Study On The Marketing Strategy Of KJ Solid Wood Furniture

Forty years of reform and opening up,China’s national economy has continued to develop,social life has continued to advance,and people have paid more attention to material and cultural life.This has led to the prosperity and development of the furniture industry,and many problems have arisen.This paper uses a combination of theory and practice.The first chapter clarifies the background,significance,research content,research methods used and innovations of the paper.The second chapter summarizes the research status at home and abroad,and based on the latest research results of experts and scholars at home and abroad.The third chapter analyzes the marketing status and existing problems on the basis of field research KJ furniture company.The fourth chapter uses PEST analysis to deeply analyze the macro marketing environment faced by KJ furniture,analyzes its micro marketing environment and conducts SWOT analysis on KJ furniture through competitor analysis and consumer behavior research.The fifth chapter proposes four marketing strategies: product strategy,channel strategy,brand strategy and service strategy for KJ Furniture Company.The product strategy is divided into the following four aspects:product style,product mix,R&D design capability and rich raw material types.The channel strategy is mainly two aspects: offline channel strategy and online channel strategy.The brand strategy is the following three aspects: brand image,advertising,exhibition promotion.The service strategy is mainly in the following three aspects:service level,after-sales service and service remediation mechanism.The sixth chapter proposes safeguard measures from the aspects of human resource management,quality control of products and services,and improvement of sales methods in order to ensure the implementation of marketing strategies.