Research On Marketing Strategy Of Shandong Honghengda Waterproof Material Engineering Co. LTD.

The construction waterproofing industry is in line with the development of the real estate market.In recent years,the continuous boom in the real estate market has led to the rapid development of the building materials industry.However,for a long period of time,the serious energy consumption,extensive development model,and non-standard production defects have been flooded with waterproof building materials production industry,which has become a major obstacle to its healthy development.As a competitive building material company,Honghengda has developed well in the building materials industry after more than 10 years of healthy development and good marketing practices.Now the company has become a medium and large-sized waterproof material manufacturer with an annual output of more than 100 million yuan.However,with the intensification of market competition in the past two years and the variability of marketing strategies,there are some problems in the industry that need to be resolved.Under the difficult predicament of the new normal economic development,with the increase in the intensity of industry reforms,Honghengda Company is facing a major opportunity for a second take-off,how to assess the situation and develop a corporate strategy and marketing strategy suitable for the company's own development to ensure that the company Maintaining a leading position and more comprehensive advantages in the future market competition is a major issue facing the company at this stage.Based on the deep investigation of the marketing status of the company,this article combines domestic and international research methods of relevant marketing strategies and proposes a series of targeted marketing strategies in order to provide a certain inspiration for the development of the company and even the entire building materials industry.On the basis of fully doing a good job of searching,reviewing and researching the literature,this article first summarizes the development and constraints of the waterproof material market in China;second,it uses PEST,SWOT,and Boston in light of the actual situation of the company.The five force model and other methods respectively studied the external marketing environment and the internal integrated environment,and based on this,conducted market segmentation,market selection,and market positioning based on the STP theory.Finally,the 4Ps marketing theory was used to complete the design of the company's marketing strategy portfolio,and the formulation was appropriate.The status quo of enterprise marketing and feasible and effective marketing strategies,and fully guarantee the implementation and implementation of marketing strategies in the formulation and implementation of dealer policies,corporate fund security,and corporate branding.This article adopts an empirical analysis method to conduct in-depth research on the characteristics of the professional field of building waterproof materials,and points out the direction for the company to expand its domestic market.At the same time,this article also provides some references for the market expansion of other small and medium waterproof material manufacturers.