Research On Marketing Strategy Of Recycling Office Furniture Company CD

With the continuous development of circular economy,the traditional office furniture industry has appeared more subdivisions in the past ten years,including second-hand office furniture or circular office furniture.The complete life cycle of furniture begins with the processing of raw materials,which are used by consumers after production and sale.After the products are left unused or scrapped,they will finally be recycled and reused,so that the life cycle of furniture can be recycled again,which could be called second-hand furniture or circular office furniture.Compared with traditional office furniture,circular office furniture products have strong environmental performance,complete release of formaldehyde,great economic value,and are favored by more and more growing small and medium-sized enterprises.Circular office furniture products promote consumers’ demand change from traditional office furniture to circular office furniture,which brings new opportunities and challenges to the enterprises engaged in circular office furniture.How to enhance the corporate image through marketing,how to improve the industry visibility of enterprises and how to expand the market share become the most concerned issues for enterprises engaged in circular office furniture industry.This thesis takes CD recycle office furniture company(CD company for short)as the research object,takes the enterprise’s marketing strategy as the research content with application of literature method,case analysis method and interview method to study.This thesis introduces marketing related theories and analysis tool models first to provide theoretical basis for the research,and then summarizes domestic and foreign literature,pointing out the current research trend and the research status of green marketing in China.This thesis introduces the current situation of the office furniture industry and at the same time expounds the characteristics of the current circular office furniture industry.Then,it adopts the PEST analysis model to analyze the macro environment of the industry in which CD company is located.Then,Porter’s five forces analysis model is adopted to analyze and summarize the competitive relationship between CD company and other enterprises from five dimensions to determine the competitive environment of CD company.The thesis adopts SWOT analysis method to analyze the external and internal environment of CD company’s operation,and finally find out the target market and market positioning of CD company through STP analysis model.Based on the above analysis,this thesis introduces the basic situation of CD company in detail and finds out the current marketing status of CD company in four aspects: product,pricing,channel and promotion.According to the target market positioning,this thesis suggests marketing strategies suitable for target customer groups and suggests CD company to adopt differentiated green marketing strategies.Finally,the specific implementation and safeguard measures of marketing strategy are given,which require CD company to establish the guaranteed mechanism of marketing talents,optimize its organizational structure and strengthen the construction of customer-centered corporate culture.CD company is in the stage of growth with short history.In the face of the potential market demand for circular office furniture,this thesis has practical significance for the development of CD company.Differentiated green marketing strategies are helpful to enhance the company’s market visibility,and accurate market positioning can promote the healthy and sustainable development of CD company.At the same time,this thesis hopes to provide some reference for the development of other similar office furniture enterprises.