香港红苹果家具的营销策略分析 .docVIP

香港红苹果家具营销策略分析 PAGE PAGE I 香港红苹果家具的营销策略分析 中文提要 总体来说,家具行业是一项有一定发展前景的产业,目前承担着我国大约6. 5%的国民生产总值, 成为我国的一项支柱性产业,其在未来发展过程中,虽然会经历一些坎柯波折,关键是在于如何去把握机遇,抓住城镇化发展的市场,将家具产业与人居环境关系紧密相连,成为人居环境的创造者、保护者,促使家居产业持续健康发展。在此背景下，本文选择家具企业营销策略这一课题进行研究，希望能够为家具企业的营销策略的改进带来有益思考。本文选择香港红苹果家具公司为研究对象,立足于企业实际情况,指出企业营销现状及存在的问题,对宏观环境及行业环境进行深刻分析,对市场进行细分,选择适合的目标市场。本文运用了STP理论分析方法,以市场营销为写作主线,从SOWT分析的视角提出了该企业的营销策略组合,最后,从产品创新、新产品开发推广、品牌定位等方面对营销策略提出改进建议。 关键词：家具企业； 消费者行为；营销策略； The Hong Kong red apple furniture marketing strategy analysis Abstract Furniture industry as a pillar industry in our country, to our country about 6. 5% of the gross national product (GNP), the development of furniture industry in the future, the experience camp, twists and turns, in general, the furniture industry is a good development prospects of industry, the key is lies in how to grasp the opportunity, seize the urbanization development of the market, the furniture industry and living environment relations are closely linked, become the creator and protector of human environment, to promote household industry sustainable and healthy development.In this background, this article choose furniture enterprises marketing strategy through the research of this subject hopes to bring furniture enterprise marketing strategy to improve good thinking.This paper choose the Hong Kong red apple furniture company as the research object, based on the enterprise actual situation, points out that the enterprise marketing present situation and existing problems, and deep analysis on the macro environment and industry environment, subdividing the market, choose suitable target market.Analysis method in this paper, with the STP theory, writes with marketing as the main line, from the perspective of SOWT analysis, put forward the enterprise marketing strategy combination, finally, from the product innovation, new product development promotion, brand positioning of marketing strategy put forward Suggestions for improvement Key words： furniture enterpri