Research On The Marketing Strategy Of H Office Furniture Co.,Ltd

Office furniture is a subdivision of the furniture industry.Contemporary Chinese office furniture has experienced rapid development for nearly ten years,and has entered a period of slow development in recent years.With the outbreak of the COVID-19 pandemic and the inflation of raw materials,office furniture enterprises are facing the challenges of order reduction and hindered sustainable development.Due to the geographical restrictions of the office furniture market,traditional office furniture enterprises have basically saturated traditional products in the local market,the phenomenon of product homogeneity is serious,and the market competition is fierce,resulting in a decline in corporate profit margins.Facing the unfavorable market environment,it is necessary to guide the marketing development of office furniture enterprises through industry research.The paper combines marketing theory,enterprise marketing strategy theory and the actual situation of H company to make analysis.Based on this analysis,the development direction of H Company is to take quality superiority as fundamental and relying on product development to expand the market,propose to select and implement Intensive Strategy.In addition,the paper further discusses the supporting measures for the implementation of the marketing strategy,analyzing the company’s product,price,place and promotion strategies as well as the organizational support for the marketing strategy to ensure the smooth implementation of the marketing strategy.The purpose of the paper is to provide a theoretical basis for the development of marketing strategies in the highly competitive market of H company,and to provide a reference direction for the development of market expansion of furniture enterprises.