Research On Marketing Srategies Of Holy Ring Furniture Co.,Ltd

China furniture industry in recent years the plight is relatively concentrated, the financial crisis by the United States overall exports, tightening of "two high" domestic macro-control, coupled with the domestic economy in recent years into the downstream channel, the regulation of real estate, domestic demand and so on narrow, superposition of multiple adverse factors, the nearly two years of furniture the industry is particularly difficult, big and small brands are facing the pressure of transformation and upgrading, at present, few transformation particularly successful, the way most are still in transition, and some had to shut down the transition, because of this, combining with the actual situation of holy life rings, reference to the successful transformation of industry inside and outside some examples are discussed the furniture industry’s future prospects and direction, first try to ring the holy life to the service of the enterprise transformation development path and measures, in order to disk Living enterprise, at the same time in order to bring a little furniture peer service transformation enlightenment.Holy ring furniture Co.,Ltd in recent years, in the marketing of the following main problems are exposed, respectively: 1, slow to update products, since 2009 Muscat Di interview, the other hand a few new products have not been successful, 6 years to rely on a series of products that support the holy life ring enterprise development. The 2, design, research and development ability is insufficient, since 2013 original class design R & D team drain, without the formation of a strong design and development team, resulting in product design R & D capability is always the weak link of the company. 3, a single sales channels, in addition to the traditional physical store model, there is no established diversified sales channels. 4, the price system is chaotic, the price of the company’s dealers are not uniform, the guidance price of the control system is not strict. 5, the service mode is simple, the service level is low, can’t to the brand product premium. 6, marketing team is weak, the lack of industry marketing experience. According to the Sacred World Ring company marketing in the presence of these problems, in support of the theory using PEST analysis tools, from the political environment, economic environment, social cultural environment and science and technology were holy life ring in the macro environment of each analysis, and from the industry environment, competition environment, customer demand for the holy life ring micro environment analysis, SWOT theory of holy life ring of the advantages, disadvantages, opportunities and threats, according to the analysis, choose the so strategy, make full use of advantages of San Shi ring combined with external opportunities. In the last chapter, in the choice of holy life ring company marketing strategy, first segment analysis for the holy life ring company market using the STP theory, further analysis of the target market, consumer satisfaction, from the use of furniture replacement period, collect information channels, the purchase of furniture, furniture, furniture of the decision factors of the environmental performance of the attitude the purchase cycle time, buy the seven aspects of the furniture consumer market in detail; secondly, based on the above analysis, marketing strategy by using 4P method to make the holy world rings, in the product strategy, put forward the advantage early ring Saint world rose house based in a woman, continue to light color, fashion, European furniture market segments inside the roots, to further expand market share, improve the market share of market segments And then form an absolute advantage. Using Anderson Chris to put forward the theory of the long tail of the niche market development law, will be a number of niche market portfolio Cheng Shengshi ring company’s long tail effect. In the price strategy, put forward according to the space combination of the pricing model, weakening the price transparency of single product. In the channel strategy, put forward a diversified channel strategy, through the online and offline mutual coordination, promote the way to promote standardization and unification, including price transparency and unity. In the promotion strategy, to enhance the internationalization, young brand tonality, regulated the content of brand communication, increase the intensity of the spread of new media, improve with a younger group communication; then, in the service marketing were discussed in this paper. The using the theory of "smile curve", "value chain", from the furniture production service transformation and value chain construction service transformation of giving to the specific direction of service marketing. Finally the implementation of the mechanism to protect the Sacred World rings of the marketing mix strategies need to explore the feasibility, from the optimization of the organizational and management promotion, introducing outsourcing service providers to gambling mechanism, human resources construction three aspects for the implementation of the marketing mix strategy to provide protection.