a公司奢侈品家具营销策略优化分析 word格式.docxVIP

希望通过此研究帮助A公司优化营销策略，提高绩效，利用资源，创造价值。目前中国家具行业正面临激烈的国际竞争、国内家具产业转型升级的压力，同时也希望此研究对中国家具行业培育和发展本土的奢侈品家具品牌有所贡献。本研究对A公司优化营销策略，中国家具行业向品牌文化型方向升级，有重要与迫切的现实意义。关键词：奢侈品家具设计营销策略AbstractResearchonLuxuryFurnitureMarketingStrategy OptimizationofCompanyAWithChinasreformandopeningup,therapiddevelopmentofeconomyand thecontinuousrapidgrowthofChina’srealestateindustry,theluxurygoods consumermarketisexpandingrapidly.Thispaperwilldoacompleteresearch andanalysis,basedonthemarketingshortageofCompanyA,onCompanyA’s marketingenvironment,competitors,marketingpositionandcustomeractivities toidentifyandsetupCompanyA’smarketingstrategyoptimizationand implementationplan.Throughtheresearch,CompanyAshouldpromoteitscustomizeddesign capabilitiesintheproductdesignanddifferentiation,basedonaesthetics, customization,integrationandcross-borderthinking,andmeanwhilethroughthe smalldisplayandalargenumberofpictures,implementasasmallamountof advancedcustomizationandlarge-scalesoftoutfitdesigncustomizedservices,to streamlinetheproductline.Throughtheintegrationofresources,itneedprovide furniture,accessories,lamps,sewing,decorativepaintings,carpetsandother ancillaryproductstomeettheneedsoftargetcustomersinhighqualityand aestheticsfeeling.Fromthebrandmanagementperspective,CompanyAshould managethemarketingpositionofdifferentbrandsandbreedupitsownbrandsin themeantime.Itneedcontinuouslyoptimizetheenterprisecorevalues,behaviorsandvisualidentifications.Fromthepricestrategyoptimizationperspective,it shouldemphasizeoncustomers’perceptivevaluesincaseofenterprisediscounts. CompanyAstillneedadjustthechannelplanning,decreasetheunitarea,increase channelamountsandestablishthestorelocationsystem.Itneedaimtoincrease salesperformanceinthewayofpromotingbuyerexperience,rewardingwith gifts,batchpurchasediscountsandcustomizeddesign,etc.Inwayofadvertising, itcanuseminoritymarketingstrategyandplantodeveloppublicrelationships andpromoteenterprisesocialresponsibilities,suchasexperienceactivities, socialparties,newpromoteconferenceandcustomers