Research On Marketing Strategy Of The Home Customization Enterprise A

The rapid expansion of the real estate market ushered in a new opportunity for the development of the household customization industry,especially since 2016 April.After entering 2017,the growth rate of real estate in the first tier cities slowed down,but the three or four-line cities rose suddenly again.The rapid development of the real estate market,but also to promote the development of related industries led by home customization,home customization market gradually opened,with an average annual growth rate of more than 10%.Accordingly,the number of household customization enterprises has also increased rapidly,and the competition in the industry is extremely fierce.Through market research,it is not difficult to find,the home customization industry is generally chaotic,many enterprises exist vicious competition,brand effect is obvious weak,it is difficult to really capture the market.Along with the transformation and upgrading of the real estate industry,government supervision of the Home Furnishing custom industry are increasingly stringent,under the new market situation,enterprises must clarify its position,overcome its shortcomings,to accurately grasp the market opportunities.In this context,how to effectively develop marketing strategy is crucial for the long-term development of home customization enterprises.The A home customization company as an example,using literature analysis,case analysis,comparative analysis and other research methods,the integrated use of SWOT analysis,Potter five forces model theory,to a full range of analysis of A company’s internal and external environment,and the marketing system of detailed analysis,we found that A with distributors and agents join the main mode of marketing strategy in the new market environment,product standardization and modularization degree is low,lack of brand awareness,market share is difficult to raise the problem.In response to these problems,the author of A Company re positioning:to do high-end home operators in China,with the whole wooden as a starting point,and gradually build China’s overall wooden seat,soft package,high-end home operators.Based on this,proposed the marketing strategy of A company is determined as: Winning terminal project partner model,modular product to project agent to seize more terminal,change the mode of the traditional franchisee agent management mode for the platform.This model is conducive to the rapid expansion of the company’s output value,and the market share and brand awareness is also greatly improved.And can attract all kinds of capital to join,and ultimately realize the company’s securities.This paper takes A home customization company as a blueprint,focuses on the analysis of small and medium enterprises Home Furnishing customized marketing strategy,related research conclusions can be extended to small and medium enterprises similar to Home Furnishing custom,through the confused period of this kind of enterprise,effective mining marketing strategy has a reference value.