潍坊银座家居于 2011 年 4 月进入潍坊市场，同年 6 月，国内家居连锁巨头
红星美凯龙潍坊店也正式营业，加之潍坊当地原有的中百益家园等家居商场积极
扩张，短短一年内就将潍坊家居业的竞争推上一个高点；与此同时，国家宏观紧
缩的调控政策对房地产业冲击巨大，购房数量剧减，间接影响到家居零售业的销
量；另外，由于看中家居行业的巨大潜力，近些年进入家居流通领域的各品类品
牌数量不断增加，每个品类都有众多的品牌参与到市场竞争，导致行业利润率逐
渐降低。以上多种因素共同作用，使得当前家居行业在经历了前几年的高潮后落
入了一个低谷。消费者购买欲不强，传统以价格战为主的促销活动效果不佳，家
居零售企业不得不转变营销思路，寻求新的利益增长点，建立以消费者需求为导
向的新的营销途径。
本文在梳理国际国内家居市场发展现状的前提下，重点对潍坊银座家居的企
业内部经营环境、外部宏观环境及竞争环境进行系统的研究整理，通过对供应商、
消费者的意见进行调查分析，以“4Ps”营销策略组合为核心指导理论，并结合
零售业较为前沿的营销理论，试图探索出一条适应当前经营形势的、最大限度满
足消费者需求的营销思路，从而强化品牌形象，提升企业的综合竞争实力。
关键词：银座家居；环境分析；消费者需求；营销策略
Abstract
Home retail is an important branch and an crucial part of today's
retail industry. Home retail and supermarkets, department stores, home
appliances together form the four pillars which support retail
development business category. Integrated home shopping is an important
business condition among home retail. With the rapid economic development
and people’s living standards rising of our country, home shopping grew
rapidly in the past decade. It has now become one of the main channel of
household products for urban residents and an important choice for many
consumers to buy household products.
Weifang Green Home entered the Weifang home market in April 2011, in
June the same year, the giants of the home chain Macalline Weifang store
officially opened. Additionally, the Weifang native Benefit home and
other home shoppings’ aggressive expansion pushed the Weifang home
industry competition onto a high point just in one year time. At the same
time, the national macro-tightening control policies are a huge impact
on the real estate industry, and buyers dramatic reduction indirect
effects to the domestic retail sales; In addition, the enormous potential
of the domestic home industry attracts a large number of home brands into
the home industry, and each category has a large number of brands to
participate in market competition, resulting in industry profit margins
decreased. The above combination of factors make the current home industry
fall into a trough from the top. Because of the weak desire to purchasing
and the ineffective promotional activities of the traditional price war,
the domestic home retail business has to change the marketing ideas to
seek new growth points of interest and the establishment of consumer
demand for new marketing channels.
This article studied the enterprise business environment, the
external macro environment and the competitive environment of Weifang
Green Home by combing the international and domestic home market
development status. This article attempts to explore marketing ideas
which adapt to the current business situation to maximize the demand of
consumers, reinforce the brand image and enhance the corporate overall
competitive strength according to investigations and analysis of the
suppliers and consumers and the 4Ps marketing strategy.
Key words: Green Home ,Environmental analysis ,Consumer demand, Marketing
strategies
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