北京DF家具公司營銷策略研究
發(fā)布時間：2018-12-14 11:19
【摘要】：改革開放以來，隨著我國經(jīng)濟社會的不斷發(fā)展進步，我國家具產(chǎn)業(yè)迎來了一個快速發(fā)展的黃金周期，經(jīng)過30多年的持續(xù)發(fā)展，目前我國家具產(chǎn)業(yè)的規(guī)模已經(jīng)躍居世界第一，行業(yè)總產(chǎn)值已經(jīng)突破萬億大關(guān)，成為了世界上最大的家具生產(chǎn)國以及出口國。然而盡管整個家具產(chǎn)業(yè)的規(guī)模在不斷的膨脹，一個不容忽視的問題就是我國家具產(chǎn)業(yè)存在大而不強的問題，面對日趨激烈的市場競爭環(huán)境，很多家具企業(yè)因為沒有建立完善的營銷策略，而陷入了銷售增長緩慢的處境。與此同時，眾多國外家具生產(chǎn)巨頭紛紛搶灘中國，這些外資家具生產(chǎn)企業(yè)憑借雄厚的資金實力，良好的營銷水平極大的沖擊我國本土家具生產(chǎn)企業(yè)。在此背景下，我國家具企業(yè)必須要適應(yīng)市場環(huán)境的變化，盡快的調(diào)整企業(yè)的營銷策略，這樣才能夠在更加激烈的市場營銷環(huán)境中贏得競爭優(yōu)勢，，從而給企業(yè)的發(fā)展夯實基礎(chǔ)。 本文選擇北京DF家具公司為研究對象，立足于企業(yè)實際情況，指出企業(yè)營銷現(xiàn)狀及存在的問題，對宏觀環(huán)境及行業(yè)環(huán)境進行深刻分析，對市場進行細分，選擇適合的目標市場。本文運用了SWOT分析、PEST分析、波特“五力分析”模型等多種分析方法，以市場營銷為寫作主線，從4P理論的視角提出了該企業(yè)的營銷策略組合，最后，從產(chǎn)品創(chuàng)新、新產(chǎn)品開發(fā)推廣、品牌定位等方面對營銷策略提出改進建議。
[Abstract]:Since the reform and opening up, with the continuous development of China's economic and social progress, China's furniture industry has ushered in a rapid development of the golden cycle. After more than 30 years of sustained development, the scale of our country's furniture industry has leapt to the first in the world. The gross output value of the industry has broken through the trillion mark and has become the largest furniture producer and exporter in the world. However, although the scale of the whole furniture industry is constantly expanding, one problem that can not be ignored is that the furniture industry in our country has a big but not strong problem. In the face of the increasingly fierce market competition environment, Many furniture enterprises because of the lack of a sound marketing strategy, and fell into the situation of slow sales growth. At the same time, many foreign furniture production giants have seized China, these foreign-funded furniture production enterprises with strong financial strength, good marketing level of great impact on domestic furniture production enterprises in China. Under this background, the furniture enterprise of our country must adapt to the change of the market environment, adjust the marketing strategy of the enterprise as soon as possible, so as to win the competitive advantage in the more intense marketing environment, thus consolidate the foundation for the development of the enterprise. This article chooses Beijing DF Furniture Company as the research object, based on the enterprise actual situation, points out the enterprise marketing present situation and the existence question, carries on the profound analysis to the macroscopic environment and the profession environment, carries on the segmentation to the market, selects the suitable target market. In this paper, SWOT analysis, PEST analysis and Porter's "five forces analysis" model are used to analyze the marketing of the enterprise. The marketing strategy combination of the enterprise is put forward from the perspective of 4P theory, and finally, the product innovation is introduced. New product development and promotion, brand positioning and other aspects of the marketing strategy put forward suggestions for improvement.
【學位授予單位】：河北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.88
本文編號：2378527
[Abstract]:Since the reform and opening up, with the continuous development of China's economic and social progress, China's furniture industry has ushered in a rapid development of the golden cycle. After more than 30 years of sustained development, the scale of our country's furniture industry has leapt to the first in the world. The gross output value of the industry has broken through the trillion mark and has become the largest furniture producer and exporter in the world. However, although the scale of the whole furniture industry is constantly expanding, one problem that can not be ignored is that the furniture industry in our country has a big but not strong problem. In the face of the increasingly fierce market competition environment, Many furniture enterprises because of the lack of a sound marketing strategy, and fell into the situation of slow sales growth. At the same time, many foreign furniture production giants have seized China, these foreign-funded furniture production enterprises with strong financial strength, good marketing level of great impact on domestic furniture production enterprises in China. Under this background, the furniture enterprise of our country must adapt to the change of the market environment, adjust the marketing strategy of the enterprise as soon as possible, so as to win the competitive advantage in the more intense marketing environment, thus consolidate the foundation for the development of the enterprise. This article chooses Beijing DF Furniture Company as the research object, based on the enterprise actual situation, points out the enterprise marketing present situation and the existence question, carries on the profound analysis to the macroscopic environment and the profession environment, carries on the segmentation to the market, selects the suitable target market. In this paper, SWOT analysis, PEST analysis and Porter's "five forces analysis" model are used to analyze the marketing of the enterprise. The marketing strategy combination of the enterprise is put forward from the perspective of 4P theory, and finally, the product innovation is introduced. New product development and promotion, brand positioning and other aspects of the marketing strategy put forward suggestions for improvement.
【學位授予單位】：河北工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.88
【參考文獻】
相關(guān)期刊論文 前8條
1 王曉晚;;我國家具營銷現(xiàn)狀與策略探討[J];家具與室內(nèi)裝飾;2005年12期
2 楊薇;;酒店家具的風格與現(xiàn)狀[J];家具與室內(nèi)裝飾;2006年09期
3 袁納新,馬小武,馮懷博;家具業(yè)的發(fā)展與建立我國現(xiàn)代家具工業(yè)的探討[J];林產(chǎn)工業(yè);2003年04期
4 王昭;宋維明;;中國家具出口貿(mào)易增長分析[J];林業(yè)經(jīng)濟問題;2006年02期
5 常永勝;20世紀市場營銷理論的變革與進展[J];南方經(jīng)濟;2000年07期
6 吳智慧;中國家具工業(yè)發(fā)展的現(xiàn)狀與展望[J];南京林業(yè)大學學報(自然科學版);2002年05期
7 李達輝;石進;;民用家具行業(yè)市場營銷特征分析[J];天府新論;2005年S2期
8 朱希彥;市場營銷理論在中國的發(fā)展與展望[J];中國流通經(jīng)濟;1998年03期
本文編號：2378527
本文鏈接：http://sikaile.net/guanlilunwen/shengchanguanlilunwen/2378527.html
最近更新
教材專著
