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1、AbstractArchitecturaldecorationindustryinChinaishighlycompetitive,whichproposesunprecedentedchallengeforsmallandmedium-sizedprivatedecorationenterprises.Inthissituation,itisnecessaryforsmallandmedium-sizedenterprisestoformulatecorrectmarketingstrategy,inordertoobtainsustainablecompetitiveadv
2、antage,seeksurvivalanddevelopment.Thispaperstudiesmarketingstrategyofatypicalsmallandmedium-sizedprivatedecorationenterprise——“A”company,soastoestablishitsmarketpositioningandfindouttheproblemsofitsexistingmarketingmixstrategy,promotetheimprovementof“A”company'smarketingstrategy,whichisofgre
3、atsignificancefor“A”companytoachievesustainablecompetitivestrengthandfurtherdevelopment.Thispapercombinestheoreticalanalysiswithcasestudies,onthebasisofinterview、questionnaire、marketinvestigationandthecomprehensiveutilizationofPEST、SWOT、7PSanalysistools,regards“A”company'smarketpositioningan
4、dmarketingmixstrategyascoreresearchobjects.Firstly,“A”company'spresentsituationandexistingproblemsaresummarized.Secondly,byusingthePESTandSWOTanalysistools,theexternalenvironmentandmarketprospectsof“A”companyareanalyzedindetail,layingfoundationforitsmarketpositioningcorrectly.Then,discussest
5、hecurrentsituationandexistingproblemsof“A”company'smarketingstrategy,andputsforwardthemeasurestoimprovemarketingstrategy.Finally,analyzesthecorrespondingsupportingmeasuresof“A”company'smarketingstrategy.Themainconclusionsarebriefedasfollowing:(1)marketpositioningofmiddle-endintheshorttermand
6、high-endinthelongterm.Therefore,“A”company'smarketingmeansneedtomakeappropriateadjustments,layingemphasisonmiddle-endandhigh-endpositioningaswellasdifferentiationstrategy.(2)Thebiggestproblemof“A”company'smarketingmixstrategyistheproductstrategy,namelythedesign、constructionandserviceproblems
7、.“A”companyneedstoimprovemarketingmixstrategy,settingupbrandstrategy.(3)Onthecorrespondingsupportingmeasuresofthemarketingstrategy,“A”companyshouldimprovehumanresourcemanagement,maketherecruitment、use、motivation、training、evaluationoftalentstandardi
