The Study On The Framework Of The Green Marketing Of The Modern Furniture Companies

After entering WTO, our furniture industry has gained great development. New materials, new equipments, new processing, new technology as well as new foreign furniture style all offer hotbeds for the quick development of Chinese furniture industry. Moreover, our furniture industry is playing a more and more important role in the international furniture industry as the same time obtaining fast development.The principal part of the thesis is the framework of the green marketing of the modern furniture companies. The method this thesis uses is combining theory and practice cases in order to establish a comparative complete and highly feasible green marketing framework. Meanwhile, the thesis focuses more on the pith and expound in details.After brief introduction of the contents and procedure of green market analyses, the thesis gives a specific analysis of the current situation of furniture companies and its marketing. And it unfolds chiefly from the following two aspects, the macroscopic and microscopic environments. And then in the SWOT interpretation concretely analyzes the opportunities, threats, strengths and weaknesses. It investigates on the consumers'recognition of green furniture and the influence on the purchasing power to a small extent. And then based on it, it segments the green furniture market through some critical affecting factors such as sexual distinction, age, educational background, attitude and so on.In the Green Marketing Strategy, this part of content is the most critical in the whole thesis, consisting of green CIS strategy, green product strategy, green pricing strategy, green distributing strategy, green promotional strategy as well as the recycling presumption of green furniture and the establishment of the green service system, total six parts of contents. It offers a set of comprehensive reasonable and highly effective green marketing plan for those furniture companies of the utmost interest in launching green marketing. At the same time it combines large quantities of classic furniture marketing cases in the furniture industry, such as Ikea, Qumei, Markor, Dafuhao, Landbond, Huayuanxuan and so on, whose reputation is known both home and abroad. All of these add consequential effect when working out a marketing plan.