苏凡沙发营销策略研究分析---09市场营销.docVIP

安徽农业大学经济技术学院 毕 业 论 文（设计） 论文题目 姓 名 学 号 0 院 系 专 业 指导教师 职 称 中国·合肥 二o一年月Sufan sofa marketing?strategy?discussion Since Reform and Opening for 30 years, economy in China has completely changed. In the meanwhile, Chinese sofa has experienced 30 year-development as well. From the Mid-early stage of establishment and development, now it is growing and ready striding forward to mature period. During this period, the needs in market is full, and sales growth is slower. In the case of many brands and be of similar quality, market competition is increasing intense. Especially since 2012, the market environment is slumping. Sofa industry can get the advantage in competition only by relocation and effective and necessary marketing campaign. This article is mainly discussing the problems Sufan sofa exsiting at present. And from reading the documents, collecting reliable statistical data information from all ranges, it makes many analysis to the sofa in ways of macro-environment, SWOT and target market localization and marketing strategy. Learning from the actual development of Sufan sofa, the article analyses the problems in the aspect of marketing strategy and aim at the problems, finally offers detailed、reasonable and operable advice. Key words: Sufan sofa; target market location; marketing stategy 目录 1 引言 1 2 苏凡沙发有限公司简介 1 3 苏凡沙发营销环境分析 2 3.1. 宏观环境分析 2 3.1.1政治和法律环境因素 2 3.1.2经济环境因素 2 3.1.3社会和文化环境因素 2 3.1.4技术环境因素 3 3.1.5人口环境因素 3.1.6自然环境因素 3 3.2行业竞争力分析 4 3.2.1供应商的议价能力 4 3.2.2购买者的议价能力 4 3.2.3潜在竞争者进入的能力 4 3.2.4替代品的替代能力 4 3.2.5行业现有竞争者的竞争能力 4 3.3SWOT分析 4 3.3.1优势 4 3.3.2劣势 5 3.3.3机会 6 3.3.4威胁 6 4苏凡沙发目标市场定位和营销策略分析 6 4.1目标市场定位 6 4.1.1市场细分 6 4.1.2目标市场选择 7 4.1.3市场定位 7 4.2 营销策略分析 7 4.2.1产品策略 7 4.2.2.价格策略 8 4.2.3分销渠道策略 9 4.2.4促销策略 9 5苏凡沙发营销策略存在的问题 9 5.1 销售方式保守 9 5.2 营销渠道传统 9 5.3 产品目标市场单一 10 5.4市场价格混乱 10 6苏凡沙发营销策略改进建议 10 6.1引入体验式营销 10 6. 2构建网络销售平台 11 6.3 开拓儿童市场 11 6.4透明式营销 11 参考文献 12 致谢 12 1引言 随着我国经济的高速发