| With the development of the world economy and the improvement of the living standards of the residents of various countries,people's demand for the comfort of homeenvironment is getting higher and higher,Global software furniture consumption is also on the rise year by year.According to CSIL,global software furniture consumption increased from $54.0 billion to $65Bn between 2007 and 2016.According to CSIL statistics,in 2016,the output value of software furniture in China accounted for about 49 % of the world's total,and consumption accounted for about 31 % of the world's total.China has become the world's number one producer and consumer of software furniture.GJ Company,as a large-scale domestic listed company specializing in software home manufacturing and sales,in addition to its own design and development,production and sales of sofas,soft beds,mattresses and other software furniture,It also purchases supporting products such as coffee tables,TV cabinets,and dining tables from supporting product suppliers and sells them abroad.The company sells supporting products,not only enriched its own product line,but also the matching design style of the supporting products and the company's own products,to meet the consumer's one-stop shopping needs.However,in recent years,the changes in the political environment and the economic environment have continuously squeezed the living space of software home merchants.In the company's mid-to-high-end software furniture industry,The competition between enterprises has gradually upgraded from low-level price competition to comprehensive ability competition such as brand,network,quality,service,and management.In addition,the huge Chinese consumer market has attracted foreign software furniture manufacturers.Increased market competition may lead to a decline in the average profit margin of the industry,which will have a negative impact on GJ's production and operation.The company urgently needs a practical marketing strategy and a combination of marketing strategies to reverse the war situation.This thesisordissertation uses PEST analysis method to analyze the macro environment and industry environment of the company,and points out the current problems and reasons of the company.The SWOT analysis method is used to find out the internal advantages and disadvantages of the enterprise and the threat of external opportunities.At the same time,the market positioning is optimized through the enterprise STP analysis method,and the selection of the company strategy is realized based on the three major competition theories of Porter.Finally,based on this strategy and referring to the marketing 4Ps theory,we propose practical marketing strategies from the four dimensions of 4Ps,that is,products are put into marketable products in key categories,and unique and differentiated technologies are loaded to enhance product value;The price uses the demand oriented pricing method and the competition pricing strategy;Channels select suitable channels according to the characteristics of the products and strengthen the main channel push;The promotion aspect increases the marketing promotion strength,enhances the terminal image.At the same time,the author puts forward the service experience marketing scheme around the user to better meet the customer's needs and create the maximum value for the customer.This research uses literature research method,qualitative analysis method and other research methods,so that the article has the feasibility and practicality and also has a certain scientific nature.Through this research,this article aims to clarify the company's position in the industry,provide GJ company with a reference on marketing strategy and strategy,help the company rationalize its development direction,improve sales performance,and avoid possible business risks. |
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