【摘要】：紅木家具行業(yè)雖然產(chǎn)值千億,企業(yè)數(shù)量上萬家,紅木家具企業(yè)的銷售理念卻比較落后,大部分企業(yè)仍以品質(zhì)為核心進(jìn)行產(chǎn)品經(jīng)營,無法應(yīng)對(duì)日益激烈的市場(chǎng)競(jìng)爭,企業(yè)生存越來越限難。紅木家具企業(yè)有必要從產(chǎn)品經(jīng)營轉(zhuǎn)向品牌經(jīng)營,從營銷戰(zhàn)略上突破而贏得市場(chǎng)競(jìng)爭。定位理論自被提出以來,在企業(yè)界和學(xué)術(shù)界產(chǎn)生巨大的影響,被美國營銷學(xué)會(huì)評(píng)為“有史以來對(duì)美國營銷影響最大的觀念”,經(jīng)過幾十年的研究和實(shí)踐發(fā)展,定位理論成為營銷理論的一個(gè)重要分支。定位理論在中國的運(yùn)用也越來越多,部分企業(yè)在定位理論的指導(dǎo)下取得了令人矚目的成就,但以紅木家具為目標(biāo)的定位研究案例比較少見。本文將運(yùn)用定位理論,以深圳XL紅木家具公司為案例進(jìn)行研究。本文的理論依據(jù)主要以里斯及特勞特系列原著為基礎(chǔ),通過檢索大量文獻(xiàn)資料,梳理出定位理論體系中的要點(diǎn),將這些要點(diǎn)歸納為開創(chuàng)新品類方面、定位方面、競(jìng)爭戰(zhàn)略主面、多品牌戰(zhàn)略方面、促銷及傳播等六個(gè)方面,便于定位理論使用者檢索。并根據(jù)紅木家具的行業(yè)特點(diǎn),提出了本行業(yè)的可能定位點(diǎn)。本文全文貫穿運(yùn)用特勞特的定位四步法進(jìn)行分析。首先進(jìn)行了紅木家具行業(yè)分析、競(jìng)爭對(duì)手分析,并結(jié)合案例公司營銷現(xiàn)狀,找出案例公司定位存在的問題。如定位未體現(xiàn)出差異化、未提出獨(dú)一無二的價(jià)值主張、未聚焦、傳播投入不足等問題。然后用鉆石定位法中的找位,選位,到位思路提出解決方案。提出了在消費(fèi)者心智中開創(chuàng)生漆紅木家具新品類,實(shí)施健康傳承定位,提出了“XL生漆紅木家具易打理細(xì)菌不易殘留健康傳承”定位宣傳語。最后對(duì)該定位找一個(gè)或數(shù)個(gè)可信的證明,實(shí)施聚焦戰(zhàn)略,聚焦于生漆紅木家具品類,并實(shí)施有效傳播的定位保障體系。本文對(duì)XL紅木家具公司市場(chǎng)定位的研究,提供了紅木家具的營銷戰(zhàn)略新視角,對(duì)行業(yè)有借鑒意義。
[Abstract]:Although the output value of mahogany furniture industry is 100 billion and the number of enterprises is tens of thousands, the sales concept of mahogany furniture enterprises is relatively backward. Most enterprises still operate their products with quality as the core, so they cannot cope with the increasingly fierce market competition. It is more and more difficult for enterprises to survive. It is necessary for mahogany furniture enterprises to change from product management to brand management and win market competition by breaking through marketing strategy. Since the theory of orientation was put forward, it has had a great influence in the business and academic circles. It has been rated as "the most influential concept ever" by the American Marketing Society, and has been developed through decades of research and practice. Positioning theory has become an important branch of marketing theory. The application of positioning theory in China is more and more, some enterprises have made remarkable achievements under the guidance of positioning theory, but the case of location research aiming at mahogany furniture is relatively rare. This article will use the localization theory, take Shenzhen XL mahogany furniture company as the case study. The theoretical basis of this paper is mainly based on the original works of Reese and Trautt series. By searching a large number of documents, the main points of the positioning theory system are sorted out, and these points are summarized as the main aspects of creating new categories, positioning and competitive strategy. Multi-brand strategy, promotion and dissemination of six aspects, easy to locate theoretical users search. And according to the characteristics of mahogany furniture industry, put forward the possible positioning point of the industry. This paper uses Trauter's four-step method to analyze. Firstly, the author analyzes the mahogany furniture industry and competitors, and finds out the problems in the positioning of the case company. For example, the localization does not reflect the differentiation, does not put forward the unique value proposition, does not focus, the dissemination invests insufficient and so on. Then use the diamond positioning method to find, select the position, put forward a solution. This paper puts forward a new category of raw lacquer mahogany furniture in the consumer's mind, implements the health inheritance orientation, and puts forward the positioning propaganda language of "XL raw lacquer mahogany furniture is easy to take care of bacteria and is not easy to retain health inheritance". Finally, we find one or more credible proofs of this location, implement the focusing strategy, focus on the furniture category of raw lacquer mahogany, and implement the effective location guarantee system. This paper studies the market orientation of XL mahogany furniture company and provides a new perspective of marketing strategy for mahogany furniture.
【學(xué)位授予單位】：云南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.88

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