Research On Marketing Strategy Optimization Of Prefabricated Building Products Of S Company

In recent years,in order to realize energy saving,environmental protection and the maximization of the value of the whole life cycle of construction products,to cope with the negative population growth and serious shortage of labor force,especially after the construction of Wuhan Huoshenshan hospital and Wuhan Leishenshan Hospital at the speed of China,prefabricated buildings have been introduced to the market again.Green building materials,prefabricated buildings and steel structure housing will be promoted to build low-carbon cities,according to the 14 th Five-Year Plan released in March2021.At present,China’s prefabricated building has entered a period of rapid development and innovation.In this context,this paper takes S Company as the research object.By understanding the prefabricated building technology and marketing management related theories,and taking Changsha County of Hunan Province as the main analysis area,the branch of S Company in Changsha district was deeply investigated.Understand its current marketing status and existing problems.From the macro environment,micro environment and SWOT method to analyze the market environment S company is facing.Through the questionnaire survey,the end consumers have a detailed understanding.At the same time,the theoretical method of STP is used to provide the basis and guidance for S company’s target market.Finally,it provides suggestions from six aspects,such as product strategy,price strategy,channel strategy and promotion strategy,and puts forward the implementation guarantee of marketing strategy from three aspects of personnel,capital and technology of enterprises.It provides suggestions for the marketing of S Company and certain references for the development of the industry.