A marketing model essay has more than 2,000 words.
Analysis on Marketing Strategy of Furniture Enterprises
Abstract: With the development of furniture industry in China, the original extensive development model of small and medium-sized furniture enterprises has been far from being able to adapt to the competition of modern market, and most small and medium-sized furniture enterprises lack the guidance of scientific market theory.
Based on this, this paper guides the marketing behavior of small and medium-sized furniture enterprises on the basis of marketing theory, and provides reference for promoting the sustainable and healthy development of small and medium-sized furniture enterprises.
Keywords: market positioning; marketing mix
With the development of China's economy and the improvement of people's quality of life, living and office conditions are constantly improving, and the market's pursuit of furniture quality and characteristics is also constantly improving.
The furniture industry in China has changed from a pure handicraft industry to an important industry that continuously provides complete technical and artistic categories, and has initially realized mechanization.
However, nearly 50,000 domestic furniture enterprises, most of which are small and medium-sized enterprises, have serious product homogeneity and high manufacturer costs.
This shows that most furniture manufacturing enterprises in China do not know enough about the marketing function under the new market conditions, and do not formulate reasonable and scientific marketing strategies according to the needs of consumers, which leads to the blind uncertainty and vacillation of the strategies of furniture enterprises in the market competition and the lack of unified and planned marketing strategies.
Based on this, this paper guides the marketing behavior of small and medium-sized furniture enterprises on the basis of marketing theory, which is of great significance to promote the sustainable and healthy development of small and medium-sized furniture enterprises.
1 market positioning
Positioning is an enterprise's planning behavior of products and images, aiming at making them occupy a unique and valuable position in the psychology of target customers.
The purpose of market positioning of furniture enterprises is to shape the distinctive personality or image of their products according to the position of competitors' existing products in market segments and the importance that customers attach to certain attributes of their products, and pass them on to their target customers, so that their products can occupy a strong competitive position in the target market.
For example, with the continuous subdivision of the home market, some enterprises have positioned the market as a professional manufacturer of children's furniture and achieved great market success.
Another furniture enterprise's market positioning is to inherit auspicious culture. While making good furniture, all auspicious patterns are displayed on mahogany furniture through story lines, which makes its products have dual values of culture and collection.
2 marketing mix
2. 1 product strategy
Product decision refers to the decisions and plans related to furniture product development made by furniture enterprises according to the needs of target consumers.
Its content involves: the quality standard of furniture, the necessary and aesthetic functions of furniture designed to meet the needs of consumers, the characteristics of furniture, the trademark and brand of furniture, sales service, the packaging design of furniture, quality assurance, and of course, the different strategic contents of furniture products in different stages of their life cycle.
With the increasing proportion of service value in product value in modern life, furniture enterprises should pay special attention to the development of related service products in the process of developing physical products.
If a furniture enterprise didn't have its own core technology in the past and could only make profits by imitation and price war at the same time, then this situation will gradually end in the future.
With the post-80s generation gradually becoming the main force of consumption, their consumption concept is also quietly changing. On the basis of traditional requirements of durability and environmental protection, they have added more new requirements.
According to relevant data, today's consumers are more and more inclined to the personal style and unique personality of products and pay attention to the compatibility of product design, which requires enterprises not only to ensure the quality of furniture, but also to be excellent in environmental protection. At the same time, the design should also reflect the current young generation of urban white-collar workers' pursuit of taste and style.
2.2 Pricing strategy
The appropriate pricing strategy of furniture enterprises plays a very important role in the promotion of furniture products, so it should be treated with caution when pricing.
When pricing furniture products, we should consider the following factors: the manufacturing and sales costs of furniture, the supply and demand situation and product elasticity of furniture market, the fierce competition in the target market, the economic level of the target market and the perceived value of purchasing enterprises to furniture products.
The price system of furniture includes basic price, series product price, discount price, credit conditions, payment time and so on.
The basic principle for furniture enterprises to make price decisions is to get as much profit as possible on the basis that the target consumers can accept it.
In the actual market operation of furniture enterprises, although the furniture made by many enterprises has high internal quality and beautiful design, it is difficult to sell excellent products because of the failure of price strategy.
For example, a furniture enterprise is positioned in the high-grade mahogany furniture market, so besides profit, the influence of price on consumers' psychology is also an important factor to consider when pricing, and a relatively high price should be set according to its positioning.
