毕业论文家具公司市场营销策略.doc

毕业设计（论文） 题目：家具公司市场营销策略研究 家具公司市场营销策略研究 摘要 目前中国家具行业正处于行业大变革、大发展的时代，在当前经济形势下认识局势，掌控方向，对家具行业所受到的影响和未来的发展态势以及企业的长远发展都具有积极的指导作用。本文以家具公司为研究对象，在查阅大量市场营销策略理论的基础上，对该公司的营销策略进行深入的研究，主要运用了4P营销策略、SWOT析法和波特五力析模型来析该公司的形势，最后在营销策略制定方面给该公司提出建议。从本人的研究可以得出这样的结论：在日益激烈的家具行业市场竞争中，该公司需要利用自身资源的优势，及时调整其营销策略适应市场需求，同时要注重差异化经营，以使能够健康并持续的发展。 关键词：家具企业；家具；市场营销策略 STUDY OF MARKETING STRATEGY QM FURNITUR HUIZHOU BRANCH ABSTRACT Chinas?furniture?industry is?currently?in?the?industry?changes,?the?era of great development, Understanding of?the situation?in?the?current?economic situation, control?the direction?and have?an?active?role in guiding the?impact?on?the?furniture industry?and future?development trend?and?the?long-term development. This paper QM furniture in huizhou enterprise as the research object, in consulting a large number of market based on the theory of the marketing strategy for the companys marketing strategy research，using of the 4P marketing strategy，SWOT analysis and Porter five forces model to analyze the situation of the company, and finally making recommendations to the company marketing strategy. Form my research can draw the conclusion: in the increasingly fierce market competition in the furniture industry, the company needs to use the advantages of their own resources timely adjustment of marketing strategy to meet market demand ,and need to notice at the same time differential operation ,in order to make QM healthy and sustainable development. Key Words：furniture industry；QM furniture; marketing strategy 目录 1 绪论 …………………………………………………………………………..…..2 1.1 课题背景 ……………………………………………………………………...2 1.2 研究意义……………………………………………………………………… 2 1.3 国内外研究现状和现状 ……………………………………………………...2 1.4研究方法与研究内容……………………………………………………….… 5 2 家具自身状况析…………………………………………………………. 6 2.1 家具公司简介………………………………………………………….... 6 2.2家具公司现状 …………………………………………………………….……...10 3 家具公司营销策略析…………………………………………... .11 3.1 我国家具行业现状及发展趋势 ……………………………………………..……..1