Research On Marketing Strategy Of HX Decoration Company

The rapid development of the real estate industry promotes the steady growth of China’s home decoration industry,and the market scale increases year by year.At the same time,with the gradual improvement of China’s national income level,people have higher requirements for the comfort of the living environment,and residents’ willingness to improve living conditions has increased significantly,which has brought huge development space for the home decoration industry.Although the prospect of home decoration market is bright,we cannot ignore the existence of problems.China’s home decoration industry presents the state of “large industry,small enterprise”,the homogeneity of products and services between enterprises is serious and the competition is chaotic.The fully decorated housing policy launched by the state has prompted real estate enterprises to invade the home decoration market and compete with home decoration enterprises for customer resources,which has intensified the competition in the home decoration industry.Therefore,it is particularly important to study how small and medium-sized enterprises such as HX Decoration Company survive better in the changeable market environment,among them the importance of enterprise marketing strategy to enterprise survival and development is self-evident.Taking HX Decoration Company as the research object,this thesis analyzes the current situation,deficiencies and reasons of enterprise marketing strategy by learning and integrating the research literature of domestic and foreign experts and scholars on the theory and industry analysis in the field of marketing,analyzes the external macro environment faced by the enterprise by using the PEST analysis tool,combs the industry competitive environment faced by the enterprise by using Michael Porter’s Five Forces Model,and straightens out the current situation of internal resources of the enterprise through internal environment analysis,use the questionnaire survey to clarify the consumer demand and preference of consumers in the market.On this basis,this thesis subdivides the market for HX Decoration Company through STP theory,comprehensively evaluates and analyzes the subdivided market one by one,and then determines the target market in combination with the actual resources and development status of the enterprise to help the enterprise redefine its market positioning.Based on the above analysis results and combined with the marketing theory of 4Ps,this thesis formulates a marketing strategy optimization scheme for HX Decoration Company.Finally,this thesis puts forward the safeguard measures that can ensure the smooth implementation of the optimized marketing strategy from the three aspects of human resources,enterprise system and enterprise culture of HX Decoration Company.The research content of this thesis hopes to help HX Decoration Company improve its marketing strategy and create market value,at the same time it can also provide practical and effective reference value for other similar home decoration enterprises in formulating marketing strategies.