Research On The Marketing Strategy Of AL Company

The development of software furniture in China started in the 1980s.After introducing the advanced production equipment and manufacturing process of foreign countries,the production level of software furniture has been greatly improved.However,China's software furniture industry has a low concentration,which is dominated by small and medium-sized enterprises.The products are concentrated in the low-end market,without the brand effect,and the homogenization of products is serious.The research topic of this thesis is to discuss the marketing strategy of the software furniture market.Firstly,it provides the theoretical basis for the post-text by reviewing the classic 4Ps theory and marketing strategy triangle model.Then AL company,for example,by analyzing the soft furniture market macro environment and industry background and dynamic,and analyses the AL company's own marketing environment,strategic positioning of enterprise and market.Then,according to the theoretical analysis,a series of marketing strategies are formulated,such as:the strategy,ikea mode,the customized home smart home strategy,etc.Finally,through the current sales situation to the domestic and foreign sales market analysis,and make profit forecast and risk forecast.Based on AL company as an example,this paper analysis software household market environment at home and abroad,and put forward the marketing strategy for the market,including "habitat strategy","Ikea model","Smart home strategy" and"Custom home strategy".It provides the model for the domestic and foreign household industry,has the very good reference.