Research On Marketing Strategy Of Foshan L Company

In recent years,with the progress of science and technology as well as the growth of economy,the sanitary ware market in our country is constantly improving.Foshan L Sanitary Ware is a well-known sanitary ware brand in China,which has been developed for 23 years.With the rapid growth of the Chinese sanitary ware market,other domestic brands have gradually increased their investment in product research and development and technological innovation.More and more well-known international sanitary ware brands have begun to enter the middle end of the Chinese market,and carrying an intense competition with L Sanitary Ware.This paper attempts to combine the marketing strategy theory with the L Sanitary Ware marketing strategy,using the PEST analysis method,Porter’s five-force model and SWOT analysis to match and analyze the existing resources and marketing environment of L Sanitary Ware.At the same time,coupled with STP,4P theory and other marketing theories to discuss the current situation of L Sanitary Ware marketing strategy,try to found problems of strategy formulation and strategy implementation,analyze the causes of problems and put forward the corresponding improvement suggestions.In the product strategy,due to the lack of awareness of the new product market,new products are not recognized by the market;In terms of price strategy,product pricing is slightly higher due to insufficient market research;In the aspect of promotion strategy,the promotion method is relatively single and fails to achieve the desired effect;In the aspect of channel strategy,due to the non-standard of dealer management,a certain amount of channel conflict has been created to hinder the development of the company.According to the strategy of the existing problems and causes,the paper puts forward some suggestions,including provide differentiated products and services,improve the price system,diversified production promotion,standardize management of the dealers and widen marketing channels.Hope that through the analysis of this paper,the paper can help L Sanitary Ware optimize its own marketing strategy,in order to cope with the increasingly complex competitive market,and meanwhile provide reference and inspiration for other companies’marketing activities.