北京DF家具公司营销策略研究

发布时间：2018-12-14 11:19

【摘要】：改革开放以来，随着我国经济社会的不断发展进步，我国家具产业迎来了一个快速发展的黄金周期，经过30多年的持续发展，目前我国家具产业的规模已经跃居世界第一，行业总产值已经突破万亿大关，成为了世界上最大的家具生产国以及出口国。然而尽管整个家具产业的规模在不断的膨胀，一个不容忽视的问题就是我国家具产业存在大而不强的问题，面对日趋激烈的市场竞争环境，很多家具企业因为没有建立完善的营销策略，而陷入了销售增长缓慢的处境。与此同时，众多国外家具生产巨头纷纷抢滩中国，这些外资家具生产企业凭借雄厚的资金实力，良好的营销水平极大的冲击我国本土家具生产企业。在此背景下，我国家具企业必须要适应市场环境的变化，尽快的调整企业的营销策略，这样才能够在更加激烈的市场营销环境中赢得竞争优势，，从而给企业的发展夯实基础。本文选择北京DF家具公司为研究对象，立足于企业实际情况，指出企业营销现状及存在的问题，对宏观环境及行业环境进行深刻分析，对市场进行细分，选择适合的目标市场。本文运用了SWOT分析、PEST分析、波特“五力分析”模型等多种分析方法，以市场营销为写作主线，从4P理论的视角提出了该企业的营销策略组合，最后，从产品创新、新产品开发推广、品牌定位等方面对营销策略提出改进建议。
[Abstract]:Since the reform and opening up, with the continuous development of China's economic and social progress, China's furniture industry has ushered in a rapid development of the golden cycle. After more than 30 years of sustained development, the scale of our country's furniture industry has leapt to the first in the world. The gross output value of the industry has broken through the trillion mark and has become the largest furniture producer and exporter in the world. However, although the scale of the whole furniture industry is constantly expanding, one problem that can not be ignored is that the furniture industry in our country has a big but not strong problem. In the face of the increasingly fierce market competition environment, Many furniture enterprises because of the lack of a sound marketing strategy, and fell into the situation of slow sales growth. At the same time, many foreign furniture production giants have seized China, these foreign-funded furniture production enterprises with strong financial strength, good marketing level of great impact on domestic furniture production enterprises in China. Under this background, the furniture enterprise of our country must adapt to the change of the market environment, adjust the marketing strategy of the enterprise as soon as possible, so as to win the competitive advantage in the more intense marketing environment, thus consolidate the foundation for the development of the enterprise. This article chooses Beijing DF Furniture Company as the research object, based on the enterprise actual situation, points out the enterprise marketing present situation and the existence question, carries on the profound analysis to the macroscopic environment and the profession environment, carries on the segmentation to the market, selects the suitable target market. In this paper, SWOT analysis, PEST analysis and Porter's "five forces analysis" model are used to analyze the marketing of the enterprise. The marketing strategy combination of the enterprise is put forward from the perspective of 4P theory, and finally, the product innovation is introduced. New product development and promotion, brand positioning and other aspects of the marketing strategy put forward suggestions for improvement.
【学位授予单位】：河北工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.88

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