Research On Marketing Strategy Of Qing Xian Sun And Moon Mahogany Furniture Factory

Chinese mahogany antique furniture has a rich cultural connotation,with carrying forward the traditional culture of China and the rising prices of raw materials mahogany,mahogany antique furniture enterprises ushered in a huge market opportunity。However for small and medium enterprises in the industry is still the mainstream status,the way the furniture design in lack innovation,product homogeneity serious,and not the scientific marketing management means to improve the competitiveness of enterprises.And secondly,most small rosewood furniture production enterprises did not take the science on the market and consumer demand for detailed understanding,leading enterprises in the product homogeneity of serious situation under the lack of core competitiveness.Three economic and political situation changes,a direct impact on the trade situation of the whole classical mahogany furniture market,nearly two years of annatto furniture industry also experienced a major reshuffle of the survival of the fittest.Furniture market competition is becoming increasingly fierce,for the Chinese rosewood furniture in small and medium enterprises,if you want a stable business,grow and develop,to take effective marketing strategy to expand its product share of the market share.Through the analysis of the present situation of the Qingxian County sun and moon Ming mahogany furniture factory,understand the problems existing in the enterprise.Using the marketing management theory to analyze the internal and external environment of the Qingxian County sun and moon Ming mahogany furniture factory,through the SWOT analysis method,understanding the advantages and disadvantages of the Qingxian County sun and moon bright mahogany furniture factory.Situation through questionnaire survey to understand mahogany furniture market and Qingxian Sun Ming rosewood furniture factory of customer demand and use STP theory to determine the target market,combined with the characteristics of the products of enterprise to make scientific positioning of market competition.At the same time,the product strategy,the price strategy,the channel strategy,the consumer strategy and the promotion strategy are effective measures in the enterprise marketing process.Aimed at the development of the Qingxian County sun and moon Ming rosewood furniture factory marketing strategy,to promote the sale of antique furniture and antique furniture products.It also provides reference for other similar Qingxian County sun and moon Ming mahogany furniture factory mahogany furniture enterprises.