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Analysis and Marketing Strategy in the ShenYang Market about Blue-sky Doors & Windows

Author: JiMan
Tutor: WangYing
School: Jilin University
Course: Business Administration
Keywords: Blue doors and windows Shenyang Marketing
CLC: F274
Type: Master's thesis
Year: 2010
Downloads: 196
Quote: 0
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Abstract

In 2009 the Ministry of Construction held a seminar on the windows and doors industry, experts have pointed out that after 20 years of development, China's aluminum windows and doors of this emerging industry has gradually matured, and to reach a certain size. Windows and doors industry in Shenyang market, for example, from aluminum windows and doors industry characteristics and correlation analysis, the current market competition is extremely fierce, has reached an unprecedented level of intense, low-price, high-cost means of competition has become the key to winning products. The ultimate competitive advantage depends on the construction industry to establish a broad field of marketing system, while the windows and doors industry is the rise and fall depending on the development of China's construction and real estate industry and future trends. Industry experts also pointed out that the entire aluminum windows and doors industry market supply and demand, the merits of the product quality and technical level of the market price fluctuations and so will depend on the size of the business and management models, therefore, from a macro perspective point of view, the current domestic aluminum windows and doors industry is mainly characterized by the following aspects characteristics: (1) increasing maturity of the industry, competition has become increasingly fierce. Since the specifications of aluminum windows and doors relatively fixed, and the production accuracy and strength requirements are not particularly high, and the doors and windows profile plant raw materials used in processing techniques are already quite mature, the production of profiles and product differentiation gradually reduced, thus leading to the manufacturers prices of raw materials, windows and doors manufacturer makes the downstream similar competition is fierce. (2) Since aluminum windows and doors relatively large volume of products, production processes and more product formation process and long, plus shipping costs, service, maintenance, protection of local policies and tax and other factors, aluminum windows and doors market still basically in the region, regional marketing stage, the domestic production of doors and windows business scope and products are based on more than 90% of regional or domestic market-oriented, foreign or international market will be developed and developed. (3) from the windows and doors industry chain specific situation can be seen, aluminum windows and doors industry association on the middle and lower reaches more single industry, the rise and fall entirely dependent on domestic construction and real estate, the market risk management is concentrated largely In the downstream industry chain on the door and window industry. Thus, the domestic doors manufacturers must establish in the construction sector is very extensive marketing channels; addition, aluminum raw materials industry, plastic feedstock, and glass industries such as doors and windows will also directly affect the development of the manufacturing cost. So the entire door and window industry production and management risk is very concentrated. (4) the development of national restrictions on the doors and windows is relatively small. From the manufacturing industry perspective, aluminum windows and doors are the ultimate consumer product, unlike machinery parts and accessories, is determined by the customer. Aluminum windows and doors business as long as the quality of life of consumers to understand the potential need, you can design structure for aluminum windows and doors, accessories or manufacturing research and development, which can develop a variety of new styles of aluminum windows and doors, so windows and doors industry product and technology innovation in the field has a great space for development, but also caused intense competition within the industry door. (5) foreign aluminum profile manufacturers have long entered the Chinese market, and quality products and services in order to compete and to occupy a certain market share in windows and doors. (6) In recent years the fierce competition in the industry doors aggravated project Loaning common, huge amounts receivable engineering, making capital returns can not be a serious drag on the development of enterprises. The experts also pointed out that true for the new market situation in 2010, the enterprise not only to the continued improvement in product and technology innovation to seek the development of space, but also to focus on market development and construction, the use of existing enterprises resources and favorable conditions, perfect marketing network and strong mechanisms, while also developing closer norms and business strategy, develop market demand for energy-efficient doors and windows products, the implementation of brand building and green marketing, the integration of the industrial system, go Associated collaborative development of roads, improve the industry's overall strength, the use of windows and doors industry is relatively low manufacturing cost advantages, further expand the business marketing space, and ultimately achieve the sustainable development of enterprises toward healthy track.

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