Research On The Optimization Of Arte Mundi Floor Marketing Strategy

Arte Mundi takes "beauty can add value" as its core value concept,and is committed to integrating aesthetic concept into the design,manufacturing,sales and consumption of flooring,so as to build a leading brand of high-end wood flooring in China.However,with the increasing competition in the flooring industry and the rise of e-commerce enterprises,Arte Mundi must flexibly change its marketing mode and adopt a more diversified,all-round and multi-angle marketing strategy to enhance its core competitiveness.Based on STP theory,7P marketing mix theory and circle marketing theory,this study uses PEST analysis model and Porter five forces analysis model to analyze the macro environment and competitive environment of Arte Mundi.The study deeply analyzes the current situation,problems and reasons of marketing strategy,and puts forward the marketing optimization strategy and corresponding safeguard measures.This study draws the following conclusions:(1)The existing problems of the marketing strategy of Arte Mundi include the market positioning effectiveness to be improved,the lack of representative products,unreasonable product pricing,the weak channel construction,the single form of brand promotion,the lack of comprehensive quality of employees,the tedious after-sales process,and the old exhibition hall display.(2)In view of the problems existing in the marketing strategy of Arte Mundi,this study puts forward the marketing optimization strategy from seven aspects: product strategy,price strategy,channel strategy,promotion strategy,human resources strategy,sales process strategy and tangible display strategy.In addition,this study puts forward corresponding safeguard measures to improve the market share of Arte Mundi and further consolidate its leading position in flooring industry.