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Marketing Channel Strategy Approach to Suzhou Soft Decoration Company

Author: ZhangZhang
Tutor: YuanJianXin
School: Suzhou University
Course: Business Administration
Keywords: soft decoration company marketing channel channel strategy
CLC: F426.92
Type: Master's thesis
Year: 2011
Downloads: 92
Quote: 0
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Abstract


With the development of national economy, increasement of citizen income, improvement of taste on livelihood and continuous growing of real estate industry, soft decoration company which emerges as the times require, separated from traditional decoration company, come into being with its own style.Based on the analyse of economic environment, competition environment, market demand of Suzhou city, according to the characteristics of artistic, integrative, serial and individualization of Suzhou soft decoration industry. The author did research on marketing channel strategy situation of Suzhou soft decoration company, found out reasons for Suzhou soft decoration company’s problems on choosing single channel model, ignorant of construction on terminal market, pursuing on short term profit, taking less advantage of network marketing and not optimizing marketing channel combination strategy. Grounded on the research, author brought forward some countermeasures trying to solve those problems harassing local soft decoration company. In the meantime, taking OL company’s practice as an example for case study, to implement and test those strategies in Suzhou with concrete measurements.The thesis using the theory of traditional marketing, relation marketing, service marketing, community marketing, network marketing and integration marketing to analyse marketing channel strategy. Encouraging Suzhou soft decoration companies to conduct a general and initiative way to combine traditional marketing and modern marketing, develop the cooperation among industry chain partners, provide high grade service to consolidate existing end users and channel customers, improve reputation via community marketing strategy, increase market share through network marketing, and the last but not least, integrate various marketing channel strategies, to achieve long term, maximum advantage. Which is in the hope of implementing effectual marketing channel strategy to increase Suzhou soft decoration company’s market share and profit.

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