Research On Marketing Strategy Of Company G’s Customized Furniture Business Under The Background Of Consumption Upgrade

China’s economic development has been in the "fourteenth five-year" stage.Looking back at the "13th Five-Year Plan" period,China has completed the building of a moderately prosperous society in an all-round way in 2020.Meanwhile,the domestic consumption scale is gradually expanding,and the social consumption environment has been greatly improved.With the steady improvement of economic strength,the income level of Chinese residents has also been significantly improved.The above elements have provided a solid foundation for consumption upgrading.Based on this,the consumption structure of our society has also changed,and the elements such as service and individuality attached to the goods have been paid more and more attention by Chinese residents.In this background,all walks of life have started their transformation and upgrading,and the furniture industry is included.Customized furniture is the product of the furniture industry under the upgrade of consumption.In this thesis,the customized furniture business of company G,the leading enterprise of soft furniture industry in China,is selected as the research object.Company G joined the customized industry in 2015.The time spent on the customized furniture business module is limited,and the ability to deal with the change of consumers’ consumption mode and consumption concept against the background of consumption upgrading is weak.In the research process,this thesis uses PEST model to analyze the macro-environment of customized furniture industry,Porter’s Five Forces model to analyze the competitive environment of customized furniture industry,and SWOT model to analyze the micro-environment of customized furniture business of company G.After comprehensive analysis of the marketing environment of customized furniture business of company G,fully combining with the characteristics of consumption custom furniture industry upgrade,through literature research,questionnaire survey and other forms of consumption upgrade under the background of customized furniture product consumer demand characteristics of the study,the problems that exists in the process of company G’s customized furniture business were found as followed.There is a low degree of brand promotion,marketing channels are single,promotion effect is not expected and marketing service was lacking.After the comprehensive research and analysis,this thesis of company G’s customized furniture business marketing strategy is proposed to establish brand matrix,sinking stores,online integration,through new media and hot issues promotion,full attention from employees and consumers,the whole process of informatization supervision,mainly between example and VR display all-round optimization suggestion to tangible demonstration,it is hoped that company G can calmly cope with the changes in the customized furniture industry under the background of consumption upgrading,more accurately seize the opportunities in the market,and take the lead in the industry competition.At the same time,the research on the marketing strategy of customized furniture businesses in the background of consumption upgrading can also provide reference for domesticrelated enterprises to do marketing strategy.