摘 要
改革开放以来,随着我国经济社会的不断发展进步,我国家具产业迎来了一个快速发
展的黄金周期,经过 30 多年的持续发展,目前我国家具产业的规模已经跃居世界第一,
行业总产值已经突破万亿大关,成为了世界上最大的家具生产国以及出口国。然而尽管整
个家具产业的规模在不断的膨胀,一个不容忽视的问题就是我国家具产业存在大而不强的
问题,面对日趋激烈的市场竞争环境,很多家具企业因为没有建立完善的营销策略,而陷
入了销售增长缓慢的处境。与此同时,众多国外家具生产巨头纷纷抢滩中国,这些外资家
具生产企业凭借雄厚的资金实力,良好的营销水平极大的冲击我国本土家具生产企业。在
此背景下,我国家具企业必须要适应市场环境的变化,尽快的调整企业的营销策略,这样
才能够在更加激烈的市场营销环境中赢得竞争优势,从而给企业的发展夯实基础。
本文选择北京 DF 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 SWOT 分析、PEST 分析、波特“五力分析”模型等多种分析方法,以市场
营销为写作主线,从 4P 理论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;营销策略;竞争优势;
ABSTRACT
With the continuous development of China's economic and social progress since the reform
and opening up, China's furniture industry has ushered in a rapid development of the gold cycle
into over 30 years of continuous development, the scale of China's furniture industry has ranked
first in the world, the industry total output value has exceeded one trillion mark, becoming the
world's largest furniture producing countries and exporting countries. However, despite the size
of the furniture industry as a whole is in constant expansion, one can not ignore the problem of
China's furniture industry big but not strong, in the face of increasingly fierce competition in the
market environment, many furniture companies because there is no marketing strategy caught in
a situation of slow sales growth. At the same time, many foreign furniture manufacturing giants
have vied for China, these foreign furniture production enterprises with strong financial strength,
a good level of marketing to our local furniture producers a huge impact. In this context, China's
furniture industry must be more changes in the market environment, the adjustment of marketing
strategy as soon as possible, so that it can establish a competitive advantage in a more intense
marketing environment, so as to lay a solid foundation for the development of enterprises. This
article to choose Beijing DF furniture company as the research object, Based on the actual
situation of the enterprise, points out that the present marketing situation and existing problems
on the macro environment and industry environment, profound analysis, market segmentation,
select the appropriate target market. This paper uses SWOT analysis, PEST analysis, Potter five
forces model and other methods, to marketing as the main line from the 4P writing, from the
perspective of the theory of marketing strategy combination is put forward, the enterprise finally,
put forward the improvement suggestions on marketing strategy from product innovation, new
product development and promotion, brand positioning.
KEY WORDS:furniture enterprises; marketing strategy; competitive advantage