Research On Marketing Strategy Of HY Mahogany Furniture Co., Ltd

Decades of reform and opening up, China’s furniture industry has been rapiddevelopment, has become an important part of our social and economic developmentof the national economy plays an increasingly important role. In recent years, with therevival of traditional Chinese culture and the market value of raw materials rising,Chinese rosewood furniture there is a tremendous market opportunity. This industry,however, small and medium enterprises still occupy the mainstream position, take themarketing tools are relatively backward in terms of furniture design is to copy thelack of innovative homogenization. Therefore, the furniture market competitionbecomes more intense, Chinese furniture enterprises must adopt effective marketingstrategies to expand market share and win the opportunity to grow and develop.This paper is the use of marketing management theory, started on the HY rosewoodfurniture marketing strategy research. Through the analysis of the furniture industrydevelopment situation at home and abroad as well as in the enterprise, the externalenvironment of HY company, SWOT analysis, to find their own strengths andweaknesses, opportunities and threats in the clear, and the investigation and analysisof the actual market environment on the basis of, grasp the future trend of the market,define the target market of the enterprise, combined with its own characteristics ofproducts to make the correct market positioning, but also on the marketing process isapplied to the product strategy, price strategy, channel strategy and promotion strategy,make deep analysis and interpretation. The purpose is to find a suitable HY mahoganyfurniture marketing strategy, open the new marketing situation, make the enterpriseget the continuous growth. At the same time also for other similar HY companymahogany furniture enterprise to provide the reference.