Marketing Strategy Analysis Of OP Home Group

With the rapid development of China's economy and society,real estate enterprises rise rapidly,and the related home industry also develops rapidly.At the same time,the living standard of residents is also constantly improving,and the requirements for home customization are becoming higher and higher.Based on the example of China's famous household enterprises: European household group,this study comprehensively uses the methods of literature review and case analysis to study the application of marketing related strategies in the home industry.On the basis of discussing the concepts and theories of STP marketing strategy,marketing combination strategy,PEST model,Porter's five-force model and SWOT model,this paper makes a comprehensive analysis on the political environment,economic environment,social environment,technological environment and competitive environment of European Home Group's marketing,and analyzes the advantages,disadvantages and opportunities of European Home Group's marketing on the basis of clarifying the core competitiveness of the Group's And the threat of a comprehensive analysis,and finally targeted to put forward the European Home Group marketing strategy and put forward to ensure the implementation of the marketing strategy of organizational security,performance management security and incentive protection measures.Through the analysis of the article,we can see that the marketing strategy of Europa Home Group is more comprehensive and perfect.Strategicly,the market positioning strategy of OP Home Group is relatively clear,the main goal is the upper and middle level of society;product,OP Home Group in the introduction of home brands,made a full investigation of the home market,formulated a reasonable product strategy;price,in order to obtain long-term benefits,abandoned short-term profits;channel,not only solid traditional channels,but also actively open up network marketing channels;sales promotion,strive to actively promote their own image,actively open up the market.The analysis of this paper can be applied to European Home Group In the practice of marketing,it has a certain reference to the marketing practice of European Home Group and the marketing of other home groups.