Research On Marketing Strategy Optimization Of N Home Furnishing Company Limited

N Home Furnishing Company Limited is located in Yongjing country,Gansu Province,is the largest home furnishing retail company in local,as well as region’s leading furniture in retail industry.In the internet age,with the comprehensive influences of the entry of cross-border industries,N company is faced with weak seals,such as lack of product competitiveness and ineffective promotional activities.With product sales showing a declining trend,marketing weakness has become the main problem restricting the further development of enterprises.In this paper,author try to optimize the N company’s strategy with the breakthrough point of the development of Big home and the Experiential marketing.The Marketing Theory of 7Ps is the core theory.All these measures are to help company seize development opportunities,out of development difficulties and enhance the competitiveness.This paper takes N household as the research object.Firstly,through questionnaires and interviews,we can actually understand the status quo of enterprise marketing strategies and analyze the problems existing in marketing strategies.Secondly,with the utilize of PEST,Michael Porters Five Force Model,SWOT analysis tools,we can analyze the environment and competitive advantages and disadvantages,opportunities and threats of company,in order to find out the problems and advantages of enterprise development.At last,STP theory is used to position the target market,and the optimization suggestions of marketing strategy are put forward from seven aspects:Product,Price,Place,Promotion,People,Physical Evidence and process.This paper points out that under the influence of consumers’ pursuit of one-step,personalized whole-house shopping experience and ”Internet+retailing”,this company need to optimize marketing strategies,including category expansion in product strategies,implement pricing management in price strategies,innovating marketing channels to achieve smooth online channels and cross-border integration in place strategies,introducing a membership promotion strategy in promotion strategies,establishing a scientific training mechanism in people strategies,adding experiential scene area in physical evidence strategies,strengthening communication in process strategies.Customer satisfaction is improved by effectively meeting customer needs,Through above methods,company can achieve business growth and reverse the sales decline.In short,this paper through the analysis of N household relation,combined with the development trend of the industry,put forward targeted marketing strategy optimization suggestions.