Research On Mass Customization Marketing Strategy Of Beijing HW Furniture Manufacturing Co., Ltd

Demand for furniture consumers has become increasingly personalized and diversified with the increasingly fierce competition environment in the furniture market.In the furniture industry of China,middle and small-sized enterprises(SMEs)still domain the whole market though their relatively lagged marketing strategies.Most of the products are output in the form of their original equipment manufacturer(OEMs),hence there are few Chinese brands in current foreign markets.Nowadays,Chinese furniture industry is gradually developing and expanding with the escalation of consumption.A vast number of furniture manufacturing enterprises with market excellent competitiveness have emerged,such as Europa,Shang Pinjiao,and Meikemeijia.Some marketing concepts have gradually been transitioned from productoriented to market-oriented by a few companies.The traditional marketing model of“product-centered” large-scale production can no longer meet the needs of furniture marketing under the new constant-changed situations.Mass customization marketing shows a strong vitality in face of increasingly diversified and dynamic customer demands.Therefore,a systematic research on mass customization marketing model is studied based on Beijing HW Furniture Manufacturing Co.,Ltd.(hereafter referred to as HW furniture).Due to the principle of combining theory with practice,literature retrieval,comparative research methods,and marketing theory are adopted to analyze the research status of mass customization and its marketing at home and abroad.Based on4 P theory,the origin,concept,characteristics and advantages of the mass customization marketing concepts are detailed and furthermore the way to realize mass customization marketing.Some potential problems existing in the marketing of HW furniture and its root causes are pointed out through the analysis of the domestic furniture market environment and the status quo of HW furniture.Therefore,the necessary for HW furniture to implement large-scale customization marketing is analyzed in detail.Then elaborated segmentation,target market,and market positioning for the HW product are discussed in combination with the SWOT theory and the current pros and cons of HW furniture.Finally,we formulate a strategy to implement mass customization ofmarketing based on HW furniture.Respectively,product strategy,pricing strategy,channel strategy and sales promotion strategy.The research results of this article propose a series of improvement measures that are more comprehensive and feasible for large-scale customized marketing of furniture companies,and have a guiding role in improving the level of marketing management and the competitiveness of furniture companies.