Research On Product Differentiation Positioning Strategy Of G Company Based On STP Theory

Since the implementation of China's national policy of reform and opening up in the late 1980 s,China's economy,military,culture and other aspects have developed rapidly,and it has become the second largest economic entity after the United States.This is inseparable from the contribution of foreign-funded enterprises in all walks of life in China.Foreign funded enterprises not only bring a lot of capital to China's development,but also bring advanced technology,Including advanced equipment and product technology of waterproof industry,It also drives the rapid development of waterproof enterprises in China,such as Dongfang Yuhong,Keshun,Hongyuan,etc.After entering the 21 st century,the development of foreign-funded enterprises in China has encountered a bottleneck period,Encountered various difficulties,The reason is that the management concept of foreign-funded enterprises is solidified?Unable to adapt to the rapidly changing business environment?The rapid development of domestic waterproof material enterprises causes the deterioration of competitive environment.The author works for foreign G enterprise in waterproof industry,G company's operation and development in China also encountered difficulties,Sales volume has been declining in recent years,The top management of G company once planned to withdraw from the Chinese market.The cause of G company's management dilemma is that domestic waterproof enterprises are gradually forming scale,For example,Dongfang Yuhong company has become the largest waterproof material supplier in Asia,Bring strong competition to G company,There are also the reasons why the competitive strategy of G company's internal product differentiation is vague,resulting in the weakening of its own competitiveness.The author hopes to re plan the product differentiation positioning strategy of G company,Bring new opportunities for the development of G enterprise in China,It also provides the direction of reform for foreign enterprises in China facing the same predicament,Contribute to the development of foreign enterprises in China's waterproof industry.This paper analyzes the macro environment,meso environment and micro environment of foreign-funded g enterprise in waterproofing industry,And analyze the development of G company's existing products through Boston matrix,It is necessary to re-establish the competitive strategy of product differentiation positioning.The specific method is to segment the target market of waterproof products based on STP market segmentation theory:According to the types of construction projects,it is divided into residential project buildings,public buildings(urban complex,etc.),industrial plant buildings and agricultural related buildings;It is divided into roof waterproof market,floor waterproof market,basement roof waterproof market,toilet and kitchen floor and wall waterproof market according to the waterproof parts of buildings.Then,combining the resource and ability advantages of G company,choose the floor waterproof market of large public buildings and the roof waterproof market of residential projects as the target market of G company.Finally,the star product pv100 of G company is positioned in the floor waterproof market of large public buildings by the quantitative analysis tool and questionnaire survey?Positioning the cash cow product ytl-vx of G company in the roof waterproof market of residential buildings,Form the product differentiation competitive advantage of Dongfang Yuhong company,the main competitor of G company.This paper also expounds the specific organizational guarantee measures to implement the new product differentiation positioning strategy,It includes strengthening the promotion activities for the target market,strengthening the product distribution and improving the technical service level.