Translated Abstract
Over the past decade the rapid growth of China‘s real estate industry, building materials led to the rapid expansion. Because their purchasing power continues to improve and the Chinese urbanization continues to accelerate, the building materials industry in the future still has great potential for development. However, by the author‘s many years of experience in the building materials industry, although the Chinese building materials industry has the above positive factors, the sales of building materials enterprises are still facing a number of problems to be solved, such as: Firstly, because the building materials industry has lower entry barriers, a huge number of enterprises bout related practitioners and still there is no lack of business after entering Secondly, many multinational companies to enter the Chinese building materials industry share the market Third, the rise of e-commerce on the traditional building materials business profit model poses a great challenge, Fourthly, government regulation of the real estate market the future development of the building materials industry has brought certain risks.
DW company of this study was established in 2008 and trade, sales of high-end building materials products, the main business scope includes: building materials, furniture, hardware and office automation equipment. DW company is a Swedish ASSA ABLOY Door Hardware, USA Dante Group, Rui Xin Knight interior trim panel Shandong exclusive agents. In recent years, although the company has a good market opportunities, but overall marketing performance is not outstanding, especially since in 2012, the market share but there is a significant decline, has been unable to develop an effective marketing objectives achieved. In this context, the research firm, how to seize opportunities and meet challenges and weaknesses to develop more effective marketing strategies to reverse the adverse situation in order to ensure and maintain the company‘s long-term survival and development, undoubtedly has a very important practical significance
This paper combined theory based on the literature review and to target marketing, marketing mix based on the theory, quantitative and qualitative analysis of the combination, first expounded DW company marketing situation, pointing out that it faces marketing dilemma Secondly, the company‘s external and internal environment analysis, and the use of SWOT analysis method specified in the company‘s external opportunities, threats and internal strengths, weaknesses, and summed up the problem that caused the current predicament once again, for the problem, using the STP +4 PS (target marketing + marketing mix) theory of market segmentation, choose the most attractive target market segments, determine the product market positioning, the development of an effective 4PS (product, price, place and promotion) marketing mix strategy final proposed protection measures for the effective implementation of marketing strategies.
This conclusion is not only economic and DW company survival and development of practical help, but also for similar building materials sales company‘s marketing strategy formulation also has certain reference value.
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