The Research On Business And Promotion Strategy Of Anhui Shanshui Kongjian Decoration Company

The architectural decoration industry is one of the four major industries of construction industry.Benefiting from China’s urbanization and real estate development by the end of twentieth century,the architectural decoration industry has experienced a growth rate of more than 15%,the industrial output value of 2015 is about 3 trillion and 400 billion yuan,and is estimated to reach 4 trillion and 300 billion yuan by 2016.The building decoration market in our country is still a developing market,even in developed first tier cities,standard decoration companies accounted for only 20%-30%of the market share.The market is highly fragmented and the overall profit margin is low.Founded in 1997,Shanshui decoration company is a private enterprise in Anhui Province.In such a market,the company continues to grow,in this process,its business and promotion strategies are also facing some difficulties.We use literature search method,internal interview and questionnaire survey to analyzes the present situation and competitive pattern of the architectural decoration market in China and Anhui.At the same time,through the analysis of internal data,we analyze the status of the company’s business and promotion,and finally through survey data,we grasp consumer preferences to help Anhui shanshui decoration company consolidate competitive advantage and maintain sustainable development.On the basis of these analysis,we propose the following strategies:(1)Business strategy.Shanshui company should make good use of the"1+N"operation mode,its rich experience and strong design capabilities.Starting from market segmentation,brand specialization,group organization to consolidate the high-end market,actively expand the low-end market and carry out the"3+N"business strategy.(2)Promotion strategy.Shanshui company should centre on digging deep traditional marketing channels,strengthening the construction of new media channels and paying attention to word-of-mouth.Integrate traditional channels and emerging channels to achieve a combination of promotion effects.Considering the company’s existing marketing channels,we choose outdoor media,exhibition area,TV,radio,newspapers and magazines,WeChat and other new media to shape brand image and expand brand influence.