The Research On Marketing Strategy Of Hunan Zhenzhihe Furniture Co.,Ltd.

With the rapid development of China's economic construction,accelerating the process of urbanization,enterprises and institutions of office conditions to improve the demand increases,the demand for office furniture also growing,which accelerated the office furniture industry competition in the market.Our office furniture enterprise marketing idea needs to update,advancing with the times,the enterprises not only need to more accurate positioning the customer demand,product,price,channel,promotion need to develop and positioning the corresponding marketing strategy.The Hunan shock and Furniture Co.,Ltd.as the research object,in to the domestic and foreign office furniture enterprises of information collection,data analysis,based on the collation of data,on the earthquake and the enterprise internal environment and the external macro environment were analyzed,by comparing the main competitors,SWOT analysis,earthquake and in the market competition advantage,disadvantage,opportunity and challenge of the full range of analysis.Based,combined with the company's related research results,using STP target market positioning theory of office furniture market analysis and segmentation,the earthquake and company should be positioned as high-end office furniture solutions expert,and is committed to providing customers with a full range of office space to the overall solution.Based on this position,the author also takes 4C concept as a reference to develop the 4P marketing strategy in line with the current situation of the company.In the product service strategy and design companies advocate cooperation,earlier intervention in the enterprise office furniture equipment procurement,to provide customers with integrated,customized furniture solutions.In the price strategy,it is argued that the company should choose the pricing strategy flexibly.In the channel strategy,the author advocates to and the second level dealer and related industry partners win-win cooperation,Gongtuo market,at the same time with the advantage of exhibition hall and the mobile Internet to promote the company brand,enhance the market influence.Finally in the promotion strategy,the author suggested that the company can use advertising media,public relations,sales promotion strategy to carry out a full range of marketing activities.Combined with shock and its advantages and core competitiveness,to shock and selected a series of marketing strategy,shock and in the operation and development offormulate marketing plan provides a series of reference value of the marketing strategy.4P basic strategy and the marketing of the same industry in the development of sales strategy also has certain reference significance.