Research On Marketing Strategy Of Whole House Customization Business Of S Company

With the fast development of social economy,people’s life become richer and richer which leads to improvement of living condition.Customer is willing to pay more on furniture,at the same time,customers’ living environmental estheticism and living attitude all have a remarkable change.Urbanization also pushes fast development of the furniture market,which also intensifies competition of the market,to fulfill customer’s requirement,furniture enterprises need to keep seeking for personalized designing idea.Compared with other countries,the main force of furniture industry structure in China is small and medium-sized enterprises,and the majority are still using traditional marketing mode,to seek production capacity,they accept foundry production,which leads to the current situation that there is no influential brand in Chinese furniture industry.With the requirement extension from domestic market,the furniture industry faces industry upgrading,more and more enterprises start to attempt whole house customization mode.This article will take company S for an example to institute whole house customization strategy by analyzing its business and current market situation.In this article,theories referring to Marketing Mix Throry will be used,together with research method like literature searching,questionary survey,to reach the research purpose.The discourse will be carried out in the three following aspects: firstly,to determine the reason,concept,characteristic and advantages referring to marketing of customization business by analyzing domestic and overseas customization situation with related marketing theories.Secondly,to show the necessity of implementing marketing mode of customization business by analyzing current background of domestic furniture market,company S’s sales status and problems met during selling.Finally,to decide the targeting market and market positioning for company S,by using STP to achieve detailed classification to current furniture market based on SWOT and analyzing of advantages & disadvantages referring to marketing competition of company S.The purpose of this study is to develop a wide range of marketing strategies for company S,improve their management ability,and then improve the competitiveness of company S in the market,and provide reference for the marketing development of other enterprises in the furniture industry.