Investment Strategy Research On Zigong FSM Home Furnishing Stores During The Preparation Period

In recent years as domestic building materials lives in the overall market to continue weak situation,domestic first and second-line building materials lives in the market demand tends to be saturated,in contrast,the building materials lives in the market competition of the city of 3 or 4 lines is not very sufficient,market demand increases ceaselessly,this makes its become household chain sells the hot spot that the enterprise fights for.The most important part in the process of preparing a new home store is the investment promotion work,because the investment promotion work is not only related to the success of the preliminary planning of a project,but also to ensure that the home store can normally open the key.Because the three or four line city relative to a second-tier cities has insufficient market demand,business scale is not big,marketing channels and products is relatively single,consumers' brand awareness of different market characteristics,which makes the three or four line furniture store in the process of China merchants cannot copy copy a second-tier cities successful investment promotion strategy,investment to the shops for household put forward severe challenges.This paper takes the FSM home furnishing store in zigong as the research object during the preparation period.In the process of attracting investment,it adheres to the innovative concept of "selecting and educating merchants",so as to realize the brand merchants' "recruitment,retention and growth" and achieve the common development goal with the company.Combined with the relevant theories of marketing strategy to provide theoretical guidance for the problems encountered in the process of investment promotion,and combined with the actual investment promotion work to put forward a reasonable investment promotion strategy.Firstly,analyze the internal and external environment and competitive environment of the project according to PEST theory in marketing;Secondly,the STP theory of marketing was applied to analyze the market segmentation,target customer selection and market positioning of the project,and finally,reasonable investment promotion strategies were proposed based on the 4P theory of marketing.It is hoped that this study can provide some references for some chain home furnishing stores to attract investment in home furnishing stores in third-tierand fourth-tier cities,and also provide rich materials for the corresponding theoretical development.