Research On The Marketing Strategy Optimization Of TS Company

In recent years,more and more enterprise users and individual users have been attracted to the new environmental-friendly building materials.As a leading enterprise in building materials industry,TS Company has adopted many strategies in marketing,but there are also a series of problems.Based on the research of experts and scholars at home and abroad on the gypsum board market and the development of gypsum board enterprises,based on the 4P theory,this paper carefully studies the marketing situation of TS Company by using the methods of literature analysis,case study and questionnaire survey,and analyzes the macro environmental factors faced by TS company by using PEST model,This paper analyzes the market environment factors faced by TS Company by using Porter’s five forces model,and puts forward some suggestions for TS Company to improve its marketing strategy on the basis of clarifying its own advantages,disadvantages,opportunities and threats by using SWOT model.The main conclusions of this paper are as follows:（1）In the marketing situation of TS Company,there are many problems,such as small product portfolio,high price positioning,limited channels,insufficient promotion methods,etc.the main reasons are the insufficient product positioning of the company,the lack of R ＆ D and sales talents,and the constraints of the objective environment.（2）TS Company is facing a good overall environment,the state vigorously support new environmental protection materials,the public demand for new building materials is increasing,these have a role to promote TS company.（3）TS Company should take measures to improve marketing effectiveness in many aspects.In terms of products,TS Company should constantly eliminate backward products and strengthen the R＆ D and launch of new products;In terms of market expansion,in view of the saturation of the domestic market,TS Company should further expand the international market by means of export products,overseas investment and plant construction,asset acquisition;In terms of marketing methods,TS Company should keep up with the trend of the times and actively try e-commerce marketing,short video marketing and live broadcast marketing in order to better sell products,.TS Company also set up reasonable product pricing and do a good job in product promotion,through a variety of promotional methods,staff professionalism and high-quality after-sales service to win the market.