Research On The Competition Situation Analysis And Marketing Strategies Of Caopu Arts & Crafts Co.,Ltd

With the rapid economic development of our country,the furniture industry in our country has always maintained a fast development trend.However,with the increasingly fierce market competition and the increasing demand of consumers,many furniture industry enterprises in China have encountered bottlenecks during the process of development.One of the common reasons is that their marketing strategies are relatively simple and it is difficult to adapt to the rapid changes in market demand.This thesis uses above status as the research background,and takes Caopu Arts & Crafts Co.,Ltd as an example for research.Caopu Arts & Crafts Co.,Ltd has been operating for 17 years and is one of the three largest exporters of economical household and commercial furniture in China.It is also the largest manufacturer of poplar and paulownia furniture in China.The purpose of this thesis is to provide advices on marketing strategy of Caopu Arts & Crafts Co.,Ltd and help it further expand its market advantage in the fierce market competition through analyzing its competitive environment and development status.Meanwhile,this thesis provides reference for other enterprises in the furniture industry.In the process of the research,this thesis collected and read a lot of related theories and literature,and built the theoretical framework.The author interviewed many executives and employees of Caopu Arts & Crafts Co.,Ltd and visited some companies and furniture stores of the same industry to collect sufficient and reliable information and data for the research in this thesis.This thesis combines theory with practice,and conducts research and analysis according to the research framework.First of all,this thesis briefly describes the furniture industry and the development status of Caopu Arts & Crafts Co.,Ltd.Secondly,this thesis analyzes the macroenvironment by PEST analysis method,and uses Michael Porter's Five Forces Model to analyze the industry environment.Then,SWOT analysis is used to analyze the advantages and disadvantages of Caopu Arts & Crafts Co.,Ltd,as well as the opportunities and threats it faced.In the end,based on the strategic goals and development status of the company,this thesis formulates marketing strategies that will help them further expand their market.