深圳XL红木家具公司市场定位研究

发布时间：2018-08-28 14:27

【摘要】：红木家具行业虽然产值千亿,企业数量上万家,红木家具企业的销售理念却比较落后,大部分企业仍以品质为核心进行产品经营,无法应对日益激烈的市场竞争,企业生存越来越限难。红木家具企业有必要从产品经营转向品牌经营,从营销战略上突破而赢得市场竞争。定位理论自被提出以来,在企业界和学术界产生巨大的影响,被美国营销学会评为“有史以来对美国营销影响最大的观念”,经过几十年的研究和实践发展,定位理论成为营销理论的一个重要分支。定位理论在中国的运用也越来越多,部分企业在定位理论的指导下取得了令人瞩目的成就,但以红木家具为目标的定位研究案例比较少见。本文将运用定位理论,以深圳XL红木家具公司为案例进行研究。本文的理论依据主要以里斯及特劳特系列原著为基础,通过检索大量文献资料,梳理出定位理论体系中的要点,将这些要点归纳为开创新品类方面、定位方面、竞争战略主面、多品牌战略方面、促销及传播等六个方面,便于定位理论使用者检索。并根据红木家具的行业特点,提出了本行业的可能定位点。本文全文贯穿运用特劳特的定位四步法进行分析。首先进行了红木家具行业分析、竞争对手分析,并结合案例公司营销现状,找出案例公司定位存在的问题。如定位未体现出差异化、未提出独一无二的价值主张、未聚焦、传播投入不足等问题。然后用钻石定位法中的找位,选位,到位思路提出解决方案。提出了在消费者心智中开创生漆红木家具新品类,实施健康传承定位,提出了“XL生漆红木家具易打理细菌不易残留健康传承”定位宣传语。最后对该定位找一个或数个可信的证明,实施聚焦战略,聚焦于生漆红木家具品类,并实施有效传播的定位保障体系。本文对XL红木家具公司市场定位的研究,提供了红木家具的营销战略新视角,对行业有借鉴意义。
[Abstract]:Although the output value of mahogany furniture industry is 100 billion and the number of enterprises is tens of thousands, the sales concept of mahogany furniture enterprises is relatively backward. Most enterprises still operate their products with quality as the core, so they cannot cope with the increasingly fierce market competition. It is more and more difficult for enterprises to survive. It is necessary for mahogany furniture enterprises to change from product management to brand management and win market competition by breaking through marketing strategy. Since the theory of orientation was put forward, it has had a great influence in the business and academic circles. It has been rated as "the most influential concept ever" by the American Marketing Society, and has been developed through decades of research and practice. Positioning theory has become an important branch of marketing theory. The application of positioning theory in China is more and more, some enterprises have made remarkable achievements under the guidance of positioning theory, but the case of location research aiming at mahogany furniture is relatively rare. This article will use the localization theory, take Shenzhen XL mahogany furniture company as the case study. The theoretical basis of this paper is mainly based on the original works of Reese and Trautt series. By searching a large number of documents, the main points of the positioning theory system are sorted out, and these points are summarized as the main aspects of creating new categories, positioning and competitive strategy. Multi-brand strategy, promotion and dissemination of six aspects, easy to locate theoretical users search. And according to the characteristics of mahogany furniture industry, put forward the possible positioning point of the industry. This paper uses Trauter's four-step method to analyze. Firstly, the author analyzes the mahogany furniture industry and competitors, and finds out the problems in the positioning of the case company. For example, the localization does not reflect the differentiation, does not put forward the unique value proposition, does not focus, the dissemination invests insufficient and so on. Then use the diamond positioning method to find, select the position, put forward a solution. This paper puts forward a new category of raw lacquer mahogany furniture in the consumer's mind, implements the health inheritance orientation, and puts forward the positioning propaganda language of "XL raw lacquer mahogany furniture is easy to take care of bacteria and is not easy to retain health inheritance". Finally, we find one or more credible proofs of this location, implement the focusing strategy, focus on the furniture category of raw lacquer mahogany, and implement the effective location guarantee system. This paper studies the market orientation of XL mahogany furniture company and provides a new perspective of marketing strategy for mahogany furniture.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.88

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