【摘要】：改革開(kāi)放以來(lái)，隨著我國(guó)經(jīng)濟(jì)社會(huì)的不斷發(fā)展進(jìn)步，我國(guó)家具產(chǎn)業(yè)迎來(lái)了一個(gè)快速發(fā)展的黃金周期，經(jīng)過(guò)30多年的持續(xù)發(fā)展，目前我國(guó)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(wàn)億大關(guān)，成為了世界上最大的家具生產(chǎn)國(guó)以及出口國(guó)。然而盡管整個(gè)家具產(chǎn)業(yè)的規(guī)模在不斷的膨脹，一個(gè)不容忽視的問(wèn)題就是我國(guó)家具產(chǎn)業(yè)存在大而不強(qiáng)的問(wèn)題，面對(duì)日趨激烈的市場(chǎng)競(jìng)爭(zhēng)環(huán)境，很多家具企業(yè)因?yàn)闆](méi)有建立完善的營(yíng)銷(xiāo)策略，而陷入了銷(xiāo)售增長(zhǎng)緩慢的處境。與此同時(shí)，眾多國(guó)外家具生產(chǎn)巨頭紛紛搶灘中國(guó)，這些外資家具生產(chǎn)企業(yè)憑借雄厚的資金實(shí)力，良好的營(yíng)銷(xiāo)水平極大的沖擊我國(guó)本土家具生產(chǎn)企業(yè)。在此背景下，我國(guó)家具企業(yè)必須要適應(yīng)市場(chǎng)環(huán)境的變化，盡快的調(diào)整企業(yè)的營(yíng)銷(xiāo)策略，這樣才能夠在更加激烈的市場(chǎng)營(yíng)銷(xiāo)環(huán)境中贏得競(jìng)爭(zhēng)優(yōu)勢(shì)，，從而給企業(yè)的發(fā)展夯實(shí)基礎(chǔ)。 本文選擇北京DF家具公司為研究對(duì)象，立足于企業(yè)實(shí)際情況，指出企業(yè)營(yíng)銷(xiāo)現(xiàn)狀及存在的問(wèn)題，對(duì)宏觀環(huán)境及行業(yè)環(huán)境進(jìn)行深刻分析，對(duì)市場(chǎng)進(jìn)行細(xì)分，選擇適合的目標(biāo)市場(chǎng)。本文運(yùn)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(chǎng)營(yíng)銷(xiāo)為寫(xiě)作主線，從4P理論的視角提出了該企業(yè)的營(yíng)銷(xiāo)策略組合，最后，從產(chǎn)品創(chuàng)新、新產(chǎn)品開(kāi)發(fā)推廣、品牌定位等方面對(duì)營(yíng)銷(xiāo)策略提出改進(jìn)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(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.88

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