【作者】 李佳；

【导师】 陈维军；

【作者基本信息】 河北工业大学 ， 工商管理硕士（专业学位）， 2016， 硕士

【摘要】 中国红木仿古家具具有丰富的文化内涵,随着我国传统文化的弘扬以及红木原料价格的攀升,红木仿古家具企业迎来了巨大的市场机遇。然而对于在这个行业中仍占主流地位的中小型企业,一来其在家具设计方面缺乏创新性,产品同质化严重,又不能采用科学的营销管理手段提高企业竞争力。二来大部分中小型红木家具生产企业没有采取科学的方式对市场和消费者需求进行细致的了解。三来经济政治形势变幻,国家政府高调反腐行动的展开、房产限购政策的提出、红木原料进口国一系列的砍伐出口禁令的颁布等间接影响到整个红木古典家具市场的交易态势,近两年的红木家具行业也在经历优胜劣汰的大洗牌。家具市场竞争日趋激烈,对于中国红木家具中小型企业而言,若想稳定经营、壮大发展,更要采取行之有效的营销策略,扩大其产品所占的市场份额。论文首先对青县日月明红木家具厂的经营现状及存在的问题进行分析,通过企业内外环境分析,发现青县日月明红木家具厂自身的优势与不足,明确其机遇和威胁。然后通过问卷法调查分析红木家具市场和青县日月明红木家具厂的客户需求,利用STP理论确定企业的目标市场,结合企业的产品特征做出科学的市场竞争定位。最后,从企业营销过程中的产品、价格、渠道、消费者以及促销几方面提出行之有效的营销措施。本研究旨为制定适合青县日月明红木家具厂的营销策略,从而促进其红木仿古家具产品的销售。也为其它类似青县日月明红木家具厂的红木家具企业提供参考。更多还原

【Abstract】 Chinese mahogany antique furniture has a rich cultural connotation,with carrying forward the traditional culture of China and the rising prices of raw materials mahogany,mahogany antique furniture enterprises ushered in a huge market opportunity。However for small and medium enterprises in the industry is still the mainstream status,the way the furniture design in lack innovation,product homogeneity serious,and not the scientific marketing management means to improve the competitiveness of enterprises.And secondly,most small rosewood furniture production enterprises did not take the science on the market and consumer demand for detailed understanding,leading enterprises in the product homogeneity of serious situation under the lack of core competitiveness.Three economic and political situation changes,a direct impact on the trade situation of the whole classical mahogany furniture market,nearly two years of annatto furniture industry also experienced a major reshuffle of the survival of the fittest.Furniture market competition is becoming increasingly fierce,for the Chinese rosewood furniture in small and medium enterprises,if you want a stable business,grow and develop,to take effective marketing strategy to expand its product share of the market share.Through the analysis of the present situation of the Qingxian County sun and moon Ming mahogany furniture factory,understand the problems existing in the enterprise.Using the marketing management theory to analyze the internal and external environment of the Qingxian County sun and moon Ming mahogany furniture factory,through the SWOT analysis method,understanding the advantages and disadvantages of the Qingxian County sun and moon bright mahogany furniture factory.Situation through questionnaire survey to understand mahogany furniture market and Qingxian Sun Ming rosewood furniture factory of customer demand and use STP theory to determine the target market,combined with the characteristics of the products of enterprise to make scientific positioning of market competition.At the same time,the product strategy,the price strategy,the channel strategy,the consumer strategy and the promotion strategy are effective measures in the enterprise marketing process.Aimed at the development of the Qingxian County sun and moon Ming rosewood furniture factory marketing strategy,to promote the sale of antique furniture and antique furniture products.It also provides reference for other similar Qingxian County sun and moon Ming mahogany furniture factory mahogany furniture enterprises.更多还原