Research On The Marketing Strategy Improvement Of Z Home Decoration Company

Housing problem has been the focus of people’s attention,and the home decoration industry,which is closely related to housing,has gradually been taken seriously.In recent years,with the improvement of people’s living standards and the rapid rise of housing prices,the market size of the home decoration industry has expanded dramatically.However,the rapid expansion of the market,but also attracted a lot of competitors,leading to the home decoration industry mixed,the development is very irregular.How to stand out in such a market has become a puzzle for many small and medium-sized decoration companies.This paper systematically combs the market positioning theory,SWOT theory and the 4P marketing combination theory,and takes a small and medium sized decoration company as an example to sort out its basic situation,marketing status and the development status of Sichuan domestic garment industry,summarizes the existing problems in the marketing current of Z company,and presents the problems.The reason is analyzed.Then,this paper makes a general analysis of the marketing environment of Z company,and analyses its advantages,disadvantages,threats and opportunities according to the SWOT theory,and summarizes the thinking of optimizing its marketing strategy.Based on 4P theory,the marketing strategy of Z Company is optimized from four aspects: product,channel,price and promotion.As the results of this study are combing the various western marketing management theories and combining the actual situation of China’s domestic clothing industry,it provides a relatively perfect reference case for the application of marketing management theory of small and medium decoration companies in China,which is of certain practical significance.