A Study On Marketing Strategic Optimization Of Aluminum Clad Wood Window Of M Windows& Doors Co.,Ltd.

The rapid development of China's real estate industry in the first ten years of the new century has brought unprecedented growth space to the subsidiary industries of the real estate industry,such as building materials,which are represented by doors and windows.At the same period,the smog that has swept across the country let people truly feel the consequences of environmental pollution and uncontrolled emissions.As an energy-saving and environmentally friendly product,the aluminum clad wood window has gained more and more market share because of its excellent thermal insulation,sound insulation and anti-theft performance,and its energy-saving effect from the production to the usage procedure.With the increase of market share,the market competition in the industry has become increasingly fierce.The M Windows and Doors Co.,Ltd,located in Gaobeidian,Hebei Province,is a joint venture established by the Hebei A window group and the German company MS in 2004.The company has realized that the annual sales growth rate of its most important product,aluminum clad wood windows is slower,and it is far from the steady increase of the market share of the aluminum clad wood windows in China.M Windows and Doors Co.,Ltd.is facing the fact,that foreign products,domestic similar products are constantly increasing in domestic market with their competitive capacities.New marketing strategies must be adjusted and perfected for M company.In this paper,aiming at the problem of M Windows and Doors Co.,Ltd,regarding its marketing strategy,based upon the understanding and research of basic theory of the marketing,combined with reference to other similar enterprise marketing strategy,marketing strategy is proposed to improve the actual marketing strategy of M company.In the first part,this paper expounds and analyzes the theoretical basis used by the research,and provides a theoretical basis for the marketing analysis and marketing strategy of aluminum clad wood windows of M company.In the second part,the existing marketing system situation and the problems of M company are analyzed;In the third part of the paper,Marco environment and inter-industry competition environment of the aluminum clad wooden windows are analyzed,and the market orientation of aluminum clad wood window products is found which is based on middle grade products,gradually transition to high grade products;In the last part,based on the four variables of 4P theory,which is,products,price,place and promotion,aluminum clad wood window products of M company is respectively specific proposed to upgrade its original marketing strategy.The innovation of this paper lies in an innovative application of classical marketing theory in the field of building materials,which extends the scope of the application of marketing theory.