Study On Marketing Mix Of Shandong Meika Furniture Manufacturing Co.,Ltd

Shandong Meika Furniture Manufacturing Co.,Ltd.is an export-oriented production and sale enterprise,that was established in 2003.It mainly produces and exports medium and low-end commercial restaurant furniture,parts and accessories which are generally found in western restaurants,bars,coffee shops and other places.In addition to the regular restaurant furniture,the company can also process products depending on buyer's samples or drawings,provide customized products and other services.Up to now,the products are mainly exported to the United States,Canada,the United Kingdom,Australia and other countries and regions.In recent years,due to changes in the external environment and internal problems of the company,the lack of customers and orders in this company has caused it to face crises.Aiming at the marketing problems of Meika furniture,this thesis uses the service marketing theory to study.In accordance with the idea of "proposing a problem?analyzing the problem?solving the problem",this thesis mainly studies at four levels.Firstly,This thesis puts forward the marketing problem of Meika furniture,clarifies the purpose and significance of the research,and sorts out the theories related to marketing.Secondly,analyze the problem.According to the sequence from macro to micro,analyze the external marketing environment through PEST and Michael Porter's Five Forces Model,and then analyze internal resources and capabilities of Meika furniture.Then use SWOT analysis tool to match internal and external factors to seek the most suitable marketing development direction.On the basis of the marketing theory,identify and analyze marketing problems and reasons through interviews and customer satisfaction questionnaires.Thirdly,determine market targeting,market positioning based on STP process and determine marketing guiding concept.Then in terms of the 7Ps service marketing theory,make detailed and feasible marketing mix for Meika furniture.Fourthly,in order to ensure better implementation of the marketing mix,make a series of safeguard measures that include organizational reform,employee motivation,risk warning and so on.In short,the purpose of this thesis is to contribute to Meika furniture to set up competitive marketing mix and reverse its marketing dilemma,realize the effective operation and move toward to OBM.First of all,classify products and make them with high quality and features,with flexible pricing tactics and diverse promotional methods,and deliver value to customers through traditional and new channels.Furthermore,treat internal employees and external partners as marketing partners,and make a vivid image and service process management measures for Meika furniture.This thesis has guidance value for the marketing of furniture manufacturing enterprises in the modern era.