Research On The Internet Marketing Channels Of C Furniture Company

Since the beginning of the 21st century,China's furniture industry has developed rapidly from a subsidiary industry to a large and developed market segment.However,in recent years,the growth rate of China's economic development has slowed down,and it has changed from high-speed growth to medium-high-speed growth.Moreover,the market shows signs of overcapacity,and the furniture industry has entered the adjustment period after high-speed growth.There are many reasons for this situation,such as the high cost of raw materials,the degradation of consumers' consumption ability under the pressure of economic downturn,the cruel competition of homogeneous products in the market,and the inability of traditional marketing methods to meet consumers' demands.One of the important reasons is the contradiction between the traditional marketing mode and consumers'purchase demand.In recent years,the Internet has developed rapidly,which makes the Internet gradually become one of the most important links in People's Daily life,study and work.From the current social development trend,the development of all walks of life are inseparable from the network sales,the development of marketing channels for the furniture market has a far-reaching impact.It can be seen that the development of traditional marketing channels in the furniture industry is fraught with difficulties,while the development potential of online marketing market in the furniture industry is highly anticipated.Online sales in the furniture industry will become a new marketing channel with a very broad market prospect and infinite possibilities.In recent years,the explosive growth of Internet marketing in China has attracted the attention of C furniture company.Since 2016,C furniture company established the e-commerce department and began to introduce online marketing channels.In this paper,C furniture company in caoxian county,shandong province was selected as the research object,and the network marketing channel strategy of C company was studied and analyzed in depth,hoping to provide more research experience and design guidance on channel strategy for China's furniture industry to carry out network marketing.This paper first elaborated the research goal and the significance,has clarified the research main content;Secondly,the literature of network marketing channels at home and abroad is reviewed,and the theoretical basis of network marketing and marketing channels is discussed on the basis of literature review.After the preparation,on the basis of the status quo of network marketing channel in this paper,the C company conducted a comprehensive analysis,according to the C company's current internal and external factors and the enterprise long-term development planning,using the STP marketing,analysis,questionnaire survey,data statistics,etc to C company market segmentation,target market selection,market positioning for scientific analysis,put forward the suitable for C company's network marketing channel design.Through analysis,the main drawback of C company to carry out the network marketing is the region by supporting infrastructure,network marketing is not complete,the company export orders to reduce conflict,online marketing,network marketing personnel quality is low enough,the brand influence,these factors are C company major obstacles for the development of network marketing.However,through reasonable product positioning,market segmentation research and scientific division of labor and cooperation through online and offline channels,the above disadvantages of C company can be avoided to the greatest extent,which will provide strong support for C company and domestic furniture enterprises in the online market competition,and add new engines and innovate growth rate.The network marketing channel strategy designed in this paper for C furniture company mainly includes the creation of official website,search engine marketing,and promotion through the third-party platform.Finally,in order to ensure the network marketing channel strategy designed to achieve the expected marketing effect,put forward a series of implementation guarantee,including price strategy,promotion strategy,logistics strategy,service strategy combined with integrated marketing strategy and the corresponding human resources optimization,network technical support,organizational structure adjustment.