固装家具行业服务营销策略研究及存在问题分析—以粤林木业有限公司为例.docxVIP

PAGE PAGE 10 PAGE PAGE 1 内容摘要 从古至今，中国人一直延续使用木制品家具，木制品家具具有它自己独特的韵味和感官视觉。在多年的家具行业发展过程中，有许多存在的问题：传统家具品牌不是那么有优势，设计产品的创新能力程度不足，国内或国外贸易市场商业模式比较单一，大多数都是采用实体店，投标方式，熟人推荐方式。并且近年来环保查控越发严格，对生产家具的油漆，废物排放抓的越严。房地产公司气象也不是很好，回款周期长。如此一来，家具行业竞争越发激烈，许多家具公司经不起环保及回款周期长而倒闭。那么对于固装家具公司品牌的发展有何策略？对于回款周期长如何解决？对于家具公司内部存在问题解决方案？对于安装服务怎样加强？我们寻找契机，研究新的思路。 本文章以粤林木业有限公司的营销和发展作为出发点,并且融合家具行业发展目标、优势和劣势、机会和威胁、市场环境因素、企业运营的模式等方面进行比较深入的分析和研究。结合各种企业和国内外典型家具企业的营销方法优势和劣势,通过对家具企业实际运作方式和情况的分析,总结市场营销方法及其营销模式给企业带来的变化和发展,从而指出粤林木业有限公司发展、营销所存在的问题。 关键词：商业模式 营销方案 回款策略 发展现状 Abstract Since ancient times, Chinese people have been using wood furniture, which has its own unique charm and sensory vision. In the development process of furniture industry for many years, there are many problems: the traditional furniture brand is not prominent, the product innovation ability is insufficient, the business model of trade market is single, the entity store, bidding method and acquaintance recommendation method are basically used. And in recent years, environmental inspection and control have become more and more strict, and the more strict the production of furniture paint, waste discharge. The weather of Real Estate Company is not very good, and the payment cycle is long. As a result, the competition in the furniture industry is more and more fierce, many furniture companies can not afford to go bankrupt due to the long cycle of environmental protection and payment collection. So what are the strategies for the development of fixed furniture companys brand? How to solve the long collection cycle? Solutions to the internal problems of furniture companies? How to strengthen the installation service? We look for opportunities and study new ideas. Based on the marketing development of Yuelin Wood Industry Co., Ltd., this paper analyzes and compares the current situation of furniture industry, economic operation, enterprise characteristics, environmental factors and enterprise operation mode. Combined with the marketing