Analysis of Marketing and Development Strategies of Small and Medium-sized Dealers in China’s Ceramic Tile Market

Wei Huang

doi:10.54097/5dt0db17

Authors

Wei Huang

DOI:

https://doi.org/10.54097/5dt0db17

Keywords:

Ceramic Tile Market, Marketing, Developing Strategy, Small and Medium-Sized Dealers.

Abstract

Nowadays, the economy is in recession, and there are many tile dealers throughout China. China’s building materials sector contracted by 5.7%, with tile sales volume declining 12% year-on-year. Under such circumstances, how tile dealers should survive under the high pressure of peer competition and the negative economic environment is a subject a critical research imperative. This study carries dual significance: At the livelihood level, providing the right marketing strategies can help thousands of tile dealers achieve sustainable turnaround. At the macro level, a sound marketing strategy can mitigate the impact of economic recession in the region. Through a case study of BR Ceramics (a mid-sized dealer with 12% market share in Zhejiang), this paper starts with BR’s marketing strategy, analyzes the advantages and disadvantages of its strategy in-depth, and finally gives reasonable suggestions and methods. This paper provides an evidence-based intervention framework for dealers under pressure to cope with negative business conditions, as well as a better operation and development strategy for other small and medium-sized ceramic tile companies.

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