| As the national construction and the improvement of living standards,China’s home building materials industry is growing up,especially at the beginning of the late 90,China’s urbanization and real estate industry is booming,driving the home building materials industry high-speed growth.By 2016,the industry’s domestic market scale has more than 4 trillion yuan,becoming a veritable big industry.However,China’s home building materials industry has been in the state of low attention,dispersed market for a long time and compared with home appliances,IT,automobiles and other industries grew in the same period,channel,brand,channel,service and other marketing system construction is relatively slow and extensive.After nearly 20 years of rapid growth,China’s home building materials industry began to enter the mature stage,the market growth slowed down,each field successively appeared a group of leading brands and listed companies,the industry into the integration period.At the same time,with the industry closely related to real estate,decoration,distribution channels and other external environment has also changed dramatically,the impact of e-commerce on traditional channels,the new 80,the rise of the consumer population,the most important factor is the rapid growth of the building materials industry in the consumer from functional demand to the improvement quality of life transformation,most of the breakdown of the production capacity of the excess to force the industry to supply side reform and marketing strategy upgrade.Therefore,the marketing of enterprises should be promoted from product type,channel type to branding and service type,and changing to an integrated solution provider.What’s more,as the Chinese population ages,the division between the middle class and the new generation and the steps of the prefabricated housing and fine decoration of the real estate industry,make the marketing environment of building materials home industry more complicated and changeable,and the competition in the consolidation period is stronger.All these factors require the Chinese building materials home furnishing material enterprise to upgrade the marketing strategy to adapt to the new environment.Through the analysis of the present situation and development trend of China building materials home industry,taking SWOT,porter’s five forces and other analysis methods,interpreted the changes in the external environment and internal environment of the industry during the development process,and explained the upgrading process of consumers’ experience in times of shortage economy,material abundance and personalized demand.Think and plan the marketing strategy upgrading of the enterprise,combining the practice of Huida to study the ways to upgrade the marketing strategy of this industry.The case of enterprise in the article is Huida,which is one of China’s oldest sanitary ware and household enterprises.Established in 1982,Huida witnesses all the development periods of Chinese building materials home furnishing material industry and becomes the leading brand in this region by the continued transformation and upgrading.In year 2017,Huida listed on the main board in Shanghai Stock Exchange(Stock code:603385).Through the study on the marketing strategy upgrading of Huida,we found that,in addition to the change of external environment and competition situation,the business model change within the enterprise is more important.Huida transformed from a manufacturing and export-oriented enterprise into a marketing internal and external market oriented company,since then higher requirements for the marketing system of enterprises were put forward,in particular,there is a huge market in China,where there is a sharp change,vast territory and huge demand,marketing strategies should be adjusted and upgraded at various times of market and enterprise development.So,this article combines the target market、competition strategy、 branding strategy、channel mode、service system、product research and development system,formulated the upgraded marketing strategy of Huida in the next five years,of upgrading,At the same time,through funding,organization and human resources,evaluation and risk control system,information construction and etc,to ensure the implementation of the strategy. |
