Research On Marketing Strategies Of Chengdu Mingzuo Chair Industry Company

This paper studies the marketing strategies of the author's employer.As a newly-born furniture company, the Mingzuo Chair Industry Company has to confront furious furniture market competition. The author wisely analyzes advantages, disadvantages, chances and competitive threats of the company, and draws up the following marketing strategies to meet new challenges: 1) concentrate on designing, processing and marketing of office chairs; 2) focus on high-class brand to enlarge local market share; 3) built up strategic league in the form of virtual enterprise; try on the value chain mode of"self-design, processing entrusting, self-assembling, and self-marketing to enrich product line rapidly; and 4) strengthen professional images to enter into mainstream market. Under the guide of these strategies, the author also constitutes new developing goals and implementation steps for the enterprise.In this paper, the author makes fully use of the rich theories of enterprise's strategy planning and marketing strategy designing to thoroughly, deeply and systematically analyze market conditions of Mingzuo Chair Industry Company using SWOT matrix, position diagram, value chain theory, strategetic league theory, virtual enterprise theory and core competitiveness theory, etc. and put forward step-by-step developing goals as well as define enterprise's orientation. It is a valuable trial of using MBA knowledge into enterprise management practice.This paper is not only a developing creed and marketing strategy of the author's employer, but also of great significance for planning re-operation of a large number of newly-born enterprises in market competition as references.Some enterprise strategies discussed in the paper have been used and carried out in the Mingzuo Chair Industry Company and have taken good effects. This proves the crucial effect of proper strategies during the development of an enterprise.