BD家具实业有限公司营销战略研究

发布时间：2018-01-04 12:15

本文关键词：BD家具实业有限公司营销战略研究　出处：《广西大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来,在国内房地产调控政策一直坚挺以及国际经济形式十分复杂的情况下,我国家具业面临着大规模洗牌的局面,国内外订单的下降使很多小微型家具厂走向转产阶段,小微型家具公司的可持续性发展受到严重挑战。 BD家具实业有限公司是佛山一家专业化从事家具设计、生产、销售为一体的拥有进出口经营权的小微办公家具企业。企业缺乏自己的品牌商品,市场定位不准确,市场竞争中显得后劲不足,公司营销战略有待明确。文章将战略管理理论和营销管理理论与BD家具实业有限公司的实际情况相结合,通过外部环境EFE矩阵、内部因素IFE矩阵对公司外部宏观环境、行业竞争状况及企业内部条件进行战略分析,并对公司的市场进行细分,选择公司的目标市场,进行营销定位。在此分析基础上明确了公司时尚、简约、个性化办公产品发展方向,运用SWOT分析方法得出了BD家具实业有限公司的营销战略。另外,文章还进一步探讨了营销战略的配套实施措施,分析了公司产品、价格、渠道、促销策略及营销战略的组织保障,以保障营销战略的顺利执行。文章的研究目的主要是希望能够为BD家具实业有限公司的营销实践提供理论依据,为BD家具实业有限公司在激烈的市场环境中制定营销战略提供参考。
[Abstract]:In recent years, the domestic real estate control policies has been strong and complicated international economic situation, China's furniture industry is facing a large-scale reshuffle situation, reduced orders at home and abroad to make a lot of small miniature furniture factory to the production stage, small furniture company sustainable development is facing serious challenge.
BD Furniture Industry Co. Ltd. is a professional engaged in Foshan furniture design, production, sales as one has the right to operate import and export of small and micro enterprises. Office furniture enterprises lack their own brand products, market positioning is not accurate, lack of stamina is market competition, the company marketing strategy needs to be clear.
The actual situation of the strategic management theory and marketing management theory and BD Furniture Industrial Co., combined with the external environment through EFE matrix, IFE matrix, the internal factors of macro environment on the outside of the company, strategic analysis of internal conditions of competition and industry, and the company's market segmentation, target market choice, for marketing positioning. On the basis of the analysis of the company are simple, the development direction of personalized office products, using the SWOT analysis method to obtain the BD Furniture Industrial Co., the company's marketing strategy. In addition, this article also further discusses the marketing strategy of supporting the implementation of measures, analysis of the company's products, price, channel, promotion strategy and marketing strategy the organizational guarantee, to ensure the smooth execution of marketing strategy.
The purpose of this article is to provide theoretical basis for the marketing practice of BD Furniture Industry Co., Ltd., and to provide reference for BD Furniture Industry Co., Ltd. to develop marketing strategy in the fierce market environment.

【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.88

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