Study On Marketing Strategy Of Waterproof Roll Of Jinyuan Waterproof Material Company

Over the years,the rapid development of the economy has made the variety of goods and services on the market increase continuously,and the market competition is becoming increasingly fierce.The marketing mode has changed from the initial seller’s leading to the current customer’s needs.Network development has also become more accurate in understanding users.The network has a huge amount of information about products,brands,prices,word of mouth,and so on.The integration of network technology and the construction industry allows the distance and distance between customers to conduct virtual transactions through the network anytime and anywhere,which not only saves various costs,but also brings better experience to both parties.Jinyuan Waterproof Material Company(hereinafter referred to as Jinyuan Company),as a professional waterproof coiled material company,has focused on the development,production and promotion of environmental protection waterproof coiled material for more than 20 years.It is a key backbone enterprise in the domestic waterproof industry with the national waterproof construction qualification and contracting national key projects.However,under the background of severe and volatile economic situation,vicious competition in the market and sharp increase in the price of raw materials,the company is facing many problems.Firstly,this paper combs the research and development of marketing at home and abroad by using the method of literature,and sums up the connotation and significance of marketing;This paper combs the current situation of China’s waterproof coiled material market from Porter’s five forces model,and finds out the opportunities and trends for future development.Secondly,from the perspective of Jinyuan Company,media,advertising company,third-party data monitoring company,etc.,the author uses interview method to conduct in-depth analysis and discussion on the marketing strategy of Jinyuan Company,and summarizes the problems in the marketing of Jinyuan Company according to the survey data of consumers,and uses the basic principles of STP to carry out market positioning,and analyzes the marketing strategy and safeguard measures of Jinyuan Company.Through the policy,data statistics and Porter’s five forces analysis model,we know that the current macro-political,economic,cultural and technological environment is good,but the waterproof coiled material industry environment is still very fierce.From the company’s market structure and SWOT analysis,we can see that the company has a certain advantage in the brand,but there is still a lack of core technology.Finally,the market structure of Jinyuan Company is optimized by using4 P marketing strategy from the aspects of product,price,channel and promotion.