Research On The Domestic Marketing Strategy Of X Furniture Company

Since the outbreak of the international financial crisis in 2008,many export-oriented furniture enterprises in China have been facing export difficulties.It is difficult to fundamentally improve the demands of the international market in the short term,under such adverse factors as trade barriers increasing,the RMB appreciation,manufacturing costs rising,etc,many furniture enterprises have turned to develop the domestic market.However,it is not easy to open up the domestic market.Under the fierce competition in the domestic furniture market,it is a challenge for export-oriented enterprises which lacks brand and domestic channel resources to successfully open up the domestic market,it will test the comprehensive competitiveness of an enterprise.At the same time,with the growing needs of the people in the new era for a better life and the macro-environment for high-quality development,it may create opportunities for traditional export-oriented furniture enterprises that have developed quality and standardization management advantages in the international market for many years.How to take advantage of strengths and circumvent weaknesses,and return smoothly and open up the domestic market,it is an urgent problem for many export-oriented furniture enterprises need to solve.X Furniture Company is a typical export-oriented enterprise.Since China joined the WTO,it seized the opportunities of strong demand for furniture from foreign emerging markets and gained rapid development.However,after the financial crisis broke out,the company fell into the helpless export dilemma as well,it is urgent for the company to open up the domestic furniture market and promote the sustainable development.Based on this,X Furniture Company is chose as the research object,this paper studies on its opening up the domestic market by means of using the marketing theory and tools with considering the condition of X Furniture Company.This paper introduces the state of X Furniture Company,analyzes the export difficulties that faced by X Furniture Company,and the decision background and strategic significance of X Furniture Company to open up the domestic market are expounded.It analyzes the internal and external environment of X Furniture Company,sums up the existing environmental opportunities and threats in the macro environment of our country and the competition structure environment of the furniture industry.At the same time,it combs the internal strengths and weaknesses of the company's internal resource capabilities as well.Then,the key factors in the internal and external environment are synthesized,this paper proposes the domestic marketing strategic direction by means of using the SWOT matrix analysis tool,that the company takes the advantages of qualityand standardization management as the sharp weapon to develop the domestic market,overcoming the short-boards of brand building,distribution channel and sales promotion.it lays the foundations for making the marketing strategy which is suitable for X Furniture Company.Using STP theory,this paper subdivides the domestic civilian furniture market,identifies the X furniture company's target market and the company's market positioning.Finally,under the guidance of 4PS theory,the Marketing Mix of Product strategy,Brand strategy,Channel strategy,Price strategy and Promotion strategy are designed for X Furniture Company,to promote the smooth development of the domestic market,realize the transformation of the marketing mode of the company,and move towards the road of sustainable development.Further,in order to implement the marketing strategy of the company smoothly,the safeguard measures as the changing the marketing concept,setting up a perfect marketing organization,Strengthen the construction of enterprise culture,attracting outstanding talents are proposed.