Research On Optimizing The Marketing Strategy Of Artificial Stone For Shanghai Ape Stone Co.,Ltd.

With the rapid development of China's econom y and the acceleration of the urbanization process,the architectural designers,the development subjects,the users and the urban regulatory departments have paid more and more attention to the beauty,function and environmental protection of the building walls.Shanghai Ape Stone Limited Company is the largest collection of R & D,production,sales and service as one of the external wall man-made stone enterprises.It conforms to the demand for diversified architectural styles in different times.After 14 years of rapid development,its comprehensive strength has been greatly improved,but with the industry competition being intensifying,the company faces many problems,such as the weakening of the market competitiveness,the single channel,the mounting of business risk and so on.Therefore,it is very important to research a marketing strategy for the development of the company.This article will take the current operating status of Shanghai Ape Stone Limited Company as a basis,base on the theory of management and marketing and use the potter five analysis model to analyze the future of the company to enhance competitiveness,expand market share,and find out the way and plan for enterprise development from three aspects of the existing competitors,the potential competitors and the substitutes competition.The SWOT analysis tool is used to analyze the advantages,disadvantages,opportunities and threats of the company objectively and determine the target market of the city for the company.Define product positioning of the company by consolidating the market position of cultural stone/brick,develop ing the direction of eco-stone market,and cultivating soft stone and soft porcelain as the representative products in the new market.Take the 4P theory as a tool to formulate product portfolio strategy and price strategy,to explore the management strategies of the two channels of direct-operating office model and indirect distributor mode,and to develop the promotion strategy from the four dimensions of ad vertising,personnel promotion,sales promotion and public relations.In order to ensure the smooth execution of the marketing strategy,the company needs to optimize the marketing organization system,to improve the marketing human resource management sys tem,to improve the marketing monitoring system and to build a scientific marketing information management system to achieve healthy and rapid development of the company.The results of this study are expected to provide scientific theoretical support for the marketing and development of Shanghai Ape Stone Limited Company,to help the company to improve the market share of the enterprises,to achieve a steady expansion of the company,and to provide reference for the research of the marketing strategy in the same industry.