2.3 Distribution strategy
Distribution strategy refers to the commodity circulation channel decision or marketing channel decision of furniture enterprises.
Furniture enterprises should consider what channels to choose to transfer furniture from furniture enterprises to target consumers.
On the channel issue, it is considered who should sell furniture to customers when and where to achieve high efficiency of distribution. Based on this, enterprises should consider the following questions: (1) What kind of sales network should be established?
(2) What kind of wholesale institutions are used? (3) Should we sell furniture in a specialty store, specialty store or an ordinary store? (4) The location and decoration of the store? (5) How can furniture enterprises ensure that they can win with the goods in time? There is a general problem that furniture enterprises in China pay more attention to products than channels.
Although some famous foreign chain discount stores have entered the mainland market, most domestic small and medium-sized furniture enterprises still use the original large booth rental system as the main sales channel.
At present, furniture enterprises should choose shopping malls, specialty stores, furniture cities, trade cities, large international chain stores, networks and other channels to sell furniture according to their own operating conditions.
Regarding the optimization of the channels of furniture enterprises, we should not only explore various channel models, but also pay attention to the improvement of existing channels and increase the added value of retail terminals.
It is necessary to strengthen the training management of channel terminals, establish and improve customer information files, standardize store terminal management, safeguard old customers to ensure product loyalty, and improve the quality requirements of terminal service personnel.
2.4 Promotion strategy
Promotion strategy refers to all kinds of promotional activities taken by furniture enterprises in order to shift furniture from manufacturers to customers, expand furniture sales and increase product share.
Promotion includes advertising, personnel promotion, public relations and promotion. Successful promotion strategy is very useful for furniture marketing.
Relatively speaking, furniture belongs to durable consumer goods and has a wide range of consumers. Therefore, furniture enterprises should mainly adopt the combination of advertising promotion and sales promotion, supplemented by public relations and personnel promotion.
In the choice of advertising promotion methods, we should pay attention to the enterprise's own financial strength and the positioning of target consumers, and effectively determine the advertising media according to the media usage habits and media characteristics of target customers.
Small and medium-sized furniture enterprises, in particular, have limited financial strength, so they should choose media with relatively high prices that are concerned by target customers, such as mobile phone media, outdoor media, online media and magazine media.
After 30 years of development, China furniture enterprises have accumulated a certain market scale. How can small and medium-sized furniture enterprises grow from big to strong? Only by doing a good job in market positioning and adopting appropriate marketing mix strategies can they succeed in the market.
References:
[1] Philip? Kotler. Marketing [M]. Beijing: Huaxia Publishing House, 2003.
[2] Michelle Li. China Furniture Industry and Market Analysis (J), Modern Commerce, 2007 (13).
[3] Li. Trend of furniture industry [D]. Nanjing Forestry University, 20 10, (05).
There are more than 2000 words in marketing papers and 2 articles.
Preliminary study on hunger marketing strategy
Abstract: Hunger marketing is aimed at many enterprises today? Marketing transformation? And put forward the corrective marketing model.
Faced with a variety of marketing methods, consumers show indifference, numbness and even boredom.
On the basis of expounding the meaning of hunger marketing, this paper expounds the psychological mechanism of hunger marketing, and analyzes the significance, conditions and strategies of implementing hunger marketing.
Keywords: hunger marketing basic assumptions, implementation significance, implementation conditions
At present, the competition among enterprises has become fierce.
Due to some wrong production concepts, blind production has led to the products of enterprises far exceeding the needs of consumers.
However, in order to recover the cost, enterprises continue to increase marketing efforts and exchange the cost of products at the expense of increasing marketing costs, which not only increases the burden on consumers, but also makes them nervous all day for fear of product backlog.
The profit margin is shrinking, and the low-level and outdated marketing methods and competitive strategies are gone for consumers. Appetite? Always caring about products has seriously affected the development of some industries. We might as well do some reverse thinking on these issues.
First, the definition of hunger marketing
The so-called hunger marketing strategy refers to trying to make some consumers feel its uniqueness (different from similar competitive products in the market) in product development and take advantage of it? Unique? Deliberately maintain a certain market? Not satisfied? State, consciously create a tight market atmosphere in which products are in short supply, so that consumers have the psychology of being eager to buy because it is difficult to buy for a while, thus maintaining a strong desire to buy for a long time.