功能沙发营销渠道及促销策略研究

发布时间：2018-04-26 14:41

本文选题：功能沙发 + 渠道模式　；参考：《山东大学》2013年硕士论文

【摘要】：随着我国经济实力和人民生活水平的不断提高,作为工作、休息、娱乐为主要坐具的沙发已经成为家具和建筑装饰业极其重要的组成部分。功能沙发又称多功能沙发,是指相对于普通沙发而言增加了姿态调整、形态变换功能,甚至在坐卧功能之外还具有储藏、助力、保健按摩等附加功能的一类新型软体家具。近些年,随着经济的发展,国内功能沙发市场悄然而生,许多家具制造企业也已经把目光投放到了这块诱人的蛋糕上,城市中产阶级会通过更多的休闲产业来释放压力,也会在家具购买决策过程中,更多地考虑带来更高舒适度的功能沙发。根据市场咨询机构的预测：城市生活压力倍增,将导致功能沙发市场的井喷。而中国功能沙发市场的制造、渠道等现状,将随着更多实力家具企业对功能沙发市场的关注与进入,高端功能沙发市场将由目前的一家独大,进入诸侯争霸的关键时期；而各大企业的竞争方式,无疑会避开损害产品品质的价格战,而采取更加有效的销售渠道模式和更为创新的营销策略,这直接关系到家具企业的生存和发展。面对国内家具市场的激烈竞争以及海外市场的不断冲击,企业如何根据行业结构特点,把握功能沙发行业发展趋势,结合自身的资源能力,找到一条适合自己的生存发展之路,是功能沙发家具企业需要研究的一项重要而紧迫的课题。众多家具企业也已经意识到制定适合本企业的市场营销战略的重要性。所以,功能沙发企业要想在当今的家具市场中赢得一席之地,不仅要打造鲜明的品牌文化,寻求差异化,还要制定出切实可行的营销策略。因此本课题拟针对功能沙发的有效销售渠道模式与创新的营销策略进行研究,这对于家具企业在功能沙发领域抢先占领市场,提升品牌知名度和美誉度具有重要意义和实用价值。本课题主要研究内容如下：首先对营销渠道和营销策略的基本理论进行了研究,在此基础上进行综合分析,分别从展会渠道、代理、经销模式、第三方卖场模式、产销分离模式、自建终端、网络营销、仓储式销售、家装公司等方面对功能沙发的销售渠道模式进行分析探讨,利用品牌力争取终端资源策略、明星代言提高认知策略、定位捆绑与助销模型策略、视频营销,打造视觉、听觉、联想体验盛宴策略对促销策略进行研究,针对目前功能沙发的营销现状提出新的营销策略,为企业经营决策提供指导。最后,以M功能沙发公司为例,对其从渠道、促销两个方面提出营销策略方案。
[Abstract]:With the continuous improvement of our country's economic strength and people's living standard, the sofa, which is mainly used for work, rest and entertainment, has become an extremely important part of furniture and architectural decoration industry. The functional sofa is a new type of soft furniture with additional functions such as posture adjustment, morphological transformation, and even storage, assistance, health care and massage in addition to the function of sitting and lying. In recent years, with the development of the economy, the domestic functional sofa market has emerged quietly. Many furniture manufacturers have also set their sights on this attractive cake. The urban middle class will release pressure through more leisure industries. Will also be in the furniture purchase decision-making process, more consideration brings the higher comfortable function sofa. According to the forecast of market consultation organization: the pressure of city life multiplies, will lead to function sofa market blowout. And the manufacture, channel and so on present situation of the Chinese function sofa market, will along with more actual strength furniture enterprise to the function sofa market concern and enter, the high-end function sofa market will be by the present one alone big, enters the vassal competition key period; And the competition way of each big enterprise will avoid the price war that damages the product quality, and adopt more effective sales channel mode and more innovative marketing strategy, which is directly related to the survival and development of furniture enterprise. Facing the fierce competition in the domestic furniture market and the continuous impact of the overseas market, how to grasp the development trend of the functional sofa industry according to the characteristics of the industry structure, and to find a suitable way to survive and develop according to their own resource ability, the enterprise is faced with the fierce competition in the domestic furniture market and the continuous impact of the overseas market. Is the function sofa furniture enterprise needs to study an important and urgent topic. Many furniture enterprises have also realized the importance of developing marketing strategies suitable for their own enterprises. Therefore, if the functional sofa enterprises want to win a place in the furniture market, they should not only create a distinctive brand culture, seek for differentiation, but also work out feasible marketing strategies. Therefore, this paper intends to study the effective sales channel model and innovative marketing strategy of functional sofa, which is the first time for furniture enterprises to occupy the market in the field of functional sofa. It is of great significance and practical value to enhance brand popularity and reputation. The main contents of this paper are as follows: firstly, the basic theory of marketing channel and marketing strategy is studied, and then the comprehensive analysis is carried out from the exhibition channel, agent, distribution model, and third party selling mode, respectively. This paper analyzes and discusses the sales channel mode of functional sofa from production and marketing separation mode, self-built terminal, network marketing, warehouse sales, home decoration company, etc., and makes use of brand power to strive for terminal resource strategy, star endorsement to improve cognitive strategy, etc. Positioning binding and marketing model strategy, video marketing, creating vision, hearing, associative experience feast strategy to study the promotion strategy, aiming at the current marketing status of functional sofa proposed a new marketing strategy for enterprises to provide guidance for business decisions. Finally, taking M function sofa company as an example, this paper puts forward marketing strategies from two aspects of channel and promotion.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.8

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