Research On Market Strategy Of Furniture Store In FUSEN-NOBLE HOUSE

The research object in this thesis is market on dealer's store in the furniture mall of FUSEN-NOBLE HOUSE.In present market environment full of fierce competition,the furniture dealer as intermediate link,same as the other dealer of no direct-sale via furniture manufacturer,faces highly competitive pressure and high cost of running a store.In this thesis,a problem with generality to some extent,about furniture dealer running a store in furniture mall,associated with the furniture brand operated by ourselves in the procedure of running sale will be analyzed and the related strategy and method to solve the problem will be presented to be a reference for running a store of the dealer having a store in the other furniture mall.First,generic current situation and external environment about brand dealer in the furniture mall of FUSEN-NOBLE HOUSE will be analyzed,including detailed analysis from three angle: trade,macrography,micrography.In the proceeding of analysis to present trade situation,current situation of sale about brand store in the furniture mall of FUSEN-NOBLE HOUSE will be analyzed by use of 4P market theory,and market problems on brand store in the furniture mall of FUSEN-NOBLE HOUSE will be concluded through analysis with 4P and Service theory.And then,opportunity and threat faced by brand dealer in the furniture mall of FUSEN-NOBLE HOUSE will be gotten after macro and micro analysis of external environment about market of brand store in the furniture mall of FUSEN-NOBLE HOUSE with PEST theory and Porter's Five Forces Model.Further,strength and weakness of brand dealer in the furniture mall of FUSEN-NOBLE HOUSE will be summarized after analysis about internal environment of market of brand store in the furniture mall of FUSEN-NOBLE HOUSE,and then integrated with the opportunity and threat by use of SWOT theory,and analyzed to get the optimized market strategy of brand store in the furniture mall of FUSEN-NOBLE HOUSE.Finally,targeting market of brand store in furniture mall of FUSEN-NOBLE HOUSE will be analyzed via STP theory and managing of brand operated by ourselves,and strategy of positioning market will also be proposed.After integrating all analysis mentioned above,new combined strategy of marketing will be raised to market on brand store in the furniture mall of FUSEN-NOBLE HOUSE,and will be illustrated and advised via the actual case of brand store operated by ourselves.Guarantee action of actualizing the combined strategy of market mentioned above will be proposed and discussed at the end of this thesis.