Research On Marketing Strategy Optimization Of TX Ceramic Company

In recent years,due to the acceleration of the socialist process,the growth rate of urbanization has increased rapidly.With the new rural areas and urban demolition area growth,making the real estate industry to promote the continuous development of the current,has also become China's economic growth has become one of the major industries.By the real estate industry is the most influential when the ceramic industry,with the real estate market changes in the traditional ceramic industry in recent years to enter a new active period.China is a large producer of ceramics,but also consume power,in 1993,China's construction industry demand for ceramics has occupied the world's first.In the past 20 years of development process,the country has set up more than 3.000 ceramic enterprises,the ceramic production of up to more than 90 million square meters,the corresponding ceramic output value of more than 200 billion yuan.However,since 2013.the domestic economic market has been affected by the world economic crisis,the development of the entire ceramic industry is slow.the market downturn,resulting in excess profits in various enterprises,while industry competition is extremely serious,especially in the construction sector Competition in Ceramic Enterprises.In this field,competition among enterprises is often multifaceted,not only in the industry group and manifested in the industry group.In particular.TX ceramic company where the ceramic industry group,the industry group is located in Hunan,the internal brand and more complex,very fierce competition between each other.Therefore,this article on the TX ceramic company analysis,mainly on the company in the fierce market environment,how to carry out the transformation and upgrading of the problem,through the TX ceramic company for a detailed analysis,the development of transformation programs to improve its competitive advantage,to achieve business transformation TheThis paper is divided into the following seven parts to describe,the first chapter is the introduction part,mainly on the topic selection background,research significance,domestic and foreign research results and the contents of this study,the framework of the detailed structure.The second chapter is the marketing theory of the introduction,for the next degree of analysis of the company do pave the way.The third chapter mainly analyzes the traditional ceramics industry and the construction indust::y,and analyzes the internal and external environment,the competitor and the competitive environment of the industry using PEST analysis and Porter's "five-force model" analysis method,and points out that the current TX company Opportunities and potential threats.The fourth chapter mainly analyzes the development status of TX company and the recent sales situation.The fifth chapter focuses on the problems of TX company,mainly for the marketing strategy is not appropriate and led to the slow development of the company in recent years,the market share is low.At the same time,the company is not enough innovation for the product,the R&D department invested very little,do not attach importance to product development issues,resulting in a sharp decline in the competitiveness of the company and analyzes the existing marketing plan and put forward the reasons for the problem of sales growth.The sixth chapter using 4P marketing theory,mainly summarizes the problems of TX company,and puts forward the appropriate transformation plan.Chapter 7 summarizes the full text and looks forward to the future.