Research On Precision Marketing Strategy Of YH Office Furniture Company

As the development of national economy,the consumption level of Chinese residents has been greatly improved,the quality of products and services continues to improve,and people have higher requirements for the comfort of the daily office environment.Office furniture products and services are closely related to people's daily lives.Thus,this market has strong development potential.As the largest city in the west,Chengdu is the financial center of the western region.Companies from all over the world gather here and bring countless business opportunities to the entire furniture market.As a western economic and financial center,Chengdu has a strong industrial radiation capability,and many large enterprises' furniture purchases are also completed here.Domestic brands have occupied a part of the market,and well-known foreign brands have entered the market,bringing a big impact to the entire industry.Therefore,Chengdu market is very important for office furniture manufacturers,and the competition is also very fierce.This paper will study and adjust the sales strategy of YH company,find out the precise marketing plan,guide the marketing work,avoid disproportionate input and output,and expand the market.Through market analysis,this paper helps YH company develop appropriate products,select appropriate marketing methods,and provide services that meet the actual needs of customers.Through the technical means of precision marketing,the company's work direction is pointed out,with the ultimate goal of improving customer satisfaction and loyalty,and forming a stable customer consumer group,thus promoting the healthy development of the company.In the first chapter of this paper,the PEST analysis method is used to introduce the development of the home industry under the current political and economic situation in China,and further it analyzes the market potential of the furniture industry in Chengdu,Sichuan,and the significance of the analysis and research of YH office furniture company.The second chapter defines the concept of “precise marketing”,and summarizes the research conclusions of “precise marketing” at home and abroad;In addition,it sorts out the six steps of the development and implementation of precise marketing strategies,and the concept of related marketing strategies.The third chapter introduces the general situation of YH office furniture company.Firstly,it introduces the basic information such as the establishment,mission and organizational structure of YH office furniture company,introduces its current business status,and points out the advantages and defects of YH.Porter's five-force analysis model analyzes the competitive position and competitiveness of YH office furniture company in Chengdu.The fourth chapter is based on the company profile,regional competition,industry development and other information introduced in the previous section,summarizes the problems existing in the current business of YH office furniture company,and analyzes the main reasons for the problems.The fifth chapter is based on the problems pointed out in the fourth chapter,using the marketing methods and strategies introduced in the previous section,based on the steps of precision marketing,to design the precise marketing plan of YH office furniture company.The sixth chapter is to supplement the marketing plan proposed in Chapter five which is the supporting system that YH office furniture company should strengthen to optimize the implementation of the program.The seventh chapter is a summary of the full text.