在上述大背景下,本文运用营销管理理论和相关的分析工具,首先对深圳尊典家具
市场营销状况进行概述,在此基础上对深圳尊典家具市场营销所面临的宏观环境和微观
环境进行分析。其次根据后“达芬奇”时期消费者行为和家具营销的特点,运用STP策
略分析工具,通过分析问卷的数据,确定深圳尊典家具市场营销的目标市场和市场定位。
并据此制定4P (产品、定价、渠道、促销)组合策略。最后通过上述的分析,提出改进
深圳尊典家具营销管理的措施,以便达到深圳尊典家具市场营销的目的。
关键词:尊典家具;后“达芬奇”时期;消费者行为;营销策略
ABSTRACT
Furniture is the missing people's daily lives is not empty consumer goods, some degree
of improvement in people's living standard, consumption of residents in the demand for
furniture are also expanding, every year many new supermarkets appear to provide
high-quality furniture for local residentsproducts. In recent years, the global economic
landslide, China has also been some impact on countries to develop real estate control policy,
sales of furniture has been a great influence, but as a necessity of life of the people, furniture
sales in the spring there is always to to that day. Guangdong fixrniture has been leading in
quality and service in the country, in this era full of dangers and opportunities, it is the critical
period of Guangdong furniture in the country to establish a reputation and example.
Marketing management theory and related analysis tools in the above backdrop, this
paper, an overview of the first the Shenzhen Zundian furniture marketing situation facing on
the Shenzhen Zundian furniture marketing macro environment and micro environment, on
this basis. Second, according to the characteristics of consumer behavior and furniture
marketing of the Da Vinci period, the use of the STP strategy analysis tools through the
analysis of questionnaire data to determine target markets and market positioning of the the
Shenzhen Zundian furniture marketing. And accordingly develop a portfolio strategy 4P
(product, pricing, channels, promotion). Finally, the above analysis, suggest improvements to
the measures of the the Shenzhen Zundian furniture marketing management, in order to
achieve the purpose of marketing of the Shenzhen Zundian furniture market.
KEY WORDS: Real Estate; After a Period Of’ Da Vinci; Consumer
Behavior; Marketing Strategy
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