Research On Marketing Strategy Of Gangjia Company Cabinet Business

With the development of society and the improvement of people's living standards,the Chinese people are no longer satisfied with food,clothing and warmth,but the pursuit of a higher quality of life experience,now people attach great importance to home decoration,take kitchen decoration as a matter of fact,people used to be practical as the first choice,now people are most looking for more than practical.In this context,the demand for kitchen equipment is increasing,and the cabinet as the main component of the kitchen is the most concerned aspect.In order to better meet the market demand,in recent years,many cabinet manufacturers have improved the production mode of the cabinet,from the system to the system.Production into customized production,widely loved by designers and consumers,from the early standardized products,only used in office furniture or office schools,to manufacturers into the production of customized system cabinets,a large number of cabinets are used in the home space,cabinet industry has entered a new stage of development,with the cabinet needs With the continuous increase in quantity,the performance of the cabinet manufacturers is booming,and the industry is booming.In this case,the relevant industries continue to invest in manpower,material resources,machinery and equipment,in order to occupy a place in the furniture market.However,due to the current cabinet market,has been transformed from the seller's market to the buyer's market,so a small number of diversified and even fully customized needs,cabinet enterprises can not ignore the important issue.At the same time,the cabinet business is greatly affected by the economic downturn,many companies often due to the market downturn resulting in fewer orders,unable to obtain sufficient customer resources and worry.Therefore,the optimization of marketing strategy is closely related to the survival and development of such enterprises.The formulation and implementation of appropriate innovative marketing strategies will help to improve the competitiveness of such enterprises in the market and thus obtain new opportunities for development.The research subject of this paper involves the Hong Kong company,which takes satisfying the customer's demand as the core,creates a one-stop kitchen design service.From the whole kitchen cabinet consultation service to the measurement design,the product supply to the installation construction,the after-sales service,all equipped with professional cabinet engineers and the project team,tailor-made unique for customers.The overall cabinet of sex,therefore,need a matching marketing strategy.In this paper,the first topic of the background raised research issues,through literature analysis,the establishment of the relevant research framework;secondly,the use of PEST analysis and SWOT analysis of the status of the cabinet business of Hong Kong companies,to explore the internal and external environment of its business,for its existence such as brand awareness is not high,sales channels are not sound,sales Finally,from the aspects of market STP strategy,combination strategy and the solution of key marketing problems,this paper puts forward the optimized battalion of strengthening brand strategy,product design and strengthening after-sales service.Marketing strategy.Through a large number of studies,this paper fully proves that the traditional furniture industry,especially the cabinet business from product-oriented to integrated design service transformation is a necessary process,in this process,marketing strategy should be gradually changed from traditional product marketing to service marketing,and in this process,need to continue to be more scientific A more perfect marketing strategy is introduced into the specific operation process.