Research On Y Company's Marketing Strategy Of Solid Wood Furniture

The five thousand years of Chinese civilization,the culture has a long history,precipitated the respect for wood,and also gave birth to the attachment to wood.Chinese people like wood,wood,and wood,can not be abandoned.Wood is the choice of habitat that human beings have maintained for thousands of years.As early as in the primitive society,people have planted trees for forests,harvested wood,and taken from natural "wood" into houses,furniture,and sculptures.Every detail of life is closely related to "wood".In modern society,due to the scientific understanding of the advantages and effects of wood from the perspective of wood science,coupled with the continuous inheritance and development of Chinese classical culture,people not only use wood,love wood,but also give the "wood" profound cultural meaning in life.The development of solid wood furniture after thousands of years of decoration style has never been washed away by the times.It can be seen that custom solid wood furniture is not only a decoration style for the Chinese,but also a heritage of Chinese classical culture..The times are changing.The domestic solid wood furniture market has been booming in the past few decades.The market has been expanded and the market output has increased year by year.In recent years,with the increasing globalization of the international market and the arrival of the Internet information age,the development of the domestic furniture market is facing many external challenges,including the intensification of competition from foreign furniture companies entering the domestic furniture market.Under the background of the new era,people have higher demand for the quality and connotation of solid wood furniture.How to control internal and external competition,enhance the strength of enterprise products,and strive to achieve the company's brand image and scale of operation is the common pursuit of China's existing furniture companies.Based on the systematic analysis of the development history of Y company,combined with the marketing environment of Y company furniture market,this paper deeply analyzes its marketing status,sales channels,brand building,etc.,and through the macro marketing environment,micro marketing environment and SWOT of Y company.Analyze,find out thebottlenecks and dilemmas of the company's development,and propose solutions in a targeted manner.In view of the marketing status of Y company,it proposes product development strategies from three aspects: innovative product types,product R&D and design capabilities,and rich raw material types.From the aspects of advertising promotion,exhibition promotion,product configuration promotion,WeChat push promotion,etc.The service marketing strategy was proposed from the aspects of improving the service personnel level,improving the after-sales service extension and improving the service remediation mechanism.At the same time,in order to better implement the marketing strategy,it also proposes specific safeguard measures from three aspects: improving the human resource management mechanism,improving the overall quality management and innovating the sales organization.