Research On Marketing Strategy Optimization Of A Door And Window Company

Over the past 30 years,China’s economic strength,scientific and technological strength,comprehensive national strength and people’s living standards have jumped to a new level.With China’s real estate industry entering the golden age,doors and windows,as a subsidiary product of the real estate industry,have also achieved explosive growth.The scale of doors and windows industry is expanding,the types of products are expanding,the technology is improving,and domestic self-developed local brands are also developing,The comprehensive competitiveness of the industry has been significantly improved.After nearly 40 years of development,the door and window industry is becoming more and more mature,with serious product homogenization,overcapacity and intense industry competition.Today,the degree of world economic integration is further deepened.Under the "Internet +" economy,the emergence of digitalization,intelligence,big data,the Internet of things and new media has effectively promoted the comprehensive upgrading of consumer led consumption.In the future,doors and windows will develop towards the trend of health and environmental protection,leading science and technology,intelligence,humanization and high-end;This also means that door and window enterprises need continuous reform and innovation,and enterprises are also facing greater challenges.A door and window company,founded in 2010,is a medium-sized private enterprise integrating aluminum alloy research and development,production,sales and installation.As a representative of the door and window industry,a door and window company is facing great challenges in sales and market share in recent years in the face of the current rapidly changing market environment.How to optimize the company’s marketing strategy and promote the long-term development of the company is the main problem to be solved urgently.This paper takes the marketing strategy of a door and window company as the research object.Based on the analysis of the marketing status of a door and window company,through the questionnaire survey of the customers of a door and window company,this paper analyzes the problems existing in the marketing strategy of a door and window company from four aspects: product,price,channel and promotion strategy.Based on STP theory and marketing mix theory,this paper puts forward the specific optimization scheme of a door and window company from four aspects: product strategy,price strategy,channel strategy and promotion strategy.Finally,it gives the corresponding guarantee measures of marketing optimization scheme,so that the optimization scheme of marketing strategy can be effectively implemented.Through the Optimization Research on the marketing strategy of a door and window company,this paper can not only solve the actual marketing problems of a door and window company,but also help the relevant enterprises in the door and window industry and provide some reference.