Comparative Study Among The Marketing Models Of Furniture Marketplaces

Furniture industry gained rapid development in recent ten years,but there is followed by a series of problems. As an important end of furniture circulation,furniture marketplaces generally have the following problems: marketing concept is out of date,marketings are single,be lack of the power of marketing and so on,the question is these problems are hampering the development of domestic retail industry to continue to move forward. How to enhance the marketing power of Chinese furniture marketplaces,to build the right modle of furniture marketplaces under the Chinese situation is especially urgent and important.Based on the researchs of domestic and international marketing model,this study taking the marketing and competitive strategy theories as a guide, re-define the concept of marketing models, and based on the research of marketing capability of the enterprises,innovatively construct the elements of marketing model, then make a concrete analysis and elaboration, and point out that the three elements exist mutual relations. Then make an analysis and elaboration for the development of China's domestic retail status and problems. In this part,the study re-classify the home stores,so the further research can be more clear,which based on consumer-oriented idea and future developing trends. After that,according to data analysis and field investigation results,the first leader in the domestic furniture retail furniture Meikailong and global retail giant IKEA in marketing model are analyzed deeply for the firest time,and we can capture the overall retail trade in furniture marketing on the status and process of development, while later in the model to provide factual basis for comparison. Finally,from marketing culture, marketing strategy and marketing operations to make comparative analysis of marketing model between IKEA and Meikailong,and shows the advantage,gap and problems between Chinese furniture retailers and the world-class enterprises. Address these issues and present situation of China's furniture retail industry to realize leap-forward development continued,the study give suggestions and countermeasures.This study suggests that in order to obtain long-term development, set up a marketing model for Chinese market conditions,consistent with the status of home business marketing model, Chinese furniture retail industry should enhance the company's marketing capabilities. In addition to select the successful experiences of IKEA furniture retailers,on one hand the company should tap and integrate the company's core resources,by creating a learning organization,building retail product-quality controlling system,enhancing the autonomy of furniture design, innovation, attention to training and the introduction of related professionals, the construction of the enterprise culture and management to foster the formation of this five enterprises focus ability and marketing capacity to enhance access to power; on the other hand, the marketing company must update marketing ideas,expand marketing,use strategic views and establish the whole concept of core competencies marketing,then use it to guide the positioning of furniture marketplaces in the market to make it more clear and precise,while the operation in marketing,more focus on product diversification,the establishment of price advantage,experiential marketing,content of further excavation,thus we can toally manage the furniture marketplaces and the whole store will indeed improve.