| The concrete pile holdings, as a foundational material for buildings, are widely used and play an indispensible role in both China's economy development and civilization process. Especially since the 1990's, concrete pile holdings became increasingly popular in the the construction industry for low cost and short duration. For twenty years, concrete pile holdings have experienced different development period including germination period, growth period and mature period, and peaked its height of production and sales in 2011. However, when competitors stepping into the field, many problems arised like industry over capacity, serious product homogeneity. What's more, the recent year's national regulation in real estate, to a great extent, lead to the shrinking of pile holdings market, which caused a vicious cycle of price war in the market. Those small and medium-sized pile holdings enterprises got not choice but to cut corners in production and applied the low-priced market, which not only detreiorated the whole market, and endangered the safety in construction industry.The H Group whitnessed the every period including hardship and and prosperity. Under the influence of big market environment, in recent years many business indicators like profitability and rate of capital return decreased year by year. This paper implement an in-depth analisis in the reason to the business distress of pile holdings industry by using study methods like literature research, interview method, case studies, deductive and reasoning, as well as my personal working experience in the field. Then the point of view that the marketing theory of 4Rs can effectively guide the H Group's marketing work would be put forward. The 4Rs balance theory in pile holdings industry will help to combine theory with practice, to seize the opportunity of housing industrialization, and to explore the differentiation in H Group's pile holding marketing work,so as to deai with an even more fierce market competition. |
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