THE MARKET ACCESS STRATEGIES OF NEW STYLE INTELLIGENT DIATOMACEOUS BUILDING MATERIAL

Recently, customer are getting concern about the indoor air-pollution issues. The up-to-date reports indicate the majors causes are: 1. Excess or improper decoration which yields VOC and toxic substances. 2. Highly humid environment facilitate the reproduction of dust mite and mold which trigger allergic symptom, such as asthma, dermatosis, etc. Therefore, the cleanness and humidity-control of indoor air are crucial to health. The diatomaceous building material is reported to fulfill the demand of the green building material. It is not very common seen in the market due to its expensive costs for material and inconvenience installation. In order to overcome these barriers, we invent the wall-tiles made of diatomite which the customers are able to install by themselves. This new invention will reduce the cost of applying diatomaceous building material. We hope, this can facilitate the sales of cost-sensitive customers. This research tried to explore the market access strategy of diatomaceous building material through qualitative case study. Through the SWOT analysis on the inside & outside factors of corporation to develop the 4P marketing combinations. Then finally, the access strategies is deduced. The results of this research indicate: 1. Customers are not fully aware of what is the benefit of diatomaceous products. 2. In order to promote the products, high value price policies have to be taken. 3. The market share of diatomaceous materials is limited by high price and inconvenience installation. 4. Innovation of diatomaceous product is crucial for the long-term competition in this market.