Study On 4C Marketing Strategy Of H Company Under The Background Of Digital Economy

At this stage,Chinese production and consumption scale of building materials rankthe second in the world.For Chinese building materials market at this stage,the competition between transnational corporations and domestic enterprises presents a very cohesive situation.At this stage,the demand of Chinese building materials industry is gradually decreasing,the "increment" of development has slowed down,and it has the characteristics of stock game and other industrial competition.The marketing mode has also changed greatly around the consumer demand,and the marketing strategy has also changed accordingly.Through the precipitation of a large amount of data,our demand for consumers is becoming clearer and clearer.This purchase method not only saves the purchase cost,but also enables both parties to get a better experience.Marketing has been upgraded to the strategic core of the enterprise.Company H has been deeply involved in the building materials industry for many years.Although many academic achievements have been made in the research on traditional marketing theories,most of the marketing research on building coatings in the Internet era is relatively vague and the combination of marketing research with examples is rare,lacking more accurate guiding significance.This paper summarizes the marketing practice experience by studying the domestic and foreign marketing theory and development process,combing the ideas.Secondly,through questionnaires and in-depth interviews,this paper analyzes and discusses the current marketing situation of Company H,and summarizes the existing problems of Company H in marketing: lack of accurate positioning of personalized demand in the consumer market;Lack of analysis of marketing means in the context of digital economy,which is disconnected from the demand side;The product is not priced according to differentiation,and its price is not close to the market;The production and operation management of the company does not have the marketing management experience under the digital economy background.The reason is that the marketing is not in place and the marketing strategy is not accurate.In this paper,PEST theory is used to gain insight into the macro environment of domestic architectural coatings,and the competitive environment and SWOT analysis are used to sort out the development trend and potential opportunities of architectural coatings.In view of the above problems,Company H has formulated and optimized the solution: analyzed and designed the marketing plan from the four dimensions of consumer,cost,convenience and communication.At the same time,establish and improve the information system to support the operation of big data precision marketing;Combine market research data,collect information from consumers,and control the real needs of consumers;Analyze the cost from various aspects and optimize the purchase cost of consumers;Establish convenient channels for consumers;Improve customer stickiness and promote product sales through all-round communication between both parties.