Research On Our Country Furniture Industry Marketing Channel

The marketing channel is one of the important elements of enterprise marketing combination, and it is the important means whether the enterprise can achieve the operation objectives and the enterprise's value. The Chinese household furniture market after experiencing the primitive accumulation, the preliminary development to the stage of development being blocked, the household furniture enterprise and the furniture circulation enterprise realize that if they want to sell more products, they need a sale circuit clinging more to the market development situation, and realize that the marketing channel as a kind of crucial strategic resources of enterprise need the good cultivation and the development. The furniture enterprise also pay more attention to the marketing channel's construction and management gradually.First, this article study from the furniture industry marketing channel's survey, analyze the universal question in the present furniture industry marketing channel, and propose the corresponding developing measures, through which can solve the surface and the general character question of the furniture industry marketing channel. Then it is the main question we should ponder deeply on how to promote the entire marketing channel's ability of sale, ability of carrying out, and the ability of driving.So, his article has further discussed the furniture industry marketing channel's control management. The marketing channel controlling of the furniture enterprise is quite extensive and lack of consciousness of the channel controlling too. Therefore, the author proposed the furniture industry marketing channel's control flow as well as the control policy in this chapter. Only the marketing channel has been controlled effectively, the management may output effectively to the channel member, which is advantageous to the realization of the enterprise marketing goal, the marketing strategy, and channel strategy. And it can also provide the safeguard for the construction the channel power system. Finally, the author constructed furniture industry marketing channel power model. Along with the furniture enterprise's growth and the scale expanding gradually, the original enterprise development's power appeared the insufficiently, even lost power to continue to make strong greatly. Taking the channel as the enterprise development power, the author has constructed the channel power system taking the channel policy, the partner marketing, the brand marketing, the channel conformity, the channel innovation as well as the channel conflict as the power supply , introduced the power system working pattern, and proposed to control channel power system through the driving power tactics.