Xi'an Tangmu Artists Residence Co., Ltd. Research On Differentiated Marketing Strategies

Chinese people’s living standard is constantiy rising along with the thirty years of Chinese economic reform, Chinese furniture industry has obtained the unprecedented development opportunities. At present, the scale of Chinese furniture industry has been ranked first place in the world, the total output product value more than trillions RMB, China has been the world’s largest furniture production and export country. However, with the increase of domestic rivals and the international economic situation changed, The industry competition is becoming increasingly fierce. How does the enterprise obtain more competitive abilities in the new market environment, has become an important issue of each enterprise managers have to face.As a local private enterprise,Xi’an Tangmu Art Furniture Co. Ltd. is a solid-wood-furniture production enterprises that assembled design, product and sales.After thirteen years growth, the small workshop has become a garden-type factory whose annual sales volume over 10 million and employees on-the-job more than 200.the enterprise has created a brilliant successful history. However, with the changes of market, the enterprise encountered a series new issues that the market positioning blurring, products homogeneous seriously and the decline in sales.Tangmu has to be pushed to the verge of a recession. In this thesis, it takes the Tangmu furniture company as the research object, related the relevant management theories and analysis models, study the differentiating marketing strategy of Tangmu. It uses PEST,S WOT as tools, analyzes the internal and external conditions of this enterprise,and also positioning the objectives that the enterprise’s own. it finds the company’s advantages and disadvantages, strategy targets,and the developing direction of Tangmu. At the same time, it combines the enterprise’s current situation and the marketing theories of differentiation strategy,seek and steps the Tangmu’s core and key points of differentiation. Further more,it also discuss the guarantee measures for implementation of the marketing strategy, put forward the guarantee scheme and the corresponding measures for the implementation.The article’s goal mainly is to provide the theoretical basis of marketing strategy and practical suggestions for Xi’an Tangmu Art Furniture Co. Ltd..it provides the reference and case study for the enterprise to obtain the competitive advantages in the fierce competition environment and how to implement the marking tactics.