Research On Marketing Strategy Of D Company's Furniture Exportation

There is a strong growth in China furniture export these years,which make a large contribution for Chinese economy.But furniture export becomes more and more difficult with development of Cross-border e-commerce and most furniture factories' business models' crossover.Many European and American Countries have more and more limitation on Chinese furniture export,which makes furniture exportation becomes more difficult.If furniture company wants to get long term development,it must study market situation and make accurate targeting,segmentation and positioning,and make company export marketing better.In these past 4 years,Henan Defaico Import and Export Co.,Ltd(we call it Company D below)the sales value increased year by year,and the main products series including high end vintage furniture and light luxury furniture from just vintage furniture series in the beginning.And the main market of Company D is American and European market,but it is enlarging its market these years.Since 2014,Company D's sales volume increased year by year,although the growth is not outstanding these two years.Company D is in a fast developing company now as we saw.This article analysis company D's development,take segmentation,targeting and positioning for Company D and then draw up export marketing strategy for company D.The first chapter introduce Chinese furniture export market;and the second chapter analysis Company D's market and products,it is the main chapter of this article;then in the third chapter makes specific export strategy,it is also the main chapter of this article;and in the forth chapter,this article introduce the main guarantees for those strategy;the fifth chapter is the conclusion part.This article use STP principle and 4P principle to make market segmentation,and make marketing strategy for company D.There are product strategy,price strategy,place strategy and promotion strategy.Finally add brand strategy for company D.In final article,it show three main factors to make assurance for company D's export strategy.They are human resources,anti-risk sides and cooperation of main factories.