D & G Furniture Company Marketing Mix Strategy Research

Owing to the reform and open policy of China's economic system, China's furniture industry has made continual progress, and developed into an industry that combines modern technologies in furniture manufacture and housing culture, realizes preliminary mechanized production, occuping an important position in national economy.After a golden period of rapid economic development, rising living standard and high-speed development of real estate, in the beginning of 2011, stern national policies have stormed the real estate industry, international furniture industry has transferred to China, resulting in price increases of panel, foam rubber, hardware fitting and etc. The furniture industry of China is in the face of severe challenges.Problems like how to cope with keen competitions, how to overcome difficulties that confine the development of furniture industry require urgent solutions. Therefore, in the background of the current market, and taking D&G furniture company in Chengdu as the object of study, it would be magnificently meaningful to establish a scientific framework of enterprise distribution strategy and marketing strategy, with the purpose of encouraging D&G furniture company in Chengdu to fit into the market environment, cultivate its core-competitiveness, and achieve sustainable and healthy development.This thesis takes D&G furniture company as the object of study, analyses the background, purpose and meaning of the study of enterprise distribution strategy, carries out qualitative and quantitative studies of resources and competitiveness of D&G with the aim of finding out its advantage and disadvantages, so as to make best use of the advantages and bypass the disadvantages in establishing its enterprise distribution strategy and giving full play of its dominant resources. Based on the comment on relevant issues of enterprise distribution strategy, the thesis defines its methodology, combining the current situation of D&G and the business process of modern enterprise marketing. According to three basic levels of enterprise distribution strategy, this thesis undertakes profound analysis and demonstration from the aspects of the target market selection, market positioning, aim client orientation, marketing mix and brand strategy, etc. In the strategy of target market analysis, selection and positioning, this thesis demonstrates how to choose target market on the basis of market segment and customer satisfaction strategy, how to implement market positioning on the premise of a selected target market, and it also makes detailed and accurate demonstration about four marketing factors:product, price, distribution and sales promotion in the hybrid strategies of enterprise marketing.This thesis narrates focus and direction of marketing operation from the operational level in the implementation of marketing strategy of D& G. It elaborates on the serving methods of customer-orientation and explains system planning of marketing team, daily management, training and incentives, and customer maintenance and upgrading from the perspective of technical level.As to brand strategy, the thesis analyses the chief obstacles in brand building and developing, explains the meaning of "brand" and "brand equity", demonstrates the construction theory and practical operation of brand equity, and benefits of being a strong brand. Thus the thesis points out the necessity of establishing brand consciousness, valuing brand positioning and exploring brand propagation path, it also puts forward measures and methods in strengthening brand management.This study will help enterprises make break through bottlenecks in the market, and achieve rapid market expansion. It also reminds enterprises to pay more attention in marketing in the future, and enhance the position of marketing department in the enterprise.