Author(s)

Jie Huang, Zikai Wang

Corresponding Author

Zikai Wang

Abstract

Jiangho Group Co., Ltd. (hereinafter referred to as "Jiangho") is a listed large multinational enterprise. The diversified development of the group relies on the dual main business of building curtain wall and interior decoration. For enterprises that take project orders as their lifeline, marketing is one of the key factors affecting their survival and development. Based on the current market environment, this paper analyzes the problems and market risks faced by enterprises in the marketing process, and puts forward the responsive marketing competition strategy and the view of enhancing marketing ability according to the actual situation.

Keywords

Jiangho; Building decoration industry; Porter's five force model