The Research On After-sales Service Of Database Marketing In The Furniture Industry

With the dramatically increasing number of the domestic furniture corporations, wide investment of large groups of foreign furniture companies and foreign firms' unique products and superb market operating mode, China's furniture industries have been greatly challenged. In face of such a severe situation and domestic competitive market, manufacturers and dealers in furniture industry have to examine, reflect and look forward to enterprises'marketing status quo and the trend with rational manner, broad international outlook and advanced awareness.Under such background, this thesis first proposes the outlook and application of database marketing in the marketing innovation of furniture industry. Since the products of the furniture industry is closely related to customers'such information data as lifestyles, consumption habits, family status, nature of work and so on, the application of database marketing can provide scientific and effective basis for furniture industry in market positioning, product design, quality control, marketing strategy and corporate long-term development and decision-making plan. It will be one of the most important trends of future furniture industry.Secondly, the paper also clarifies database marketing is not easy and its successful application depends on corporations'individual planning based on its demands, establishing appropriate goals and making full preparations, including data, funding, human resources and so forth. The thesis makes an analysis and summary about the after-sales service of furniture industries from such aspects as subordination, relative independence, extensiveness of the public services, and convenience of information-gathering and in-depth and its stronger affinity. Based on these aspects, it is concluded that after-sales service of furniture industries can provide the most fundamental preparatory conditions and long-term support for establishment of database marketing, namely, information resources. However, the majority of the furniture business in China did not pay attention to the work of collecting information, or even do not have the job duties. In order to make after-sales service provide preparatory foundations and long-term support for establishment of database marketing and improve the competitiveness of enterprises, the after-sales service of furniture industries must be improved.Finally, the paper gives the improvement of after-sales service of database marketing in the furniture industry several specific recommendations, which are discussed from the following three facets as establishment of enterprise customer information database, customer information collection and management analysis of after-sales service information. It also analyzes the three main problems which will be encountered in the implementation of after-sales service improvement, that is, after-sales service process and organizational management, cost concerns, the security and access to customer information privacy. Specific and detailed solving strategies have been offered. It also analyses the cases of after-sales service information collecting in the furniture industry as reference and concludes their advantages and disadvantages.The research of improvement methods, problems during the process and strategies for after-sales service of database marketing in the furniture industry and the analysis of real cases will promote the application of database marketing in furniture industry, at the same time, provide references for the development of after-sales service for the furniture industry and make contributions to China's furniture industry's improvement in competitiveness.