Henan JiaHe Furniture Services Marketing

In recent years, with the appearance of some well-known domestic and regional brands of furniture chains and the increasingly fierce competition in the furniture market, most furniture stores are sufferring from the difficulities in terms of the decreasing in profits, incresging in operating costs, worsening relations between buyers and sellers, lack of effective and effieicen promotions and decline of the customers'loyalty, etc.. As a result, some furnature stores have to withdraw from the market because of its incapabilities of adapting to the changes.It is the same case with Henan furniture market. JiaHe Furniture, a furniture market in Henan,is losing the core competitiveness gradually, and falling into the war of advertising, promotions, and price due to the same fierce competition, which seriously affected the company's profitability.On the basis of current situation of the furnishingsector and the analysis of JiaHe Furnishing by means of SWOT, this paper aims to tackle the problems that the company is facing now, namely, the medium-top-grade market-orientation regardless of the consumers;lack of creation compared with the competitiors; the simple pricing strategy; the restricted sales channerls;the lack of dynamatics among the staff, and the ever existing issues such as internal and external environment of the company.Based on the above analysis, the author put forwards the following measures in order to expandthe influence of the brand and increase consumer satisfaction and loyalty:to adjust the market-orientation from the medium-top groups to the middle-income consumer groups; to broaden product lines and provide more extensive services; to implement a brand-based service pricing, relationship pricing, guaranteed pricing, satisfaction with pricing, discount pricing strategies;to upgrade the distribution channels targeting at a closer relationship between manufacturers, stores, businesses, consumer; to develop network channels, cooperation channels, great customer channels, market segments channels aimming at cultivate the potential consumers; to focus on experiential marketing, interactive marketing, public marketing in order to increase consumer satisfaction; to enrich and optimize the displays of the store as and create a better shopping environment;to carry out public relations marketing, network marketing and branding promotions.Thus...