Study On The Marketing Strategy Of A Sanitary Company In China

Since the 20 th century,the rapid development of China’s real estate industry has led to the rapid growth of the sanitary ware market.A sanitary ware company originated in Turkey,mainly engaged in ceramic sanitary wares,faucets,showers,bathtubs,bathroom furniture and other sanitary products.In 2000,A entered the Chinese market and developed rapidly by virtue of its rich product system and excellent product quality.However,in recent years,the competition in sanitary ware market has become increasingly fierce.A is faced with many problems,such as squeezed market share,low brand awareness,low product intelligence,and unexplored network channels.In this context,how to adjust A’s marketing strategy in the Chinese market and expand its market share is the main content of this paper.Firstly,This paper introduces the current marketing situation of A enterprise,and conducts a satisfaction survey on the current marketing strategy of A enterprise in China.Based on the data analysis of the survey results,it is concluded that consumers are less satisfied with the aspects of product intelligence,product price,access to get product information through the internet,advertising and service differentiation.This provides data support for the optimization of A’s marketing strategy.Secondly,using the PEST model,this paper analyzes the macro environment of A enterprise.The increase of disposable income of Chinese urban residents and the continuous advancement of urbanization make residents of third-tier and fourth-tier cities increasingly demand for middle and high-end bathroom products.The post-80 s and 90 s have grown into the main force of consumption in our country.Online shopping has become an important way of shopping for them.They are willing to pay for personalized and designed bathroom products.The rising aging of the population has increased the demand for smart bathroom products.After that,this paper uses Porter’s Five Forces Theory to study the competitive environment that A enterprise faces.The joining of new bathroom brands into the high-end bathroom market makes A company’s original market share faces the threat of being squeezed.Intelligent sanitary ware is a challenge to traditional sanitary ware products.Then,basing on the analytic hierarchy process(APH)and the SWOT analysis,This paper studies the strengths,weaknesses,opportunities and threats of A enterprise,it concludes that SO strategy is the best choice for company now,which means consolidating the market shares which company A already has,then developing new markets depending on its advantages.The STP theory is used to segment the market,select the target market,and position the market of A Company through the analysis of competitors and its own competitive advantages.Finally,according to the 4P marketing theory,optimization suggestions of marketing strategy are made for Company A,including the development of intelligent bathroom products,the change of the pricing strategy that pursues the highest profit and makes the pricing return to its product value,the market development in the third and fourth tier cities,the establishment of online shopping channels,and the strengthening of advertising efforts.Using a combination of questionnaire method,analytic hierarchy process,case-analyzing approach and based on some marketing theories,this paper aims to find some conducive marketing strategies after researching on the current situation.It is hope that these conducive marketing strategies could be a reference for other sanitary ware companies.