Dissertation
Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Marketing Strategy Study on DB Company Opening Up Rural Market

Author DuanBin
Tutor ChenYunJuan
School Nanchang University
Course Business Administration
Keywords architectural door and window industry rural market marketing strategy
CLC F274
Type Master's thesis
Year 2012
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People can dwell on lands and have their own house---that is an important issue in the people’s livelihood. For700million rural population, accelerating the construction of new socialist countrysides which is raised in the11th5-year Plan involves the improvement of the living conditions in rural areas. Common people in China have a different emotion and attitude about housing from citizens in other countries, that is, common Chinese people have no bigger desire than one to have their own a set of apartment in their lives. So there is a huge dwelling house building market. Meanwhile, its relevant building material products have become rigid demands.Jiangxi DB Architectural Door and Window Company is a private enterprise established in2009majored in producing, processing, installing and running aluminum products. It is appointed as Jiangxi authorized enterprise by Suzhou LPSK, an aluminum leading and listed company. LPSK’s aluminum products have a good reputation in market providing DB Architectural Door and Window Company with good raw material as well. Under the supreme enterprise standard, Jiangxi DB Company insists on pursuing perfect clients’ consulting service through innovated service idea, aiming at giving clients best scheme to meet highest level of clients’ satisfaction.With the blowout-style development of real estate these years, Chinese architectural door and window market has developed promptly. At the same time, the relevant foreign companies get into Chinese market, which makes the competition in real estate and architectural door and window of house building market more popular. However, nowadays, not so many companies have got into broad dwelling architectural door and window markets in vast countrysides. Therefore, DB Company must concentrate on seizing this opportunity and find a path how to succeed from members of the fratemities in more and more field of competitive door and window market in countrysides.The treatise starts with the analysis of DB Company’s marketing environment and industry competition. The treatise makes clear DB’s market segment and its positioning according to DB company’s advantages and disadvantages as well as demands of dwelling architectural door and window market in countrysides. It also put forward to the following strategies: targeted marketing mixed with strategy, mainly including differentiation strategy, say, DB Company could choose products that opponents seldom consider as differentiation product to promote for the clients, and then focuses on developing and promoting additional product function of aluminum door and window to ensure the competitive edge; demand-oriented pricing strategy, the company decides prices according to the consumer acceptance of product price; rural-urban market entry strategy, and some practical applied value marketing strategies.

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