a公司奢侈品家具营销策略优化分析word格式论文.docxVIP

希望通过此研究帮助 A 公司优化营销策略，提高绩效，利用资源，创造价值。目前中国家具行业正面临激烈的国际竞争、国内家具产业转型升级的 压力，同时也希望此研究对中国家具行业培育和发展本土的奢侈品家具品牌 有所贡献。本研究对 A 公司优化营销策略，中国家具行业向品牌文化型方向升级， 有重要与迫切的现实意义。关键词：奢侈品 家具 设计 营销 策略AbstractResearch on Luxury Furniture Marketing Strategy Optimization of Company AWith Chinas reform and opening up, the rapid development of economy and the continuous rapid growth of China’s real estate industry, the luxury goods consumer market is expanding rapidly. This paper will do a complete research and analysis, based on the marketing shortage of Company A, on Company A’s marketing environment, competitors, marketing position and customer activities to identify and set up Company A’s marketing strategy optimization and implementation plan.Through the research, Company A should promote its customized design capabilities in the product design and differentiation, based on aesthetics, customization, integration and cross-border thinking, and meanwhile through the small display and a large number of pictures, implement as a small amount of advanced customization and large-scale soft outfit design customized services, to streamline the product line. Through the integration of resources, it need provide furniture, accessories, lamps, sewing, decorative paintings, carpets and other ancillary products to meet the needs of target customers in high quality and aesthetics feeling. From the brand management perspective, Company A should manage the marketing position of different brands and breed up its own brands in the meantime. It need continuously optimize the enterprise core values, behaviorsand visual identifications. From the price strategy optimization perspective, it should emphasize on customers’ perceptive values in case of enterprise discounts. Company A still need adjust the channel planning, decrease the unit area, increase channel amounts and establish the store location system. It need aim to increase sales performance in the way of promoting buyer experience, rewarding with gifts, batch