| In the recent years, the interior design industry is flourishing in Mainland China, especially for high-class residential design. Opportunities and challenges coexist in the market environment, the BF interior design company in Mainland China market has encountered some bottlenecks. This study mainly explore BF interior design company in marketing strategy and future direction in Mainland China, the talk should be taken what marketing strategy to gain a foothold in the competitive and rapidly changing economy context in Mainland China market, a further step should be considered towards the global market for the future. According to the SWOT analysis, BF interior design company’s innovation capacity, customer service capabilities, the factory manufacturing capacity, financial management, engineering and quality control ability, message management capabilities, hiring excellent employees, the supervision capacity on cost from2011to2013showing improved trends, but compared to other competitors, there are still room for improvement; but the most important thing is that the ability to communicate in foreign languages should be strengthened in the global era. About external opportunities, the mainland interior design up to two hundred forty billion yuan annual output value of service, quality is the main concern of mainland consumers to choose the interior design firm, BF interior design company has accumulated a lot of experience in Taiwan to application to the mainland market. About external competition, face enterprises from Hong Kong, Singapore, South Korea, the United Kingdom, the Netherlands and Taiwan that they have long been operating for a long time in the mainland market. Accordingly, the proposed target market strategy, develop marketing strategies, pricing strategies, enhance the corporate image strategy, brand strategy, customer management strategies, and develop evaluation indicators for the adjustment of strategic direction in the mainland market in the future. |
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