Study On The Marketing Mode Of Chinese Classic Furniture Under The Creative Industry Background

In recent years, as a result of admiration of traditional culture, classical furnitureenterprises face big development opportunity with their abundant and profond concept.However, the lack of raw material, entering of foreign funiture brand,development ofmodern furniture, and modern furniture brand’s competition intensify no doubtedlyclassical furniture industry’s competition situation, and thus restrict its industry andenterprise’s development. So, marketing method must be set according to classicalfurniture’s characteristics and its product’s features, make it customer-oriented, at thesame time pay attention to cost to customer, convenience,and communication, by thehelp of government and professional association, to find a new breaking point forclassical furniture ‘s marketing mode.Chapter I of introduces research background, its theoretical meaning andpractical meaning, research content and its method. Chapter II, to build a theoreticalbase for classical furniture’s marketing mode, it describes in general theories relatedto this paper from the following perspectives: creative industry, related theory onconsumer research,marketing mode, government, professional associations, industrydevelopment and current classical furniture’s marketing mode. Chapter III analysesclassical furniture industry’s structure, conduct and performance, and its consumer’scharacteristics and consuming mode, in order to supply a practical base for settingmarketing mode. Chapter IV depicts xianyou Ming and Qing furniture’s industry andproduct situation, and according to the theoretical base in chapter II and classicalfurniture industry analysis in chapter III, points out the existing problems in currentMing&Qing furniture industry marketing mode. In addition, the paper also make aOpportunity and threat analysis for xianyou Ming&Qing furniture. Chapter V, fromaspects of customer demand, cost, customer convenience, and communication,government and professional association etc, gives suitable marketing mode forXianyou Ming&Qing furniture industry.The paper make use of marketing theories, through analysing classicalfurniture industry and market, and Xianyou Ming&Qing furniture industry, product condition, diagoses problems existing in Xianyou Ming&Qing furniture industry’smarketing process, it also make use of SWOT framework to discuss Ming&Qingfurniture’s exterior environment and interior condition, which helps set a propermarketing strategy which fits to not only classical furniture market’s developing trend,but it’s product condition. It includes: customer demand tactic, customer cost tactic,customer convenience tactic,and customer communication tactic, i.e.4CS marketingtactic; environment support tactic, regional brand construction tactic, professionalmarket and industry aggregation tactic. The last chapter of this paper, though propsesonly for Xianyou Ming&Qing furniture’s marketing mode, it may also help ordinaryclassical furniture marketing mode setting.