Research On The Marketing Strategies Of FD Company’s Customized Furniture

Since the 21st century, the industry of custom furniture in China has grown rapidly. It experienced the very first fast-growing period with the emergence of many well-known brands and the market competition has also gradually evolved from initial price competition to product and service competition. Chinese custom furniture market has already taken shape.The rapid development of custom furniture industry moves the domestic furniture enterprises forward and continues to rise. Renowned foreign companies have also settled in to meet the new changes in market demand; Opportunities and challenges of Chinese custom furniture market coexist. Domestic market keeps expanding while the company’s marketing strategies are also facing new problems. In the future, custom furniture enterprises should realize the importance of marketing strategy for the development of enterprises, and in this case, the production and agents of custom furniture business should keep rational attitude and advanced awareness to analyze, summarize, and outlook the marketing situation and trend of enterprises in order to seek a long-term, stable development so as to adapt to the needs of modern market trend.The research of this thesis specifically focuses on Wuhan custom furniture industry and takes MACIO custom furniture as an example to study its marketing strategies. The thesis can be divided into seven chapters:Chapter one illustrates the potential opportunities and challenges during the future development of Wuhan custom furniture industries via analyzing the state quo of it. Chapter two briefly introduces the MACIO custom furniture, brand competition and its SWOT analysis.Chapter three analyzes and comes up with the relevant solution in regard with MACIO’s product system, marketing situation, marketing channel and the existing issues in marketing. Chapter four studies the current marketing strategies of MACIO and provides some suggestions to guarantee the company’s future development. Chapter five refers to the effective management approaches and recommendations to help running the company. Chapter six, as the conclusion, by the analysis and research of MACIO, points out the shortcomings and further study directions.Custom furniture business marketing is a systematic and complex project, which operates under a market environment, including all aspects of running the entire enterprise. Business executes and reflects marketing mechanism. In order to enhance their marketing capabilities, only by setting up feasible and effective marketing strategies considering the actual situation of enterprises, can enterprises enhance their core competitiveness, and bring the entire custom furniture industry to a higher level of development.