FD公司定制家具营销策略研究

发布时间：2018-05-16 17:01

本文选题：定制家具 + 营销战略　；参考：《广西大学》2016年硕士论文

【摘要】：进入21世纪以来,中国定制家具行业飞速发展,我国定制家具行业经历了第一个快速发展期,涌现了许多知名品牌,市场竞争也慢慢从初级的价格竞争发展为产品和服务的竞争。中国定制家具市场规模已初具雏形。定制家具在国内市场的崛起,推动了国内家具行业蓬勃进步。纵观当前,越来越多企业进驻家具定制产业,家具市场的需求出现翻天覆地的变化。然而,在发展契机蜂拥而至的同时,挑战也随之而来,家具企业普遍面临低效市场营销的危机。从长远发展视角来看,家具企业要在激烈竞争中取得一杯羹,必须迎合市场发展趋势。这也要求家具企业应积极挖掘家具市场需求,并针对市场需求建设优质的营销方案。此时,不管是家具代理商,还是家具生产商,都需保持强烈的超前意识,积极瞄准用户群需求,结合定制家具营销现状、未来发展态势制定完善的营销方案。本研究以武汉定制家具市场为研究对象,重点聚焦市场营销,全面展开论述,并且以FD公司为例研究其营销战略问题。本文分为七个部分：第一章导论主要介绍论文的研究背景、主题探究价值、论文阐述的整体思路、论文主要内容与主题阐述时应用的研究方法。第二章从公司介绍、营销现状及存在的问题对FD公司做了分析。第三章重点从FD公司的市场环境出发,围绕企业现状、宏观微观环境进行。第四章围绕FD公司的STP战略,围绕市场与竞争两个角度做了阐述。第五章在上述几章的基础上,提出了FD公司的市场营销策略,提出有能够保障并有且于营销策略有效执行的管理方法和对营销策略的改进建议。第六章作为本论文的结论,希望通过对FD公司的分析和研究,能够供其他定制家具企业可借鉴的经验和建议,并指出本文的不足之处和进一步研究方向。定制家具企业市场营销工程具有系统性与复杂性,它涉及企业营销运作的每个环节。市场营销的全面开展,离不开企业的支持。就本质而言,企业是市场营销方案的最佳执行者。基于此,在制定市场营销战略时,应回归企业经营实情。唯有如此,企业才能进一步提高现有的竞争力,真正成为定制家具的主导者与市场的引导者。
[Abstract]:Since the beginning of the 21st century, the Chinese custom furniture industry has developed rapidly. China's custom furniture industry has experienced the first rapid development period, and many well-known brands have emerged. The market competition also slowly develops from the primary price competition to the product and the service competition. Chinese custom furniture market scale has begun to take shape. The rise of custom-made furniture in the domestic market promotes the vigorous progress of domestic furniture industry. Throughout the current, more and more enterprises into the furniture customization industry, furniture market demand appears earth-shaking changes. However, with the development opportunity, the challenge also comes, furniture enterprises generally face the crisis of inefficient marketing. From the view of long-term development, furniture enterprises must cater to the trend of market development if they want to get a piece of soup in the fierce competition. This also requires furniture enterprises to actively tap the furniture market demand and to build quality marketing programs. At this time, whether furniture agents or furniture manufacturers, they need to maintain a strong sense of lead, actively aim at the needs of users, combined with customized furniture marketing status, the future development situation to formulate a sound marketing plan. This research takes Wuhan custom furniture market as the research object, focuses on the marketing, comprehensively discusses, and takes FD company as an example to study its marketing strategy. This paper is divided into seven parts: the first chapter mainly introduces the research background of the thesis, the value of theme research, the whole idea of the paper, the main content of the paper and the research methods used in the theme elaboration. The second chapter analyzes FD Company from the company's introduction, marketing status and existing problems. The third chapter focuses on the market environment of FD, focusing on the current situation of enterprises, macro and micro environment. Chapter four focuses on FD Company's STP strategy, market and competition. On the basis of the above chapters, the fifth chapter puts forward the marketing strategy of FD company, and puts forward some management methods which can guarantee and implement the marketing strategy effectively and some suggestions to improve the marketing strategy. The sixth chapter is the conclusion of this paper, hoping that through the analysis and research of FD company, it can be used for reference by other custom-made furniture enterprises, and points out the deficiency and further research direction of this paper. The marketing engineering of custom-made furniture enterprises is systematic and complex, which involves every link of marketing operation. The overall development of marketing, inseparable from the support of enterprises. In essence, an enterprise is the best executive of a marketing program. Based on this, in the formulation of marketing strategy, should return to the business situation. Only in this way, the enterprise can further improve the existing competitiveness and become the leader of custom-made furniture and the guide of the market.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F426.88

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