Research On F-Tech Company’s "VR+Home Decoration" APP Marketing Strategy Based On Consumer Purchase Behavior Analysis

With the rapid development of China’s economy and the continuous improvement of people’s income level,more and more people have begun to pay attention to the improvement of living environment and the improvement of living quality.And then the quality of home decoration has attracted more people’s attention.Although many developed cities in China have already had a number of influential and national chain-operated home decoration enterprises,many problems such as scattered industry,difficult control of process quality,single marketing mode,serious homogenization,and lack of industry standards and regulations still affect the development of my country’s equipment industry.In recent years,VR virtual reality technology as a new technology,the commercial value behind it has been widely concerned,and then began to be used in aerospace science and technology,medical experiments,bioengineering,game development and other fields.Although VR technology has many problems in the early stage of development,such as high professional technical and high research and development costs.With the increase of scientific research talents and the improvement of scientific and technological strength in China,VR technology will gradually become popular,and the research and development cost of VR technology will inevitably decline gradually and widely used in more industries.The home decoration industry is fragmented,chaotic,investing heavily,demanding,and low consumer satisfaction,while VR technology can bring a new visual experience to consumers,reling on strong interactivity,immersion and conception to create a sense of enrichment and immersive virtual 3D scenes.Therefore,VR technology can be used to change the problems of the traditional home decoration mode.Consumers can evaluate the advantages and disadvantages of the home decoration program through the immersive experience and experience,and freely match the favorite home decoration style to make the best decision in home decoration plan.Incorporating VR technology into the home decoration industry,on the one hand,it can avoid mistakes in decision-making and protect investment for consumers;on the other hand,it is beneficial for home decoration companies and designers to save costs and designers.Time,improve design efficiency,avoid the phenomenon of running orders caused by the designer’s design can not be liked by customers,and greatly improve the transaction rate.Based on the extensive information,case and theoretical knowledge related to marketing,Internet home decoration and VR technology,this paper takes the marketing case of F technology company "VR home decoration" project as the actual carrier,and collects relevant information inside F technology company.Several interviews had been conducted among the person in charge of the technology company,the project leader and the marketing staff.Combining theory with practice,analyzing the macro environment of the Ningxia region where the project is located,including political,economic,social and technical aspects,and then bargaining power from suppliers.The competitive environment of the industry is analyzed in five aspects:the buyer’s bargaining power,the threat of potential competitors,the threat of substitutes and the competition of companies in the same industry.At the same time,it analyzes the purchase behavior of home decoration consumers in the mobile internet environment,points out the problems in the marketing of the project,and puts forward new marketing strategy suggestions and safeguard measures based on the actual situation of F technology company,trying to provide marketing assistance for F technology company on the VR home decoration project It is believed that with the continuous development of technology and the advancement of VR technology,the project will surely be favored by more consumers and play more important role in the home decoration industry.