Study on Influencing Factors of Marketing Strategy of Jinan City Renjia Decoration Company
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Abstract
The building and decoration business is growing, with strong market prospects and huge development opportunities. Although Jinan Renjia Decoration Company, as an industry leader, still achieved positive results, the enterprise marketing risk increased and the marketing strategy needs to be adjusted. This paper aims to study the influencing factors of the marketing strategy of Jinan City Renjia Decoration Company. The objectives of the study were:1) To explore the influencing factors that affect the marketing strategy of Jinan City Renjia Decoration Company; and 2) To verify whether market segmentation, target market selection, and market positioning affect the marketing strategy of Jinan City Renjia Decoration Company. This study adopts a quantitative research method. In this study, 450 questionnaires were distributed, with 395 valid questionnaires, and the validity rate was 87.8%. The population of this study is the consumers of Jinan City Renjia Decoration Company. Combined with Segmentation, targeting, positioning (STP) marketing strategy theory, this paper found that 1) The influencing factors of the network marketing strategy of Jinan City Renjia Decoration Company include market segmentation, target market selection, market positioning; and 2) Market Segmentation, Target Market Selection, Market Positioning has a Positive Effect on Network Marketing Strategy. Recommendations for network marketing strategies should focus on the following aspects: 1) Optimizing market segmentation; 2) Optimize target market selection; 3) Reasonable market positioning.
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