| Our furniture manufacturing is gradually becoming one of the important industries that support the national economy and enrich national life.The custom home industry belongs to the subdivision of the furniture manufacturing and it is the result of enterprises in response to the personal needs of consumers.With the development of furniture consumption in the direction of personalization,customization and functionalization,the concept of "full-house customization" is gradually emerging.Customized home categories are increasingly rich,which make custom home companies can truly provide consumers with one-stop shopping services for whole house,meet the various customization needs of consumers ’decoration stage,and greatly reduce the consumers’ energy devoted into house decoration.The market capacity of custom home industy is big and has good development prospects.But it is also a typical decentralized industry,means it has not too much entering barriers but with serious products homogeneity,and makes competition in this industry intensified.Only by continuously optimizing the marketing strategy and enhancing the brand’s competitiveness in the industry can occupy the consumer mind at the terminal.Based on this,this article proposes its marketing issues based on the marketing status of FT custom home furnishing company,analyzes the reasons for its problems and starts analyzing and discussions.I use PEST theory and Potter Five Power Analysis to analyze the macro-environment and micro-environment of FT company.Using the SWOT theory to summarize the advantages,disadvantages,opportunities,and threats of FT Company,to form a SWOT analysis matrix,and propose FT’s SO strategy,WO strategy,ST strategy,and WT strategy.Conducting the comprehensive analysis of the current status,marketing issues,marketing environment and customer needs of FT Company by methods such as literature method,comparative analysis method,and questionnaire survey method.Based on comprehensive analysis and marketing 7P theory,finally propose the marketing strategy optimization suggestions to FT Company from the seven dimentions of brand building,product pricing,channel development,diversified marketing,exhibition hall upgrades,service processes,and personnel literacy.The marketing of custom-made home furnishing companies has a certain complexity and systematic,which involves many links of enterprise operation.Based on marketing theory,this article conducts research on the optimization of the marketing strategy for FT custom home furnishing company.It is hoped that it can provide certain guidance to the business development of FT’s custom-made furnishing,and also provide reference for other companies in the custom home furnishing industry. |
