北京燕京八绝仿古家具营销策划案.docVIP

北京工业大学耿丹学院 毕业设计（论文） 题目：北京燕京八绝仿古家具营销策划案 姓 名 宋策 系 名 经济与管理系 专 业 市场营销 指导教师 王兰 日 期 2013.05.13 诚信承诺 本人__________声明，本论文及其研究工作是由本人在导师指导下独立完成，论文所利用的一切资料均符合论文著作要求，且在参考文献中列出。 签名： 日期： - PAGE 2 - 摘 要 仿古家具在中国家具文化史上蕴含着博大精深的文化精髓，随着人们生活水平的日渐提高，在装修新颖的家居中摆上中式仿古家具已经成为一种时尚。北京燕京八绝仿古家具公司隶属于北京金漆镶嵌有限责任公司，作为以经营仿古家具为主的公司，目前北京地区的直营店有2家，其品牌知名度较低、市场份额较少。 本案利用市场营销相关理论和问卷法，首先对中国仿古家具市场现状作了一个概述，在对北京燕京八绝仿古家具公司的外部环境和内部环境的机会、威胁、优势、劣势进行深入分析的基础上，提出此次策划案的营销目标和任务。其次通过市场调研和市场细分，将北京燕京八绝仿古家具公司的目标受众确定为北京市社会上层、中上层的人和北京市商务会馆、度假酒店、茶楼。结合企业自身资源、条件以及对竞争对手的分析，定位为具有皇家文化底蕴的高档仿古家具。最后根据这一市场定位为北京燕京八绝仿古家具公司提出一套行之有效的营销组合策略。 关键词： 仿古家具；SWOT；营销策略 Abstract The history of the culture of chinese furniture, archaizing furniture contains a profound cultural essence.As peoples living standards rising, put chinese archaizing furniture has become a fashion in the novel decorated home.Beijing Yanjing eight unique skill archaizing furniture is a part of the Beijing gold lacquer inlaid limited liability company, as a company mainly operating archaizing furniture.At present two of its stores in the Beijing region, its brand awareness, market share less. Based on the relevant theories of marketing and questionnaire, this case first summarizes the general condition in the chinese archaizing furniture industry, on the base of analysing the opportunity, threat, superiority and weakness of outer environment and the inner conditions.Marketing objectives and tasks proposed in the planning case.Secondly,through market research and market segmentation, the Beijing Yanjing eight unique skill archaizing furniture companys target audience identified as the Beijing social upper,upper-middle and Beijing commercial business hotel, resort hote, teahouse.Combined with their own resources, conditions and competitor analysis, positioning high-end archaizing Furniture with a royal cultural heritage. Finally, according to this market positioning