Research On Marketing Strategy Of Mahogany Furniture For TSG Enterprises

Due to the government's proposal of the concept of "The house is used to live and no speculation" in 2018 and the restriction of related policies,housing prices have a peaking trend in stages.With the impact of Sino-US trade war and increasing economic downward pressure,the retail sales of furniture market and Export trade value have both declined in the past two years.This phenomenon has made the competition in the industry more intense,especially the mahogany furniture industry has performed more prominently.Because the value of mahogany furniture mainly depends on raw materials and technology,the growth cycle of precious wood is slow,and the cutting is too rapid,resulting in the embarrassing situation of rare and rare raw materials.As far as the current situation is concerned,China's mahogany furniture industry still has a relatively large number of small and medium-sized enterprises.The style and functional design are copied,the innovation ability is poor,the homogenization is serious,the marketing methods are backward,the raw material imports are limited,and the phenomenon of substandard charging is becoming more and more serious.As a result,the mahogany furniture industry has entered a cold and frozen period,and influential companies are rare.Therefore,it is necessary for China's mahogany furniture industry to strengthen marketing awareness and adopt reasonable marketing methods to achieve the purpose of expanding market share.Tang Shun ge Mahogany Furniture Co.,Ltd.(referred to as TSG),which is to be studied in this article,was established in 2006.It is a comprehensive enterprise mainly focusing on the sales of Mahogany furniture and supplemented by production.TSG is a well-known Mahogany furniture seller in the north,with more than ten directly operated stores and nearly a hundred dealers.The headquarter is located in Xiang he,He bei,which is known as the hometown of Chinese furniture.It has an exhibition hall of 10,000 square meters and annual sales of several billion yuan.Facing severe industry cycles and facing fierce market competition,although TSG has a certain scale,its competitive advantages such as product style and brand effects are not obvious,and there are many problems in its marketing model and business philosophy.The first chapter of this article mainly introduces the research background and significance,ideas and content of this article,and determines the relevant researchmethods.The second chapter mainly elaborates the concepts of marketing theory analysis,STP theory,marketing mix theory,literature research method,field survey method and questionnaire survey method.The third chapter mainly analyzes the current situation of the macro,micro and industry,focusing on the real development of the domestic mahogany furniture industry.The fourth chapter introduces TSG in detail,and analyzes the company's existing marketing strategies and problems.Chapter V further provides the basis for the improvement of TSG's marketing strategy through market segmentation,market selection,and market positioning.Chapter 6puts forward reasonable suggestions based on detailed analysis of the company's product strategy,price strategy,marketing channel strategy,and promotion strategy.This article analyzes the marketing environment of Mahogany furniture in TSG company,explores the market segmentation and target market selection of Mahogany furniture in TSG company,and suggests that TSG company should pay attention to the cultivation and design innovation of senior technicians,actively strive for honor,increase the exposure in the form of network-marketing,advertising,auction or star representative,and let customers experience through Mahogany Museum,Tea-house marketing,VR / AR and Situational marketing to increase the desire to buy,to provide customers with customized choice of marketing strategies.