Research On The Improvement Of Jinan Ginza Home Furnishing Marketing Strategy In Shandong

With the continuous growth of the national economy,people's demand for a better life is increasing,and furniture retail has gradually become one of the main channels for urban and rural residents to buy furniture products.The market space of furniture shopping malls is constantly expanding,and industry competition is becoming increasingly fierce.According to statistics,as of 2019,the annual output value and sales of the furniture market have exceeded the 1 trillion.There are more than 50,000 furniture brands in the market,and the market share of a single brand does not exceed 1%.After undergoing several industry reshuffles,furnishing stores have basically formed a fixed competitive situation in large and medium-sized cities across the country: a nationwide furnishing store and regional characteristic furnishing stores have basically formed a bipedal pattern.However,Jinan Furniture's internal management system is relatively old,lacking sufficient competitive advantages in internal operation mechanisms and team management,and the company's development has been slow.Expanding new sales channels and improving marketing strategies are the first strategies that companies should consider.Against this background,how to formulate effective marketing strategies to make enterprises have a foothold in the fiercely competitive market has become a very important research topic.This article takes the regionally representative Shandong Jinan Furniture Co.,Ltd.(hereinafter referred to as "Jinan Furniture")as the research object.In the first part,the paper introduces the research background and research significance.In the second part,under the premise of combing the current status of research at home and abroad,the paper determines the research content of this article.At the same time,this article sorts out competition strategy and marketing-related theories as the theoretical basis of this article,and then uses relevant analysis methods to focus on the analysis of Jinan's internal operating environment,external macro-environment and comprehensive competition situation,to sort out Jinan's marketing status and existing problems,finally combined with the new retail concept,at the strategic level,the feasible set and optimal solution of the marketing strategy improvement will be derived,and then the marketing strategy improvement suggestions and guarantee measures will be put forward.Through the research in this article,the main conclusions are as follows: 1.Home stores should pay attention to strategic planning.Each company must conduct market research,clarify its own profit model,measure the strength of its competitors,and finally determine its own strategic plan;2.Home stores should establish a brand image.The competition of household product brands has evolved into the competition of terminal stores.The stores have the function of establishing the brand image of the products;3.The home stores should innovate the marketing model.The marketing models of many home stores,including J inan Home Furnishing,are too old and it is necessary to innovate the model.If you want to innovate,you must have a sufficient foundation,a strong company culture,and a reasonable allocation of resources.The research conclusion has certain guiding significance and practical value for the company's next marketing strategy improvement,and it also has certain reference significance for other companies in the same industry.