I 摘要 本文研究对象是富森美家居家具卖场经销商门店的营销。作为中间环节的非 直营家具经销商在当前竞争激烈的市场中，需要面临巨大的市场竞争压力以及很 高的运营成本。本文针对在家具卖场开设门店的家具经销商，结合自营的家具品 牌在营销运营中存在的具有一定普适性的问题展开分析并提出解决问题的对策与 措施，以期对其他在家具卖场开设门店经销商的门店经营有所借鉴。首先,对富森 美家居家具卖场品牌经销商的一般现状与外部环境进行分析，具体从行业，宏观， 微观三个角度进行分析。对所处的行业形势进行分析时，运用 4P 营销理论分析富 森美家居家具卖场品牌家具门店目前的营销现状，并结合服务内外动因理论总结 出富森美家居家具卖场品牌家具门店存在的营销问题，然后运用 PEST 理论和波 特五力模型等理论对富森美家居家具卖场品牌家具门店营销的外部宏观和微观环 境进行分析，并得出了富森美家居家具卖场品牌经销商所面临的机会和威胁。然 后对富森美家居家具卖场品牌家具门店营销的内部环境进行分析，得出了富森美 家居家具卖场品牌家具经销商的优势和劣势，再结合其面临的机会和威胁并进一 步运用 SWOT 理论分析总结出富森美家居家具卖场品牌家具门店的最优营销策 略。最后，运用 STP 理论结合自营品牌的运营分析富森美家居家具卖场品牌家具 门店的目标市场，提出市场定位策略，然后综合以上分析对富森美家居家具卖场 品牌家具门店营销提出新的组合营销策略，并结合自营品牌家具门店的案例进行 说明和建议，最后提出实施以上组合营销策略的保障措施并进行探讨。 关键词，富森美家具卖场，门店，经销商，SWOT，STPABSTRACT II ABSTRACT The research object in this thesis is market on dealer’s store in the furniture mall of FUSEN-NOBLE HOUSE. In present market environment full of fierce competition, the furniture dealer as intermediate link, same as the other dealer of no direct-sale via furniture manufacturer, faces highly competitive pressure and high cost of running a store. In this thesis, a problem with generality to some extent, about furniture dealer running a store in furniture mall, associated with the furniture brand operated by ourselves in the procedure of running sale will be analyzed and the related strategy and method to solve the problem will be presented to be a reference for running a store of the dealer having a store in the other furniture mall. First, generic current situation and external environment about brand dealer in the furniture mall of FUSEN-NOBLE HOUSE will be analyzed, including detailed analysis from three angle: trade, macrography, micrography. In the proceeding of analysis to present trade situation, current situation of sale about brand store in the furniture mall of FUSEN-NOBLE HOUSE will be analyzed by use of 4P market theory, and market problems on brand store in the furniture mall of FUSEN-NOBLE HOUSE will be concluded through analysis with 4P and Service theory. And then, opportunity and threat faced by brand dealer in the furniture mall of FUSEN-NOBLE HOUSE will be gotten after macro and micro analysis of external environment about market of brand store in the furniture mall of FUSEN-NOBLE HOUSE with PEST theory and Porter's Five Forces Model. Further, strength and weakness of brand dealer in the furniture mall of FUSEN-NOBLE HOUSE will be summarized after analysis about internal environment of market of brand store in the furniture mall of FUSEN-NOBLE HOUSE, and then integrated with the opportunity and threat by use of SWOT theory, and analyzed to get the optimized market strategy of brand store in the furniture mall of FUSEN-NOBLE HOUSE. Finally, targeting market of brand store in furniture mall of FUSEN-NOBLE HOUSE will be analyzed via STP theory and managing of brand operated by ourselves, and strategy of positioning market will also be proposed. After integrating all analysis mentioned above, new combined strategy of marketing will be raised to market on brand store in the furniture mall of FUSEN-NOBLE HOUSE , and will be illustrated and advised via the actual case of brand store operated by ourselves. Guarantee action of actualizing theABSTRACT III combined strategy of market mentioned above will be proposed and discussed at the end of this thesis. Key words:FUSEN-NOBLE HOUSE Furniture Mall, Store, Dealer, SWOT, STP目录 IV 目 录 摘要...............................................................................................................................I ABSTRACT .....................................................................................................................II 目 录..............................................................................................................................IV 第一章 导言.................................................................................................................... 1 1.1 研究背景与意义 ................................................................................................ 1 1.2 研究目标 ............................................................................................................ 2 1.3 研究方法及分析思路 ........................................................................................ 2 1.4 论文的主要内容和框架 .................................................................................... 3 1.5 相关理论综述 .................................................................................................... 4 1.5.1 市场营销定义 .......................................................................................... 4 1.5.2 波特五力模型 .......................................................................................... 5 1.5.3 PEST 理论................................................................................................ 6 1.5.4 SWOT 理论.............................................................................................. 7 1.5.5 STP 理论 ................................................................................................... 8 第二章 富森美家居家具卖场品牌家具门店营销现状与问题.................................. 10 2.1 自营品牌简介 ................................................................................................... 10 2.2 卖场品牌家具门店营销现状 ...........................................................................11 2.2.1 产品现状 .................................................................................................11 2.2.2 价格现状 ................................................................................................ 12 2.2.3 渠道现状 ................................................................................................ 14 2.2.4 促销现状 ................................................................................................ 15 2.3 营销中存在的问题 .......................................................................................... 15 2.3.1 产品同质化严重 .................................................................................... 15 2.3.2 销售渠道单一 ........................................................................................ 16 2.3.3 服务模式初级 ........................................................................................ 17 2.3.4 价格体系混乱 ........................................................................................ 17 2.3.5 营销团队培训较弱 ................................................................................ 18 第三章 富森美家居家具卖场品牌家具门店营销外部环境分析.............................. 19 3.1 PEST 分析......................................................................................................... 19 3.1.1 政治环境 ................................................................................................ 19目录 V 3.1.2 经济环境 ................................................................................................ 20 3.1.3 社会文化 ................................................................................................ 21 3.1.4 科技环境 ................................................................................................ 22 3.2 波特五力分析 .................................................................................................. 23 3.2.1 现有同行间的竞争 ....................