定制家具行业-尚品宅配的营销策略研究.docxVIP

PAGE 9 摘要 家具自古以来便是人们不可或缺的器具设施大类，在满足人们日常的功能需求的同时，也成为了物质生活水平高低的体现以及生活文化的体现。如今定制家具正成为许多传统家具制造企业争相进入的新发展方向。 目前的定制家具行业中，以欧派，索菲亚，尚品宅配和好莱客为主的定制家具“四剑客”为行业的领先企业，并分享了定制家具行业中绝大部分的收入，但不断进入的新企业也在这一新兴市场中努力争取自己的一席之地。经历了几年的野蛮发展后，在巨额的推广及管理成本下，定制家具市场出现了毛利率高但净利润低的情况，定制家具行业也在相关工艺上缺乏行业的标准，并且随着智能家居这一新兴概念的崛起，将会对定制家具产生一定的冲击，定制家具的相关企业将会有更大的竞争压力。 本文将对定制家具企业尚品宅配进行研究，结合目前定制家具行业的现状和存在的问题，对尚品宅配的市场营销策略进行分析，发现其存在的问题，并提出相关建议，以促进企业更好地发展，提高市场竞争力。 关键词：尚品宅配；定制家具；营销策略 Research on Marketing Strategy of Shangpin Home Collection Abstract Since antiquity, furniture has been an indispensable appliancefor people. It not only meets peoples daily functional needs, but also reflects the level of material living standards and life culture. Nowadays, custom-made furniture is becoming a new development direction for many traditional furniture manufacturing enterprises. In the current customized furniture industry, the four swordsmen of customized furniture, mainly including Oppein, Sofia, Shangpin Home Collection and Holaker, are the leading enterprises in the industry, and share most of the income in the customized furniture industry. However, new enterprises entering the industry are striving for their own place in this emerging market. After several years of savage development, under the huge promotion and management costs, the customized furniture market has a situation of high gross profit but low net profit. The customized furniture industry also lacks industry standards in related technologies. With the rise of the new concept of smart home, it will have a certain impact on the customized furniture, and the relevant enterprises of customized furniture will have a greater impact Competitive pressures. In this paper, I will study the Guangzhou Shangpin Home Collection,combine with the situation of the custom furniture industry and the problems they have,analyze itmarketing strategy, find the problem, and give my suggestionto make it better and improveits market competitiveness. Key words: Shangpin Home Col