The Marketing Tactics Research On Furniture Enterprise Of Longjiang Forestry Group

Over the past ten years, China's furniture industry has undergone a rapid development period, the average annual growth rate of production and export have been more than 30%, the whole industry have developed from traditional handicraft industry into an important industry which specialize in mechanized production, have the advanced equipment and the whole categories, basically meet the needs of national economic development and people's livelihood needs and the needs of the international market for export. Now, although global financial crisis weaken the global economy, but according to experts' prediction, the situation of China's growing demand for the furniture industry remains unchanged.Now, the Longjiang Forestry Industry Group has been a largest forestry industry group in China and forest zone of belonging to the nation, which has four pillar industries including afforest manufacturing, wood manufacturing, forest products industry and varied managing. Furniture production is one of the most important one of the deep-processed products in the Forestry Industry Group wood processing industry, which has got much support from government of Heilongjiang, but it has not gotten rid of difficulties, particularly facing to the failing economical trend because of global finance crisis, how to make a correct marketing tactics has the vital significance to itself even to the furniture industry of Heilongjiang.The content of this paper reads as follows: first, this paper obtains from theory of marketing tactics, combining the furniture enterprise actual situation of the Longjiang Group, and analyses the marketing environment of furniture of the Longjiang Forestry Industry Group with the basis of SWOT analyze methods , and redraft the marketing strategy of Longjiang Group Furniture product combining with SWOT analysis matrix; Then this paper builds evaluation system for Longjiang Group furniture product marketing tactics and analyze the evaluation of the results, and drafts a number of targeted marketing strategies and measures in four areas which include product tactics, price tactics, channel tactics, promotional tactics on this basis; Finally, this paper proposes the safeguards for the marketing tactics of Forestry Industry Group furniture product to ensure the smooth of implementation of the marketing tactics. Holding the marketing tactics as the study content, the goal of this paper is to make a correct marketing tactics to make the marketing management of the Longjiang Forestry Industry Group perfect constantly in the furniture market of intense competition, which lies the foundation of promoting the furniture market.