Dissertation
Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

Iraq Ling company bathroom hardware market expansion and channel selection strategy

Author ZhouJianJun
Tutor JiangQingYun
School Fudan University
Course Business Administration
Keywords Hardware Industry Market Development Brand Marketing Channel strategy
CLC F426.4
Type Master's thesis
Year 2010
Downloads 212
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In recent years, China's hardware industry, 20% annual growth rate. Domestic hardware industry enterprises in terms of scale, management, efficiency, or product variety, quality, grade, production equipment, technical means and other aspects shorten the gap between hardware power, and even in some respects than the international level, it is easy to see China is growing into a veritable hardware industry big country. Some of the hardware industry in a number of companies began to promote themselves in the popular media. Paying attention to the brand, including in the media, and their packaging, products have begun to focus on the show together, which will become a trend in the development of the hardware industry. In recent years, as people on product environmental, fashion, security and other aspects of the increasing demand as well as ordinary families \Took a fancy to this country bathroom market growth potential as well as sanitary hardware market is still no consensus brands, Iraq Ling bathroom hardware companies to enter into this market. Bathroom hardware market matures sanitary ceramic products with respect to late maturing, consumers are primarily concerned with toilet, bathtub; secondly concern is leading, the last concern bathroom hardware, so the formation of bathroom accessories market is still among the breeds huge room for growth. In a segment of the market to establish the brand and have efficient marketing channel network which for us is a very big challenge. This article from the four parts of the bathroom hardware industry, marketing and channel selection strategies were discussed. Firstly, from bathroom hardware industry and its marketing environment analysis start, examine the competitive structure of the industry and its competitive strategic direction; then use the primary and secondary data analysis of the current status of bathroom accessories industry market and customer buying behavior characteristics ; On this basis, the author demonstrates where the company - Iraq Ling company faces market opportunities and competitive strategy can be selected. And raised under the premise of this strategy in Iraq Ling company's marketing strategy and the appropriate channel selection strategy. Authority in the use of theoretical research carried out on the basis of analyzing reality, theory and practice through a combination of methods to get some future development of enterprises meaningful conclusions: bathroom hardware market is a fragmented fragmented market, there is no formation of consumer-oriented big brands; This industry is in rapid growth, consumer brand appeal began to awaken; Iraq Ling at the strategic choice to the best cost strategy as well; Iraq Ling should focus on the future development of the company's resources and inclination in brand building channel construction; in corporate strategy drawn up on the basis of brand positioning and channel strategy to the high-end brand positioning and channel positioning to promote market development and the construction of channels, so as to gradually form a brand.

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