Chinese Classical Furniture Marketing Strategy

Chinese traditional furniture has profound and rich connotation.These years,with the revival of traditional culture and diversification of consumption values,there exists abundant opportunities in this market.However,facing with the increasing rarity of furniture materials,the medium and small sized companies have many obstacles.On the one hand,they are short of breakthrough in product design and handcraft manuthcture,and meanwhile,cannot improve their competition ability by advanced managerial means.On the other hand,with absent knowledge of market and consumers' desires,these companies not only cannot produce out furniture which suit modern life,but also cannot exploit the market in homogeneous competition.Therefore,how to find out new keys to the stock in trade is the issue which requires serious consideration.Based on applying marketing theories and analyzing the industry data.with the principle of drawing specific case from the general,this paper first summarizes the general condition in the Chinese traditional fumiture industry,systematically analyzes its market environment,along with its opportunities and threats.Secondly,considering the actuality in management and marketing of Huamei company,finds the its present strength and weakness,which offer study basis for its marketing tactics.Finally,based on both exterior and interior analysis,with the orientation of solving problems faced in Huamei company's development and market exploitation,combining with market segmentation and target selection,this paper tries to provide an integrate solution for Huamei company's marketing tactics.