Research On Brand Culture Marketing Optimization Strategy Of ZS Mahogany Furniture Company

In recent years,with the rapid development of the national economy,the demand of people for cultural products is growing.As the traditional treasure of Chinese culture,mahogany furniture is rich in cultural connotation and is favored by consumers.However,due to the rapid increase in the price of international raw materials of mahogany and the serious homogenization of the product market,it has severely hit consumer confidence.From the perspective of mahogany furniture enterprises,the increasingly fierce market competition makes it difficult for traditional marketing management models to adapt to the challenges brought by market situation changes and to meet the consumer demand.In the face of difficult business conditions,if mahogany furniture enterprises want to occupy a certain position in the market,they must reform and innovate in the marketing model;take advantage of opportunities in the social and cultural development;explore the cultural connotation of mahogany funiture products and mobilize consumer enthusiasm.These help the enterprisesto achieve a place in the ever-changing market environment.This paper takes ZS Mahogany Furniture Company as the research object.Its cultural marketing strategy has been discussed and studied.Firstly,the background and the object ofthis paper were described.Secondly,using the cultural marketing theory,the paper analyzed the problems existing in the cultural marketing of ZS Mahogany Furniture Company from theanalysis of the marketing environment and the status quo of cultural marketing it was faced.Then the strategic means was summarized and analyzed for the company's cultural marketing in the next step,by adopting the SWOT analysis method to analyze the advantages and disadvantages,the opportunities and risks of the current operation.Thirdly,STP strategy wasused for the market positioning and analysis of ZS Mahogany Furniture Company.Finally,the suggestions and opinions on the company's cultural marketing were put forward via using 4Pstrategy;the cultural marketing strategy was summarized from five aspects of product,price,channel,promotion and service and a feasibility plan of the cultural marketing in ZS Mahogany Furniture Company was constructed and optimized.