本文選題：定制家具 + 營銷戰(zhàn)略　； 參考：《廣西大學》2016年碩士論文

【摘要】：進入21世紀以來,中國定制家具行業(yè)飛速發(fā)展,我國定制家具行業(yè)經(jīng)歷了第一個快速發(fā)展期,涌現(xiàn)了許多知名品牌,市場競爭也慢慢從初級的價格競爭發(fā)展為產(chǎn)品和服務的競爭。中國定制家具市場規(guī)模已初具雛形。定制家具在國內(nèi)市場的崛起,推動了國內(nèi)家具行業(yè)蓬勃進步�？v觀當前,越來越多企業(yè)進駐家具定制產(chǎn)業(yè),家具市場的需求出現(xiàn)翻天覆地的變化。然而,在發(fā)展契機蜂擁而至的同時,挑戰(zhàn)也隨之而來,家具企業(yè)普遍面臨低效市場營銷的危機。從長遠發(fā)展視角來看,家具企業(yè)要在激烈競爭中取得一杯羹,必須迎合市場發(fā)展趨勢。這也要求家具企業(yè)應積極挖掘家具市場需求,并針對市場需求建設優(yōu)質(zhì)的營銷方案。此時,不管是家具代理商,還是家具生產(chǎn)商,都需保持強烈的超前意識,積極瞄準用戶群需求,結(jié)合定制家具營銷現(xiàn)狀、未來發(fā)展態(tài)勢制定完善的營銷方案。本研究以武漢定制家具市場為研究對象,重點聚焦市場營銷,全面展開論述,并且以FD公司為例研究其營銷戰(zhàn)略問題。本文分為七個部分：第一章導論主要介紹論文的研究背景、主題探究價值、論文闡述的整體思路、論文主要內(nèi)容與主題闡述時應用的研究方法。第二章從公司介紹、營銷現(xiàn)狀及存在的問題對FD公司做了分析。第三章重點從FD公司的市場環(huán)境出發(fā),圍繞企業(yè)現(xiàn)狀、宏觀微觀環(huán)境進行。第四章圍繞FD公司的STP戰(zhàn)略,圍繞市場與競爭兩個角度做了闡述。第五章在上述幾章的基礎上,提出了FD公司的市場營銷策略,提出有能夠保障并有且于營銷策略有效執(zhí)行的管理方法和對營銷策略的改進建議。第六章作為本論文的結(jié)論,希望通過對FD公司的分析和研究,能夠供其他定制家具企業(yè)可借鑒的經(jīng)驗和建議,并指出本文的不足之處和進一步研究方向。定制家具企業(yè)市場營銷工程具有系統(tǒng)性與復雜性,它涉及企業(yè)營銷運作的每個環(huán)節(jié)。市場營銷的全面開展,離不開企業(yè)的支持。就本質(zhì)而言,企業(yè)是市場營銷方案的最佳執(zhí)行者�；诖�,在制定市場營銷戰(zhàn)略時,應回歸企業(yè)經(jīng)營實情。唯有如此,企業(yè)才能進一步提高現(xiàn)有的競爭力,真正成為定制家具的主導者與市場的引導者。
[Abstract]:Since the beginning of the 21st century, the Chinese custom furniture industry has developed rapidly. China's custom furniture industry has experienced the first rapid development period, and many well-known brands have emerged. The market competition also slowly develops from the primary price competition to the product and the service competition. Chinese custom furniture market scale has begun to take shape. The rise of custom-made furniture in the domestic market promotes the vigorous progress of domestic furniture industry. Throughout the current, more and more enterprises into the furniture customization industry, furniture market demand appears earth-shaking changes. However, with the development opportunity, the challenge also comes, furniture enterprises generally face the crisis of inefficient marketing. From the view of long-term development, furniture enterprises must cater to the trend of market development if they want to get a piece of soup in the fierce competition. This also requires furniture enterprises to actively tap the furniture market demand and to build quality marketing programs. At this time, whether furniture agents or furniture manufacturers, they need to maintain a strong sense of lead, actively aim at the needs of users, combined with customized furniture marketing status, the future development situation to formulate a sound marketing plan. This research takes Wuhan custom furniture market as the research object, focuses on the marketing, comprehensively discusses, and takes FD company as an example to study its marketing strategy. This paper is divided into seven parts: the first chapter mainly introduces the research background of the thesis, the value of theme research, the whole idea of the paper, the main content of the paper and the research methods used in the theme elaboration. The second chapter analyzes FD Company from the company's introduction, marketing status and existing problems. The third chapter focuses on the market environment of FD, focusing on the current situation of enterprises, macro and micro environment. Chapter four focuses on FD Company's STP strategy, market and competition. On the basis of the above chapters, the fifth chapter puts forward the marketing strategy of FD company, and puts forward some management methods which can guarantee and implement the marketing strategy effectively and some suggestions to improve the marketing strategy. The sixth chapter is the conclusion of this paper, hoping that through the analysis and research of FD company, it can be used for reference by other custom-made furniture enterprises, and points out the deficiency and further research direction of this paper. The marketing engineering of custom-made furniture enterprises is systematic and complex, which involves every link of marketing operation. The overall development of marketing, inseparable from the support of enterprises. In essence, an enterprise is the best executive of a marketing program. Based on this, in the formulation of marketing strategy, should return to the business situation. Only in this way, the enterprise can further improve the existing competitiveness and become the leader of custom-made furniture and the guide of the market.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F274;F426.88

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