北京科诺汇雅公司在哪

摘 要

Abstract

中国市场经济长足发展，中国家具企业跨入顾客导向的时代，市场全面竞争时代来临。面对外部环境的巨大变化，家具企业开始全面推行整合营销。

本文运用swot方法分析汇雅公司自身的优势与劣势，面临的机会与威胁。从营销4P组合（产品、价格、渠道、促销）的四个方面，分析汇雅的营销策略。文中对汇雅家具公司的产品策略从项目、包装、定位进行分析，讲一个现代家具企业该如何制定自己的产品策略。在价格策略方面，通过市场地位的定位，确定了市场挑战价格策略，制定了保持超越产品性价比的竞争力价格，来获取市场；在渠道方面，优化企业内部资源，整合企业渠道策略，紧紧依靠优质客户进行市场扩容，将开发市场与抢占市场并重；在促销方面，通过店面促销和广告促销加大产品影响，从长远为企业制定战略规划。

The China market economy considerable development, the Chinese Furniture Enterprise strides in the time which the customer guides, the market comprehensive competition time approaches. Facing external environment's immense changes, the furniture enterprise starts to carry out the conformity marketing comprehensively. this article utilizes the swot method analysis to collect elegant company own superiority and the inferiority, faced with opportunity and threat. From the marketing 4P combination (product, price, channel, promotion) four aspects, the analysis collects the elegant marketing strategy. In the article to collects the elegant furniture company's product strategy from the project, the packing, the localization to carry on the analysis, how speaks one modern furniture enterprise to formulate own product strategy. In the price strategy aspect, through market niche's localization, had determined the market challenge price strategy, has formulated maintains the surmounting product performance-to-price ratio the competitive power price, gains the marketIn the channel aspect, the optimized enterprise interior resources, the conformity enterprise channel strategy, the tight dependence high quality customer carries on the market dilatancy, will develop the market with to seize the market to pay equal attention toIn the promotion aspect, increases the product influence through the shop front promotion and the advertisement promotion, from works out the strategic plan long-term for the enterprise.

关键词：

Key word:

汇雅公司

Collects the elegant company

营销策略

Marketing strategy

产品定位

Product localization

渠道策略

Channel strategy

促销策略

Promotion strategy