Research Of Quanu Furniture Marketing Strategy

China furniture industry had developed in the summit on Ming and Qing dynasty, from then became silence and in bottom situation. After china opening reforming policy carried out in 1978, many handicraftsmen carved out in the furniture field for seeking for the fortune in china. More than thirty years, they just like the kindling became flaming fire and china furniture industry has developed from the simple and crude hand-made situation into first world-class industrialization mass produce, they are inaugurator and pioneer of china modern furniture industry.Just like this, most of china furniture private-owned company are established and developed by the owner with hard fighting and endeavor. The pauper-class and grass-root special characteristic resulted in incandesce and closely- battle competition just like the cold-weapon time in the furniture field. due to this reason, there are no scientific, sense, impersonality and objective advanced management idea that decides the development of furniture industry depending on the actual experience ,there are so many shortcomings on the systemic and comprehensive aspect to thinking about the future development of furniture .so that ,how to increasing the competition power ,how to hold on the compete advantages in field and throw away the competitors , growing faster which become the emerging and important focusing problem.This thesis analysis CHENGDU QUANU FURNITURE CO., LTD which is the No.1 Company on marketing-share in china furniture industry, and point out the existing problems on marketing management, refer to a great of data information and collecting the actual field statistics combining the countrywide marketing-investigation statistics of BEIJING HEHUZHIYE COMPANY, using macroeconomic-environmentSix-factors theory and Potter five-power weapon and life-circle theory to analysis deeply the differences between the furniture industry and other duration industry and adapt to the position-theory and position- three-phrase theory to combine the QUANU FURNITURE present developing situation, point out the QUANU FURNITURE position status clearly and the future-five-year marketing strategy targets ,at last from the Researching and developing of products, brand-value positioning, developing and maintaining of marketing terminal-channel, integration of promotion, the human resource training and building of selling clerks to assure definitely and actual measurements on the mix of marketing strategy for QUANU FURNITURE . This paper is not only the analysis of case but also the process of research analysis and gaining the conclusions which is very important and active guideline for the development of china furniture industry and a mirror for china furniture industry future.