Chinese-style experience marketing to help companies out of difficulties.docVIP

 PAGE \* MERGEFORMAT 15 Chinese-style experience marketing to help companies out of difficulties King is a medium-sized private home furniture manufacturing enterprises, the main soft beds, mattresses, sofas, matching solid wood bedroom furniture. Among them, soft beds, mattresses as the main selling products, enterprises 80% of sales from this. Jing Ju soft bed, mattress covered by a regional brand, market positioning, high-end. With excellent product quality has achieved good market performance. By the year 2006 by macroeconomic factors, industry scandals, factors such as rising raw material prices continued to impact, resulting in H city has been the rapid development of the furniture industry into a downturn, some businesses use inferior materials to reduce costs in an attempt to price advantage out of its predicament, but this kinds of quenching thirst with poison manner contrary to the entire industry worse, ‘black heart cotton’, ‘sawdust board’, ‘rusty spring’ and others, exposure to negative events so that the whole industry had a serious crisis of confidence. By exposure of these materials are made of soft beds, mattresses the main raw material, therefore, the soft beds and mattresses on the impact of strong. At this point some foreign brand products began to aggressively enter the local market, high-end consumers would rather spend to buy expensive imported brand products, plans one at ease. The low-end consumers are more willing to buy cheap, low-quality products of small manufacturers. Pressure on large foreign brands, a small real estate under the brand drawn salary, the industry environment unfavorable raw material prices, ‘King Home’ surrounded by V, faced an unprecedented crisis. Taken to deal with market crisis is only a means of discounts, reduced profits and maintain market share. Expected to survive the front of the dark. Raymond Lam in his capacity as director of marketing into the ‘King Home’, the first thing they do visit a market, mark