Marketing Strategy Study Of AB Furniture Company

China furniture industry developed very fast and has been prosperous in the resent ten years with the improvement of living standards of residents and the fast development of China estate industry. No matter for domestic market or overseas export, China furniture industry contributes a lot for the employee opportunities and production value. Furniture industry has become to be a fast-developing manufacturing industry in whole industry and has a very big capacity in market. With the rigid demand on housing and the promotion of urban-rural integration, there is still a lot of room and potentials for furniture industry. But there are so many problems in this industry. Many companies with different level of quality compete in the same and narrow market and channel; the difficulties about cost, quality, brand and management are everywhere. There are big gap between China furniture industry and the international average level. The No.1brand of China furniture industry hasn’t appeared yet. There is a long way for China furniture industry to go to realize modernization.The study object of this thesis, AB Company, locates in Southwest Furniture Manufacturing zone which is one of the five biggest furniture zones in China. AB Company is also one of the best companies in China furniture field. She developed with the development of China furniture industry as a local private enterprise. Her experience and problems can provide reference and case study for the whole industry. The thesis hopes to seek the strategy and steps for AB’s future and also provides some proposal for AB and other furniture companies to develop into the leading brand of China furniture industryThe thesis includes5parts:Charter Ⅰ is the introduction, which indicates the study background, related theories and logistic of the thesis. Charter Ⅱ introduces the furniture industry and Company AB’s conditions. Charter Ⅲ is the analysis of AB’s marketing environment, which uses PEST, SWOT and Potter five-power weapon as tools. Charter IV is the analysis of AB’s Marketing Strategy, which focus on AB’s current situation and which way AB should choose in the future. Charter V is about AB’s marketing tactics and implementation guarantee, which uses the Marketing theory and puts forward the proposals of which tactics AB should choose and how to implement the tactics.