Research On The Marketing Strategy Of FPY-Company In Heilongjiang Province

The number of rosewood furniture company in our country,by the great trend of Chinese economy development,has a tremendous leap within a short time,and this is so called “Rosewood Prospers in A Good Era”.But what could not be denied is that,behind the quickly increased number,there will also rise many problems.At present,the majority of Rosewood Industry is middle and small scale enterprise.But because of the scale and ability of them,they always have some common problems like similar design concept,not efficient management experience,and they often have indecent competition,which leads to an immature and disordered environment.Hence,such scale enterprise who wants to succeed from the crucial competition,it must have one concept for its position,after knowing its own development environment clearly,and achieve steady program by making one successful marketing strategy.In this paper,take the FPY-Company as observing objective,under the direction of modern theory of marketing strategy,do one deep research of its marketing strategy by the measure of case analysis.At first,the paper illustrates basic condition of Rosewood Furniture Industry.Then,analyzes the marketing environment of FPY-Company and its current marketing condition as emphasis,searching for opportunity for its development.After acknowledging the environment it faced,this paper thinks the target market of FPY-Company should be middle and high income level customer group,and design the multiple marketing strategy for the company specifically.At the end,this paper design the guarantee measure for the company,from the following 4 aspects: Construction of Quality System,Construction of Team,Construction of Regulation System and Construction of Company Culture.