伴隨著中國經濟的高速發展和環保要求的不斷提高，國家環保政策要求越來越嚴格，國內傳統工業的清潔生產和環保升級也在不斷地加強，綠色建築材料加速發展。一方面，中央政府不斷出臺與裝配式建築有關政策，以促進裝配式建築的發展，國家對裝配式建築的大力支持，給綠色新型建築外牆材料帶來發展機遇。另一方面，隨著中國大陸經濟高速地發展，生活物質條件越來越好，人們審美水準的提升，城市建築的外觀日益改善，越來越多的建築設計師更注重建築外牆裝飾效果，綠色新型建築外牆材料越來越受到建築設計師的青睞。目前，生產綠色新型建築外牆裝飾材料的企業越來越多，而企業行銷能力的水準影響著企業在市場中的競爭力。加強行銷管理，優化行銷的方式，可以提高企業的市場競爭力，增加企業的市場份額，從而使企業能夠持續發展。因此，對於建築材料企業來說，如何在日益激烈的市場競爭中做好行銷管理，獲取更多的業務，促進銷售額的提升，加大經濟效益的增長，是企業所面臨的一項重要課題。
本文在對市場行銷相關理論研究的基礎上，以國內一家世界500強建材企業的全資子公司-X建材公司的行銷策略為研究物件，X建材公司是一家生產與銷售綠色新型建築外牆材料（纖維增強水泥外牆板）的現代化生產企業，結合X建材公司的發展現狀和市場行銷概況，通過深入訪談研究、查閱分析公司內部資料等方式從市場定位、產品策略、價格策略、管道策略、促銷策略、人員策略、有形展示策略、服務過程管理策略等方面對該企業纖維增強水泥外牆板的行銷策略現狀及存在的問題進行詳細地分析與研究，借助波特五力分析模型、SWOT分析法對X建材公司面臨的行銷競爭環境進行了分析，運用STP理論以及7Ps行銷論理論展開了行銷策略優化分析，並對行銷策略優化的實施提出了保障措施。
本文希望通過對X建材公司行銷策略的研究，使企業有更加優化的行銷策略，從而提高該企業的市場競爭力，提升該企業產品的市場份額，使公司效益最大化。同時，希望本文對其他外牆材料的生產企業可以提供借鑒意義，使企業在競爭中更具有優勢。
關鍵字：行銷、策略、優化

With the growth of Chinese economy and the increasingly requirements for environmental protection，the national environmental protection policy requirements are becoming more and more stringent, the clean production and environmental protection upgrading of traditional industries in China are also continuously strengthened, and the development of green building materials is accelerated. On the one hand, the central government has continuously issued policies related to prefabricated buildings to promote the development of prefabricated buildings, and the state's strong support for prefabricated buildings has brought development opportunities for green new building exterior wall materials. On the other hand, with the rapid development of Chinese economy, the living material conditions are getting better and better, people's aesthetic level is improving, and the appearance of urban buildings is improving day by day. More and more architects pay more attention to the decorative effect of building exterior walls, and green new building exterior wall materials are increasingly favored by architects. At present, there are more and more enterprises producing green new building exterior wall decoration materials, and the level of marketing ability of enterprises affects the competitiveness of enterprises in the market. Strengthening marketing management and optimizing marketing methods can improve the market competitiveness of enterprises and increase their market share, thus enabling enterprises to develop continuously. Therefore, for building materials enterprises, how to do a good job in marketing management in the increasingly fierce market competition, to obtain more business, to promote the increase of sales, increase the growth of economic benefits, which is an important subject that the enterprises face.
On the basis of theoretical research on marketing, this paper takes the marketing strategy of X Building Materials Company, a wholly-owned subsidiary of a Fortune 500 building materials enterprise in China, as the research object. X Building Materials Company is a modern production enterprise that produces and sells green new building exterior wall materials (fiber reinforced cement exterior wall panels). Combining with the development status and marketing situation of X Building Materials Company, this paper analyzes and studies the marketing strategy status and existing problems of fiber reinforced cement exterior wall panels in detail from the aspects of market positioning, product strategy, price strategy, channel strategy, promotion strategy, personnel strategy, visible display strategy and service process management strategy through in-depth interview research and consulting and analyzing the internal data of the company. With the help of Porter's Five Forces Analysis Model and SWOT Analysis, this paper analyzes the marketing competitive environment faced by X Building Materials Company, analyzes the optimization of marketing strategy by using STP theory and 7Ps marketing theory, and puts forward safeguard measures for the implementation of marketing strategy optimization.
It is hoped that by studying the marketing strategy of X Building Materials Company the enterprise will have a more optimized marketing strategy, thus improving the market competitiveness of the enterprise, increasing the market share of its products and maximizing the company's benefits. At the same time, it is hoped that it can provide reference for other exterior wall materials manufacturers, and make them have more advantages in the competition.
Keywords: Marketing，Strategy，Optimization

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