The Research On The Marketing Strategy Of Chinese Furniture Enterprises

With the improvement of people living standard,housing and office conditions,the demand to furniture is also unceasingly growing.Furniture industry also develops from a traditional handicraft into an important one which is of a wide range,improving technology and art and initially mechanized production.In the background of domestic high-speed economic development,people living standard's steady rise,strong demand in the international market and transfer of international furniture industry,China furniture industry will usher a new period of high-speed development whose focus is not in quantity but primarily in quality, which has already provided it with broad development opportunites,also severe challenges. How to cope with intense market competition and how to overcome the problems that restrict the furniture enterprises development are main issues that should be urgently solved.At present,most China furniture enterprises have not a clear understanding of marketing functions to guide and integrate others under the market economy conditions,at the same time they haven't formulated any scientific and rational marketing strategy and lacked of marketing strategy for the furniture industry guidance,which result in the furniture industry's blind following in the competitive market.Therefore,it is of great realistic significance to take the furniture industry as an object,to construct a scientific and rational furniture industry marketing strategy research framework system and to promote the furniture industry sustained and healthy development.This paper is based on China furniture enterprises.It analyses research background, purpose and significance of China furniture enterprises strategy research,and identifies research methods on the basis of the domestic furniture industry marketing strategy related with research status and trend,also forms the furniture industry marketing strategy research framework system combined with the furniture industry marketing business processes.On the basis of furniture industry marketing environment for qualitative and quantitative analysis,this paper has a full proof of how to select their own target market in accordance with the furniture industry marketing strategy three basic levels and how to implement effective market positioning issues under the premise of selected target markets;and conducts in-depth research and demonstration to the three following aspects:furniture enterprises target market selection and product position,furniture enterprises green marketing mix and furniture enterprises brand building and development.It points out that how to select target market on the basis of market segmentation in the furniture target market selection and market positioning strategy,how to posit market in selected target markets premise and carries out detailed feasibility studies on how to implement green control and management of product,pricing, distribution and marketing promotions of four elements on environmental protection,cleaner production,consumption security etc.in the furniture industry green marketing mix strategy and corresponds to the green marketing mix strategy.This paper also analyses current major obstacles in furniture enterprises brand building and development and puts forward concrete measures and methods on brand awareness,brand positioning,brand communication channel, and brand management in furniture industry brand building and development strategy.This thesis points out establishing information processing system of furniture enterprises market focused on marketing strategy enforcement and implementation,puts forth different marketing organization forms according to specific strategy implementation and own views on dealing with contradictions and relations between marketing departments and other functions. Also it has a systematic exposition of furniture enterprises marketing stratety control mainly from annual plan,profit rate,efficiency and marketing audit perspective and puts forward policy recommendations on constructing modern furniture industry marketing system and fostering the competitiveness of furniture industry as well as improving the relevant industrial policy from the macro,neutral,micro-level in order to create a good environment for development.This study will help the China furniture enterprises pay more attention to marketing work in the future,and improve marketing functions in the enterprise status.Results of this study can be used as theoretical weapons by which China furniture enterprises can participate in domestic and foreign market competition to guide the furniture industry marketing practices and help enterprises with scientific decision-making.In addition,the research results can be formulated as a theoretical basis on which government can make related industry policies and important decisions.