The Research On The Marketing Strategy Of Beijing DF Furniture Company

With the continuous development of China’s economic and social progress since the reformand opening up, China’s furniture industry has ushered in a rapid development of the gold cycleinto over30years of continuous development, the scale of China’s furniture industry has rankedfirst in the world, the industry total output value has exceeded one trillion mark, becoming theworld’s largest furniture producing countries and exporting countries. However, despite the sizeof the furniture industry as a whole is in constant expansion, one can not ignore the problem ofChina’s furniture industry big but not strong, in the face of increasingly fierce competition in themarket environment, many furniture companies because there is no marketing strategy caught ina situation of slow sales growth. At the same time, many foreign furniture manufacturing giantshave vied for China, these foreign furniture production enterprises with strong financial strength,a good level of marketing to our local furniture producers a huge impact. In this context, China’sfurniture industry must be more changes in the market environment, the adjustment of marketingstrategy as soon as possible, so that it can establish a competitive advantage in a more intensemarketing environment, so as to lay a solid foundation for the development of enterprises. Thisarticle to choose Beijing DF furniture company as the research object, Based on the actualsituation of the enterprise, points out that the present marketing situation and existing problemson the macro environment and industry environment, profound analysis, market segmentation,select the appropriate target market. This paper uses SWOT analysis, PEST analysis, Potter "fiveforces" model and other methods, to marketing as the main line from the4P writing, from theperspective of the theory of marketing strategy combination is put forward, the enterprise finally,put forward the improvement suggestions on marketing strategy from product innovation, newproduct development and promotion, brand positioning.