某品牌家具營銷策略分析.doc
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某品牌家具營銷策略分析, 13600字摘要 家具由于與我們的生活密切相關(guān)，可以說隨著改革開放的進一步推行，進一步深入，家具可以說已經(jīng)慢慢成為我們生活之中密不可少的一部份了。我國2011年全國家具的總貿(mào)易額達到1045億.。我想我們的家具產(chǎn)業(yè)現(xiàn)在處于上升期與成熟期之間，現(xiàn)在總體來說也是面臨著貿(mào)易轉(zhuǎn)型的難題。所以我們必須對現(xiàn)...
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某品牌家具營銷策略分析
13600字
摘要 家具由于與我們的生活密切相關(guān)，可以說隨著改革開放的進一步推行，進一步深入，家具可以說已經(jīng)慢慢成為我們生活之中密不可少的一部份了。我國2011年全國家具的總貿(mào)易額達到1045億.。我想我們的家具產(chǎn)業(yè)現(xiàn)在處于上升期與成熟期之間，現(xiàn)在總體來說也是面臨著貿(mào)易轉(zhuǎn)型的難題。所以我們必須對現(xiàn)在家具企業(yè)的營銷策略進行相關(guān)的探討，尋找去真正適合家具企業(yè)營銷的策略。
這里我主要對安吉舒派家具有限公司（以下簡稱舒派家具）其營銷現(xiàn)狀進行調(diào)查，通過文獻綜述法，訪談法，實地考察法，SWOT分析對其營銷營銷現(xiàn)狀進行闡述以及表達，發(fā)現(xiàn)其營銷問題，并提出營銷對策與建議。
本文主要分為5個章節(jié)，第一章節(jié)主要是對舒派家具的公司介紹，第二章主要是引用的理論綜述，第三章主要是運用SWOT對舒派家具目前營銷現(xiàn)狀分析，第四章主要是對舒派家具的目前營銷現(xiàn)狀的問題進行闡述，第五章是對舒派家具其營銷的問題提出營銷對策及建議。
關(guān)鍵詞：安吉舒派 SWOT分析 營銷現(xiàn)狀及問題分析 對策及建議
An Jishu send Furniture Marketing Strategy
Abstract Because furniture is closely related to our lives , we can say with the further implementation of reform and opening up , further, the furniture can be said that has slowly become a part of our lives among the dense essential . China's total trade volume in 2011 reached 104.5 billion nationwide furniture . I think we are now in between the furniture industry and the rise of maturity, and now the whole trade is also facing the challenge of restructuring . So we must now carry the furniture industry 's marketing strategy to explore related furniture companies looking to go really suitable marketing strategy.
Here I mainly SOPAI Furniture Co., Ltd. ( hereinafter referred to as the SOPAI faction furniture ) to investigate their marketing situation, through literature review , interviews , field visits method , SWOT analysis and expression of their elaborate marketing marketing situation and found that its marketing problems and propose marketing strategies and suggestions .
This paper is divided into five chapters, the first chapter is mainly on the Shu camp furniture company, the second chapter is a theoretical overview referenced third chapter is the use of the sample named SWOT to analysis of the current marketing situation , the fourth chapter mainly on the issue of marketing status Shu camp furniture currently elaborated , the fifth chapter is proposed marketing strategies and recommendations for SOPAI furniture solve their marketing problems
Key Words: ANJI SOPAI SWOT Marketing Status and Problems Countermeasures and suggestions
目 錄
第一章 安吉舒派家具有限公司概述 1
第二章 理論綜述 3
2.1 SWOT理論 3
2.2 服務(wù)營銷 3
2.3 品牌策劃 3
2.4 產(chǎn)品定價策略 3
2.5 產(chǎn)品創(chuàng)新 4
2.6 銷售渠道 4
第三章 安吉舒派家具SWOT分析 5
3.1 優(yōu)勢分析 5
3.2 劣勢分析 6
3.3 機遇分析 7
3.4 威脅分析 10
第四章 舒派家具營銷現(xiàn)狀分析 12
4.1 銷售訂單分布 12
4.2 關(guān)于營銷渠道的狀況 13
4.3 品牌的建設(shè) 14
4.4 產(chǎn)品宣傳 14
4.5 產(chǎn)品創(chuàng)新 14
第五章 舒派家具營銷現(xiàn)狀問題分析 15
