Precast Concrete Product Strategy Research Of Broad Housing Prefabricated Building

With the gradual fading of China’s demographic dividend in recent years,the traditional construction industry is facing severe pressure brought by "labor shortage".In this context,prefabricated buildings once again enter the market.By the end of2020,Broad Housing Industry Has completed the capital layout of nearly 100 prefabricated construction companies,truly becoming a national leading enterprise.As the largest supplier of Precast Concrete components for prefabricated buildings in China(Precast Concrete,also known as PC components,refers to Concrete products processed and produced in a standardized and mechanized way in the factory),How to adopt scientific and effective product strategies in the process of rapid expansion? It is an urgent problem to quickly occupy the market and enhance the popularity.Based on the product strategy theory,this paper formulated the marketing strategy of Broad Housing Industry prefabricated concrete component products for residential and industrial prefabricated buildings,mainly from the following aspects.Firstly,it analyzed the background and practical value of this study,and sorted out the research results and academic literature in this field at home and abroad.Secondly,the marketing environment of the prefabricated concrete components of Broad Housing Industry residential and industrial prefabricated buildings is analyzed,mainly including the general situation of Broad Housing Industry residential and industrial prefabricated concrete components and its products,PEST macro environment and micro environment analysis,prefabricated concrete components market analysis.Then,based on the current marketing environment of the precast concrete components of Broad Housing Industry Residential prefabricated building,four types of precast concrete components product strategies are designed for Broad Housing Industry Residential prefabricated concrete components,namely,product mix strategy,product differentiation strategy,brand strategy and product service strategy.Finally,the implementation steps are proposed from three aspects of implementation decomposition,implementation control and continuous optimization of precast concrete component product strategy,and the safeguard measures are discussed from four aspects of organizational structure,marketing resources,team strength and customer relationship.It is hoped that the implementation of the product strategy can achieve the expected effect of increasing the market share of the product,enhancing the recognition of the brand by customers and helping enterprises expand the sales volume of the product.The research results of this paper provide decision-making basis for the establishment of product strategy system of precast concrete component for Broad Housing Industry residential and industrial prefabricated buildings,and have certain reference value for the enterprises in the same industry to formulate their own product strategy in the complex market environment.