Sichuan Lihua Wood Works Marketing Analysis And Countermeasures

PurposeSichuan Lihua Wooden Industry Factory(SCLH) is a forestry deep-processing enterprise. its main products are timber floors ,windows, doors and decoration parts. as a highly developed industry with characteristics of intensive labor force heavily depending on resources ,fragmented industries and low benefits, SCLH is developing along with the people's living standard. so far, many well-known brands have formed at present in our country ,such as: Anxin, Daziran, Hongji, Zhengtai and so on. Affected by low-level management and weak marketing ability and threatened by the major wooden group companies and some local small companies, SCLH is involved fierce competition .The prospect of SCLH is somewhat gloomy。This article focuses on how SCLH is to cope with the challenge by Environment analysis as well as competition analysis. It has important reference value and instructive significance to SCLH by making clear the marketing strategy and proposing marketing countermeasures .Basic idea and logic structureChapter one is mainly about the developing trends of timber floor products and the markets by analyzing market environment as well as the problems at present.Chapter two studies the substantial threats as well as opportunities for SCLH by analyzing the surroundings of domestic timber floor market and the five trends of the industry competition with Porter Model .The author recommends SCLH should carry out Focus Strategy compatible with its advantages and disadvantages.Chapter three studies the target marketing strategy through of geography, population, physiology and behavior, and SCLH shouldimplement selective professional marketing and position on relationship advance and value advance in accordance with 3C Strategy In Chapter Four, the author explores the improvement of the marketing strategy of SCLH. By analyzing the characteristics and quality of the timber floor, SCLH should seek the opportunities of increasing attachment value as well as the product development and the innovation. After pondering over the cost constitution and price factors of timber floors, comparing with the competitors, the author probes SCLH's price decision by 3C pattern. Based on the analysis of marketing channel, promotion methods and brand image, the author abstracts and summarizes the improvement measure of marketing channel, promotion methods and setting up "west specialized floor manufacture enterprise" image. Finally, author believes marketing innovation, including one-to-one relationship marketing and green marketing, will be helpful to enhance SCLH's market.Main contributionThis article pays attention to how to improve SCLH marketing strategy by combining its own condition with theory, corresponding to SCLH price competition situation under changeable management environment, and believes it will play a role in its operation. The main contribution is setting up Focus strategy and forecasting trend of Difference strategy, marketing innovation including one-to-one relationship and green marketing...