【作者】 佟大新；

【导师】 黄清；

【作者基本信息】 东北林业大学 ， 林业经济管理， 2008， 博士

【摘要】 随着人民生活水平日益提高,居住和办公条件不断改善,市场对家具的需求也不断扩大。家具业也从传统的手工业,迅速发展成为一个门类齐全、技术和艺术含量不断提高、初步实现机械化生产的重要产业。在国内经济高速发展、人民生活水平稳步提高、国际市场需求旺盛和国际家具产业转移的大背景下,中国家具行业将迎来新的高速发展期。这个时期主要不是家具在量上的扩张,而是家具在质上的提高,这对中国家具企业来说既提供了广阔的发展机遇,也使其面临严峻的挑战。如何应对激烈的市场竞争,克服制约家具企业发展的诸多问题,是家具企业亟待解决的问题。目前,中国多数家具企业对在市场经济条件下营销职能能够统领和整合企业其他职能的作用还认识不足,没有制定科学合理的营销战略,缺乏营销战略对家具企业的指导,致使家具企业在市场竞争中盲从不定,左右摇摆现象时有发生。因此,以家具企业作为对象,构建科学合理的家具企业营销战略研究框架体系,对促进家具企业持续、健康地发展具有重要的现实意义。本文以中国家具企业为研究对象,分析中国家具企业营销战略研究的背景、目的及意义,在对国内家具企业营销战略相关的研究现状及趋势评述的基础上,确定了研究方法,并结合家具企业营销业务流程构建了家具企业营销战略研究框架体系。在对家具企业营销环境进行定性和定量分析的基础上,本文按照家具企业营销战略三个基本层次,分别对家具企业目标市场选择、市场定位、绿色营销组合等方面从战略的高度进行较深入的分析和论证。其中,在家具目标市场选择与市场定位战略中指出了家具企业在市场细分基础上,如何选定目标市场,在选定目标市场前提下如何实施市场定位;在家具企业绿色营销组合战略中以“绿色”为切入点,分别对产品、价格、分销和促销四个营销要素从环境保护、清洁生产、消费安全等方面如何实施绿色控制与管理进行了翔实的论证,提出了相应的绿色营销组合战略。在家具企业品牌战略中,分析了目前家具企业品牌塑造与发展中的主要障碍,提出了树立品牌意识、重视品牌定位、开发品牌传播途径、强化品牌管理的具体措施和方法。本文从营销战略执行和落实为着眼点,提出建立家具企业市场信息处理系统,对战略具体实施过程中不同类型家具企业提出不同营销组织机构的形式,对营销职能部门与其他职能部门产生的矛盾和关系处理提出了自己的见解。对于家具企业营销战略控制主要从年度计划、盈利率、效率和营销审计角度进行系统的阐述;从为中国家具企业创造良好发展环境的角度出发,从宏观、中观和微观层面提出对策建议。本文的研究有助于中国家具企业在今后工作中更加重视市场营销工作,提高营销职能部门在企业中地位。本研究成果可作为中国家具企业参与国内外市场竞争的理论依据,指导家具企业的营销实践,帮助企业进行科学的决策。此外,本研究成果也可作为政府部门制定相关产业政策、进行重要决策的理论参考。更多还原

【Abstract】 With the improvement of people living standard,housing and office conditions,the demand to furniture is also unceasingly growing.Furniture industry also develops from a traditional handicraft into an important one which is of a wide range,improving technology and art and initially mechanized production.In the background of domestic high-speed economic development,people living standard’s steady rise,strong demand in the international market and transfer of international furniture industry,China furniture industry will usher a new period of high-speed development whose focus is not in quantity but primarily in quality, which has already provided it with broad development opportunites,also severe challenges. How to cope with intense market competition and how to overcome the problems that restrict the furniture enterprises development are main issues that should be urgently solved.At present,most China furniture enterprises have not a clear understanding of marketing functions to guide and integrate others under the market economy conditions,at the same time they haven’t formulated any scientific and rational marketing strategy and lacked of marketing strategy for the furniture industry guidance,which result in the furniture industry’s blind following in the competitive market.Therefore,it is of great realistic significance to take the furniture industry as an object,to construct a scientific and rational furniture industry marketing strategy research framework system and to promote the furniture industry sustained and healthy development.This paper is based on China furniture enterprises.It analyses research background, purpose and significance of China furniture enterprises strategy research,and identifies research methods on the basis of the domestic furniture industry marketing strategy related with research status and trend,also forms the furniture industry marketing strategy research framework system combined with the furniture industry marketing business processes.On the basis of furniture industry marketing environment for qualitative and quantitative analysis,this paper has a full proof of how to select their own target market in accordance with the furniture industry marketing strategy three basic levels and how to implement effective market positioning issues under the premise of selected target markets;and conducts in-depth research and demonstration to the three following aspects:furniture enterprises target market selection and product position,furniture enterprises green marketing mix and furniture enterprises brand building and development.It points out that how to select target market on the basis of market segmentation in the furniture target market selection and market positioning strategy,how to posit market in selected target markets premise and carries out detailed feasibility studies on how to implement green control and management of product,pricing, distribution and marketing promotions of four elements on environmental protection,cleaner production,consumption security etc.in the furniture industry green marketing mix strategy and corresponds to the green marketing mix strategy.This paper also analyses current major obstacles in furniture enterprises brand building and development and puts forward concrete measures and methods on brand awareness,brand positioning,brand communication channel, and brand management in furniture industry brand building and development strategy.This thesis points out establishing information processing system of furniture enterprises market focused on marketing strategy enforcement and implementation,puts forth different marketing organization forms according to specific strategy implementation and own views on dealing with contradictions and relations between marketing departments and other functions. Also it has a systematic exposition of furniture enterprises marketing stratety control mainly from annual plan,profit rate,efficiency and marketing audit perspective and puts forward policy recommendations on constructing modern furniture industry marketing system and fostering the competitiveness of furniture industry as well as improving the relevant industrial policy from the macro,neutral,micro-level in order to create a good environment for development.This study will help the China furniture enterprises pay more attention to marketing work in the future,and improve marketing functions in the enterprise status.Results of this study can be used as theoretical weapons by which China furniture enterprises can participate in domestic and foreign market competition to guide the furniture industry marketing practices and help enterprises with scientific decision-making.In addition,the research results can be formulated as a theoretical basis on which government can make related industry policies and important decisions.更多还原