Marketing Strategy Research Of H Furniture Company For China Market

Along with the rapid development of China economy in the last decades, people’s living condition and standard has improved a lot, real estate is blooming. The furniture industry is also extending continuously. The furniture brand in the whole market of China turns to be diversified and international. There are lots of foreign brand company established the selling center or the chain stores in China, the consumption proportion of foreign brand is getting higher and higher in whole China furniture market.However, the average level and highest level of China furniture market still has some gap between international markets. The leading brand which can play the relatively dominant role in the market still didn’t show up. The whole industry needs innovation and update. Meanwhile, this also means the whole China furniture market is full of challenge and opportunity.This paper made the research to H Furniture Company, who is one of the biggest furniture wholesalers and retailers in Europe. The company locates at Netherlands, who has nearly 60 years history. However, H Furniture Company only depends on European market in all these years, which leads to the result of slow growth during economy crisis period in Europe. This paper is mainly to explore the marketing strategy and measures which H Furniture Company needs to take in the near future development.Firstly of all, this paper summarized the research background and significance, and theory. Secondly, the research is mainly for general introduction of furniture industry situation and H Furniture Company, analyzed the current business situation of H Furniture Company and clarified the strengths, weaknesses, opportunities, threats of H Furniture Company. Then this thesis analyzed the situation of competitor of H Furniture Company and made the questionnaire survey on Chinese potential customers. At the last, this paper researched the marketing segmenting and targeting of H Furniture Company. Segmenting, Targeting, Positioning for H Furniture Company in Chinese market was done based on the previous research. Combing with 4Ps marketing strategy, this thesis set up the marketing strategy for H Furniture Company to explore Chinese market.