Research On Network Marketing Strategy Of HF Furniture Company In Chengdu

The traditional furniture industry is facing the pressure of transformation and upgrading in production and the challenge of online and offline integration of product sales under the influence of complex factors.Network economy has created a good environment for furniture enterprises to open up online market and seize market share.Meanwhile,it means more fierce competition.Enterprises must make great efforts to improve marketing strategies for development.Chengdu HF Furniture Company is a comprehensive full range of civil furniture production enterprises,which has been deeply engaged in the offline sales market for more than 30 years and has made certain achievements.The company’s executives realize that e-commerce is trend,and online marketing is an important competitive advantages.In 2015,HF developed online business,struggling with problems.There are many aspects need to be perfected.This paper comprehensively analyzes the problems in HF and internal-external environment,and puts forward the optimization strategy of network marketing combined with the development trend of furniture industry and the characteristics of consumer behavior.Firstly,this paper analyzes the market positioning and marketing strategy of HF’s network marketing,then analyzes the macro environment and industry environment by PEST analysis method and Porter’s five forces model,and the situation of major competitors is analyzed in depth.At the same time,this paper makes a comprehensive analysis in advantages,disadvantages,opportunities and challenges of HF’s network marketing,and lists the strategic matrix.Based on the analysis of consumers’ online shopping behavior characteristics and market research,this paper understands the brand cognition of HF and the behavior characteristics of consumers’ online shopping furniture products,so as to provide data support and suggestions for the optimization of online marketing strategy.Finally,this paper adjusts the market positioning and puts forward the network marketing optimization strategy and safeguard measures.