Research On Sunshine Family Companny's Marketing Strategy

Marketing strategy is the basis of marketing activities and a guide to act in the face of fierce market competition. An excellent marketing strategy, which enterprises'survival and development do rely on, enable enterprises to defeat their competitors at the moment of financial crisis, furthermore.4Ps in this thesis, the main line, conducts a variety of research methods to integrate the use of field survey, such as questionnaire, qualitative analysis, quantitative analysis, document's research and interpretation. Combined with strategies of marketing theory, we can do a deep analysis in the external environment and make the appropriate marketing strategy according to the main product, price, channels and selling. It provides the proofs for the promotion of products and further marketing practice .perspective developed in line with the sun at this stage of the home company marketing strategy for the sunshine of the marketing practice at home for further reference and basis. Meanwhile, I created concept of "pricing strategy eggs", which can be applied to the marketing practice to make a great difference to the expansion the pricing of enterprises in practice.This thesis includes six chapters. Chapter I introduces the background, research methods, the purpose and significance, and the introduction of the relevant marketing theory; chapter II briefly introduce the furniture retail industry at home and abroad, the status quo and trend of development; introduction of Chapter III is the sun's home basic information, focusing on analysis of the company's internal and external environmental and marketing problems; the fourth chapter with accordance of the competitive environment in Yantai and the company's situation, formulates a sunshine home STP strategy, competitive strategy and marketing mix strategy; and at Chapter V Company organizational structure, performance management, incentive mechanisms, such as improvements made to ensure that marketing strategies and the smooth implementation of the strategy; Chapter VI summarizes the main points of this article, and put forward the question pending further study.