Marketing Strategy Analysis For FR Wood Flooring

Since the mid and late 1980s,wood flooring has been introduced into China from Europe.After more than 30 years of development,wood flooring industry has gradually entered the mature market,but it also faces many problems.On the one hand,wood flooring industry has low concentration,serious homogeneity of products,and vicious price competition exists among enterprises.On the other hand,with the promotion of urbanization and the upgrading of residents consumption in recent years,people's demand for wood flooring has also changed.In 2016,the state launched special environmental protection renovation actions,some non-standard wood flooring enterprises were eliminated,which brought new challenges and opportunities to wood flooring enterprises.In the new market environment,the original low-price competition model can no longer adapt to the future market development.Enterprises quickly formulate targeted marketing strategies to meet market demand,get rid of the low-price competition pattern,and enter the complex competition level of brand,network,service,talent,management and scale,so as to gain market competitive advantage,which is the key to win the market competition of wood floor brand enterprises.This paper chooses FR wood flooring as the research object,adopts the methods of literature research,model analysis,investigation and research,and uses the mode of combining theory with practice to discuss the marketing strategy of FR wood flooring in the new market environment.Firstly,the general situation of wood flooring industry and the development of FR wood flooring are summarized.From macro environment to industry environment,frorm development status to future trend,the internal and external environment of FR company development is analyzed.Then according to the differentiated competition strategy adopted by FR company,the market of wood flooring is subdivided by STP theory,and the target market and market positioning of FR wood flooring are determined.Finally,combined with 4C marketing theory,from the four aspects of Customer,Communication,Convenience,Cost,to formulate a marketing strategy in line with the development of FR wood flooring and apply it to the marketing practice of FR wood flooring.Through the implementation of the new marketing strategy,FR wood flooring has regained its competitive advantage in the market,effectively improved the profits of enterprises,and enhanced the influence of the brand.