Shenzhen XL Mahogany Furniture Company Market Positioning Research

Hongmu furniture industry although have the output of billions of tens of thousands of enterprises and the number of enterprises,Hongmu furniture sales concept is relatively backward,most enterprises are still the core of quality of product management,they are unable to cope with the increasingly fierce market competition,the enterprise's survival become difficult.Hongmu furniture enterprises need to shift from product management to brand management,to win the market competition.positioning theory has been proposed have a great influence on business and academia,by American Marketing Association named “the history of the greatest impact on the U.S.marketing concept”,through the research and practice of decades of development,the positioning theory has become an important branch of marketing theory.Positioning theory is used more and more in China,some enterprises have made remarkable achievements under the guidance of the theory of positioning,but the positioning of the case study about hongmu is rare.This article will use the positioning theory to Shenzhen XL Hongmu furniture company as a case study.The theoretical basis of this article is mainly based on the original series and Ries& Trout,by a large number of literature retrieval,points out the positioning theory in the system,the main points for open innovation category,positioning and competitive strategy of the main surface,multi brand strategy,promotion and dissemination of the six aspects,to facilitate user positioning theory retrieval.According to the characteristics of Hongmu furniture industry,this paper puts forward the possible location of the industry.This article through the use of Trout's positioning four step analysis.First of all,the Hongmu furniture industry analysis,competitor analysis,combined with the case of the company's marketing situation,find out the problem of the existence of the case company positioning.Such as positioning does not reflect the alienation of travel,not a unique value proposition,not focused,inadequate dissemination of investment and other issues.Then use the diamond positioning method to find the location,select the position,put forward ideas to solve the problem.The creation of a new class ofpaint Hongmu furniture in the minds of consumers,the implementation of health inheritance positioning,put forward "XL lacquer Hongmu furniture,easy to take care of the bacteria is not easy to remain healthy inheritance" positioning slogan.Finally,to find one or several credible proof of the positioning,focus strategy,focusing on the lacquer rosewood furniture category,to ensure the positioning system and implement effective communication.In this paper,the research on the market positioning of XL Hongmu furniture company provides a new angle of view for the marketing strategy of Hongmu furniture,which is of great significance to the industry.