the direction of China's economic development in the future.Under the multiple influences of real estate industry adjustment,economic structure adjustment,economic deceleration and electronic commerce,the development of building materials home industry as durable consumer goods industry has encountered many difficulties.But focusing on the development of the tertiary industry is the direction of China's economic development,thus as an important sector,the building materials industry should be optimistic about the future of the industry,and take the initiative to adapt to the current social development trend..This paper took the whole building materials home industry as macro-background,and building materials market of Deyang city as micro-background,using market survey and theoretical research,combined with statistical data analysis to investigate the background of Guosheng foundation group home building materials market.Also this paper stated the elements like the market environment,economic background,industry characteristics,product characteristics,consumer characteristics and consumer channels of current building materials home industry,explored the future development trend of building materials home industry,theoretically studied marketing strategy,compared the mobile internet marketing and traditional marketing model,re-engineered the marketing process of the marketing strategy of present case in the mobile Internet era,and put forward the concept of the two stage design of marketing strategy.In this paper,the building materials market in Deyang city of Guosheng foundation group was selected as an empirical case to analysis the status of mobile Internet marketing strategies,to explore the impact of mobile Internet on the entire industry.This paper also summarized the main problems of marketing strategy in the present case,especially when business profitability became the core issue of lower profitability,this paper re-engineered the marketing process of the marketing strategy of present case in the mobile Internet era.For the building materials market in Deyang city of Guosheng foundation group,this paper did innovation research on how to create a customer centric,how to integrate traditional marketing and Internet Marketing,and how to become electronic commerce as a tool and a tool for change.The profitability of the market business will be improved through secondary design of product strategy,price strategy,promotion strategy,and channel strategy,so as to ensure that the market value of existing customers and to enhance the steady development of new customers.This paper proposes solutions to solve these problems existing in the case,that is,the strategic target of Guosheng foundation group is to construct regional O2 O building materials home enterprises,its core is to reconstruct the pattern of building materials market of Deyang city using mobile Internet as a carrier and means,creating online platform named as Guosheng cloud mall only belonging to the Guosheng foundation group,through redesign of product strategy,price strategy,promotion strategy,and channel strategy,to get through each link of O2 O,to process reengineering the marketing strategy of present case in the mobile Internet era,to achieve the transformation and upgrading of building materials home market of Guosheng foundation group.The successful case of Excellent grade depot project in Group Shanghai company preliminary proved that the design of the above marketing strategy is feasible.