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某品牌家具营销策略分析, 13600字摘要 家具由于与我们的生活密切相关，可以说随着改革开放的进一步推行，进一步深入，家具可以说已经慢慢成为我们生活之中密不可少的一部份了。我国2011年全国家具的总贸易额达到1045亿.。我想我们的家具产业现在处于上升期与成熟期之间，现在总体来说也是面临着贸易转型的难题。所以我们必须对现...
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某品牌家具营销策略分析
13600字
摘要 家具由于与我们的生活密切相关，可以说随着改革开放的进一步推行，进一步深入，家具可以说已经慢慢成为我们生活之中密不可少的一部份了。我国2011年全国家具的总贸易额达到1045亿.。我想我们的家具产业现在处于上升期与成熟期之间，现在总体来说也是面临着贸易转型的难题。所以我们必须对现在家具企业的营销策略进行相关的探讨，寻找去真正适合家具企业营销的策略。
这里我主要对安吉舒派家具有限公司（以下简称舒派家具）其营销现状进行调查，通过文献综述法，访谈法，实地考察法，SWOT分析对其营销营销现状进行阐述以及表达，发现其营销问题，并提出营销对策与建议。
本文主要分为5个章节，第一章节主要是对舒派家具的公司介绍，第二章主要是引用的理论综述，第三章主要是运用SWOT对舒派家具目前营销现状分析，第四章主要是对舒派家具的目前营销现状的问题进行阐述，第五章是对舒派家具其营销的问题提出营销对策及建议。
关键词：安吉舒派 SWOT分析 营销现状及问题分析 对策及建议
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 录
第一章 安吉舒派家具有限公司概述 1
第二章 理论综述 3
2.1 SWOT理论 3
2.2 服务营销 3
2.3 品牌策划 3
2.4 产品定价策略 3
2.5 产品创新 4
2.6 销售渠道 4
第三章 安吉舒派家具SWOT分析 5
3.1 优势分析 5
3.2 劣势分析 6
3.3 机遇分析 7
3.4 威胁分析 10
第四章 舒派家具营销现状分析 12
4.1 销售订单分布 12
4.2 关于营销渠道的状况 13
4.3 品牌的建设 14
4.4 产品宣传 14
4.5 产品创新 14
第五章 舒派家具营销现状问题分析 15
5.1 客户服务质量 15
5.2 产品推广效果不佳 16
5.3 品牌创新意识不强 17
第六章 舒派家具营销对策及建议 19
6.1客户服务质量 19
6.2产品推广效果 20
6.3品牌创新意识 23
结 论 24
致 谢 25
参考文献: 26
13600字
摘要 家具由于与我们的生活密切相关，可以说随着改革开放的进一步推行，进一步深入，家具可以说已经慢慢成为我们生活之中密不可少的一部份了。我国2011年全国家具的总贸易额达到1045亿.。我想我们的家具产业现在处于上升期与成熟期之间，现在总体来说也是面临着贸易转型的难题。所以我们必须对现在家具企业的营销策略进行相关的探讨，寻找去真正适合家具企业营销的策略。
这里我主要对安吉舒派家具有限公司（以下简称舒派家具）其营销现状进行调查，通过文献综述法，访谈法，实地考察法，SWOT分析对其营销营销现状进行阐述以及表达，发现其营销问题，并提出营销对策与建议。
本文主要分为5个章节，第一章节主要是对舒派家具的公司介绍，第二章主要是引用的理论综述，第三章主要是运用SWOT对舒派家具目前营销现状分析，第四章主要是对舒派家具的目前营销现状的问题进行阐述，第五章是对舒派家具其营销的问题提出营销对策及建议。
关键词：安吉舒派 SWOT分析 营销现状及问题分析 对策及建议
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 录
第一章 安吉舒派家具有限公司概述 1
第二章 理论综述 3
2.1 SWOT理论 3
2.2 服务营销 3
2.3 品牌策划 3
2.4 产品定价策略 3
2.5 产品创新 4
2.6 销售渠道 4
第三章 安吉舒派家具SWOT分析 5
3.1 优势分析 5
3.2 劣势分析 6
3.3 机遇分析 7
3.4 威胁分析 10
第四章 舒派家具营销现状分析 12
4.1 销售订单分布 12
4.2 关于营销渠道的状况 13
4.3 品牌的建设 14
4.4 产品宣传 14
4.5 产品创新 14
第五章 舒派家具营销现状问题分析 15
5.1 客户服务质量 15
5.2 产品推广效果不佳 16
5.3 品牌创新意识不强 17
第六章 舒派家具营销对策及建议 19
6.1客户服务质量 19
6.2产品推广效果 20
6.3品牌创新意识 23
结 论 24
致 谢 25
参考文献: 26
