Research On Marketing Strategy Of L Decoration Engineering Company

With the rapid development of the construction industry in China,the construction decoration industry has also obtained unprecedented development opportunities.Under the temptation of huge market profits,more and more enterprises have joined this industry with relatively low access threshold,and the market competition has become white-hot.Relative to the home decoration market,the public decoration market entry threshold is higher,some high and middle grade public decoration project only industry qualification is relatively complete,design,construction level of higher enterprises to set foot in.L decoration engineering company,as one of famous exhibition hall decoration engineering enterprises and arts and crafts design and manufacturing enterprises in China,has taken a place in the industry by virtue of its strong academic background and professional ability.With the continuous influx of homogeneous enterprises and large enterprises,the profit of L company space is gradually compressed,and L company lacks of Marketing Department and marketing professionals also leads to its inability to obtain high-profit projects to some extent.Starting from PEST analysis,this paper uses porter’s five forces model and SWOT analysis method to analyze the internal and external environment of L decoration engineering company.At the same time,the STP theoretical analysis method is adopted to carry out industry market segmentation,target market selection and market positioning,and develop marketing strategies that match the company’s development,including product strategy,price strategy,channel strategy,promotion strategy and service marketing strategy.In order to ensure the marketing strategy mentioned in this paper can be implemented smoothly,at last,this paper also puts forward marketing strategy implementation safeguard measures for L company to improve its marketing organizational structure,corporate culture construction,marketing team construction,marketing management and incentive construction and customer value continuation.Through the research on marketing strategy of L company,this paper hopes that the decision-making level of the company will gradually realize the importance of marketing to the enterprise,and make the marketing decision-makers clearly realize that they should constantly strengthen the learning of marketing knowledge to improve the comprehensive ability of analyzing the market environment,and make the quasi-market vane.It is hoped that the marketing strategy developed will become an effective method for enterprises to survive and develop in the increasingly fierce market competition.At the same time,it also has certain reference significance to other architectural decoration enterprises in the fierce competition environment.