中小家具企业营销策略研究—以江西木牛家具为例.docVIP

PAGE PAGE II 摘 要 随着我国经济的快速发展，收入水平和生活水平逐步提高，消费者家具消费需求快速增长，同时由于家庭小型化和新建家庭增加，由于城镇化是大量农村人口向城镇迁移，房地产市场快速增长，在一定程度上促进了家具消费的持续增长，家具市场的迅速扩大，从而带动了家具产业的迅速发展。在家具业野蛮发展的快速扩张，为中小型家具企业提供了充足的发展空间，许多中小型家具企业把握行业发展契机，充分利用市场多元化发展的机会，迅速发展成长起来。十多年来的快速发展，家具市场逐步饱和，市场竞争日趋激烈，企业必须依靠品牌化、规模化打造企业竞争力，中小型家具企业如何在营销策略上作出相应的调整和改变，在企业经营发展上，成功实现企业转型，这是一个迫切需要解决问题。 本文运用营销战略理论和营销组合策略思想，从宏观经济发展和国家政策的研究入手，通过研究分析行业竞争环境和主要竞争对手的企业特点和竞争策略，分析研究家具业经营环境，提出中小型家具企业的竞争策略思路。结合赣州木牛家具的企业现状，研究木牛家具现行的营销策略，分析其营销中存在的问题，并针对其营销问题，提出相应的营销策略建议。期望本文的营销策略建议，对木牛家具企业发展有参考价值，能为中小型家具企业的发展提供借鉴。 【关键词】 木牛家具 市场竞争 营销分析 策略建议 Abstract With the rapid development of our economy, the new family and population growth, the income of urban and rural residents will be a corresponding increase, sustained growth will lead to a certain extent, furniture consumption, thereby promoting the rapid development of furniture industry. At present, the furniture industry competition is intense, dragons and fishes jumbled together, to a certain extent, affected the healthy development of the market, the need for marketing analysis of outstanding problems in enterprises, the strategies necessary. This paper starts from the analysis of wood furniture marketing strategy, consider from enterprises and the market factors, analysis of the current situation and existing problems of furniture enterprises, internal, external environment condition, carry out a detailed analysis, find out the advantages and disadvantages, opportunities and threats, the full market research, understand market trends, define the target market take on the sales process, and the product, price, channel, promotion strategy to analyze the rationality, scientific sex, put forward some suggestions for wood furniture companies, furniture strategy formulation and selection of practical, feasible optimization. 【Keywords】Mu Niu furniture market?competition marketing analysis Strategies and suggestions 目 录 TOC \o 1-3 \h \z \u 第1章 绪论 1 1.1论文研究的背景、目的及意义 1 1.1.1论文研究的背景 1 1.1.2论