Research On Marketing Strategy Optimization Of Door And Window Hardware Enterprises

Doors and windows are indispensable necessities in people’s life,and hardware play a very important role in the quality and function of doors and windows.As an important part of doors and windows,hardware will also change with the change of doors and windows.Since China has entered the urbanization,many people have been moving into cities and need more houses.The sustained and rapid development of China’s construction industry has driven the development of door and window hardware products.People’s living standards have been improved,the demand and requirements of residents for doors and windows are also increasing.The old brand hardware with a history of 100 years abroad has also been impacting and suppressing the Chinese market.Door and window hardware enterprises must find effective ways to break through,and constantly improve their competitiveness and marketing ability,constantly looking for their own advantages,in order to become bigger and stronger in the industry.Founded in 2010,company A is a well-known door and window hardware accessories company in China and a well-known brand in Guangdong Province.The main products are handles,rollers,hinges,friction stays,lock bodies,lock seats and other door and window hardware products.The products are widely used in sliding series,casement series,folding series,narrow frame series,etc.,and more than 200 patents have been applied.This paper takes company A as the research object,and uses the 4P theory to study the marketing strategy of the door and window hardware industry.Through literature research,case analysis and interview to analyze the marketing status and market of company A.Using Porter’s five forces model and PEST analysis method to study the company’s marketing environment,the industry status and competitive situation of company A are clarified.This paper analyzes the problems of company A in terms of products,prices,place and promotions,and puts forward optimized solutions and measures for these problems through analysis and discussion.It is hoped that the research on the marketing strategies of the door and window enterprises in this paper can help company A find out the marketing problems,and also hope that this paper can provide some references for the door and window hardware industry in China.