5.1 客戶服務(wù)質(zhì)量 15
5.2 產(chǎn)品推廣效果不佳 16
5.3 品牌創(chuàng)新意識不強 17
第六章 舒派家具營銷對策及建議 19
6.1客戶服務(wù)質(zhì)量 19
6.2產(chǎn)品推廣效果 20
6.3品牌創(chuàng)新意識 23
結(jié) 論 24
致 謝 25
參考文獻: 26
13600字
摘要 家具由于與我們的生活密切相關(guān)，可以說隨著改革開放的進一步推行，進一步深入，家具可以說已經(jīng)慢慢成為我們生活之中密不可少的一部份了。我國2011年全國家具的總貿(mào)易額達到1045億.。我想我們的家具產(chǎn)業(yè)現(xiàn)在處于上升期與成熟期之間，現(xiàn)在總體來說也是面臨著貿(mào)易轉(zhuǎn)型的難題。所以我們必須對現(xiàn)在家具企業(yè)的營銷策略進行相關(guān)的探討，尋找去真正適合家具企業(yè)營銷的策略。
這里我主要對安吉舒派家具有限公司（以下簡稱舒派家具）其營銷現(xiàn)狀進行調(diào)查，通過文獻綜述法，訪談法，實地考察法，SWOT分析對其營銷營銷現(xiàn)狀進行闡述以及表達，發(fā)現(xiàn)其營銷問題，并提出營銷對策與建議。
本文主要分為5個章節(jié)，第一章節(jié)主要是對舒派家具的公司介紹，第二章主要是引用的理論綜述，第三章主要是運用SWOT對舒派家具目前營銷現(xiàn)狀分析，第四章主要是對舒派家具的目前營銷現(xiàn)狀的問題進行闡述，第五章是對舒派家具其營銷的問題提出營銷對策及建議。
關(guān)鍵詞：安吉舒派 SWOT分析 營銷現(xiàn)狀及問題分析 對策及建議
An Jishu send Furniture Marketing Strategy
Abstract Because furniture is closely related to our lives , we can say with the further implementation of reform and opening up , further, the furniture can be said that has slowly become a part of our lives among the dense essential . China's total trade volume in 2011 reached 104.5 billion nationwide furniture . I think we are now in between the furniture industry and the rise of maturity, and now the whole trade is also facing the challenge of restructuring . So we must now carry the furniture industry 's marketing strategy to explore related furniture companies looking to go really suitable marketing strategy.
Here I mainly SOPAI Furniture Co., Ltd. ( hereinafter referred to as the SOPAI faction furniture ) to investigate their marketing situation, through literature review , interviews , field visits method , SWOT analysis and expression of their elaborate marketing marketing situation and found that its marketing problems and propose marketing strategies and suggestions .
This paper is divided into five chapters, the first chapter is mainly on the Shu camp furniture company, the second chapter is a theoretical overview referenced third chapter is the use of the sample named SWOT to analysis of the current marketing situation , the fourth chapter mainly on the issue of marketing status Shu camp furniture currently elaborated , the fifth chapter is proposed marketing strategies and recommendations for SOPAI furniture solve their marketing problems
Key Words: ANJI SOPAI SWOT Marketing Status and Problems Countermeasures and suggestions
目 錄
第一章 安吉舒派家具有限公司概述 1
第二章 理論綜述 3
2.1 SWOT理論 3
2.2 服務(wù)營銷 3
2.3 品牌策劃 3
2.4 產(chǎn)品定價策略 3
2.5 產(chǎn)品創(chuàng)新 4
2.6 銷售渠道 4
第三章 安吉舒派家具SWOT分析 5
3.1 優(yōu)勢分析 5
3.2 劣勢分析 6
3.3 機遇分析 7
3.4 威脅分析 10
第四章 舒派家具營銷現(xiàn)狀分析 12
4.1 銷售訂單分布 12
4.2 關(guān)于營銷渠道的狀況 13
4.3 品牌的建設(shè) 14
4.4 產(chǎn)品宣傳 14
4.5 產(chǎn)品創(chuàng)新 14
第五章 舒派家具營銷現(xiàn)狀問題分析 15
5.1 客戶服務(wù)質(zhì)量 15
5.2 產(chǎn)品推廣效果不佳 16
5.3 品牌創(chuàng)新意識不強 17
第六章 舒派家具營銷對策及建議 19
6.1客戶服務(wù)質(zhì)量 19
6.2產(chǎn)品推廣效果 20
6.3品牌創(chuàng)新意識 23
結(jié) 論 24
致 謝 25
參考文獻: 26
