A公司高端定制家居產品行銷策略優化研究

Abstract

我國經濟的持續快速發展和房地產行業的崛起為家居製造業提供了良好的發展條件。經過多年的發展，我國家居製造業已經形成了一定的產業規模，而高端定制化家居產品也已成為行業發展的流行趨勢。因此，本文以A高端定制化家居公司為具體研究物件，對該公司高端定制家居行銷策略進行分析研究，並提出行銷策略優化建議。能夠為其制定出比較詳細清晰的發展戰略，幫助A公司結合自身優勢為客戶提供全方位、個性化的服務，提高產品知名度、銷售額和市場佔有率，增強客戶滿意度，提升客戶的使用體驗，進而有效的提升A公司在高端定制家居市場中的綜合競爭力。 論文首先介紹了4P行銷理論、STP理論以及高端定制家居產品行銷價值、高端定制家居產品業務目標市場定位、高端定制家居產品業務行銷策略等方面的文獻。其次，介紹了A高端定制家居公司的發展基本狀況、A公司高端定制化家居產品行銷現狀及行銷策略現狀。同時，採取問卷調查的方式，選取A公司的高端定制化家居產品客戶為調查樣本，從目標市場定位、產品、價格、管道、促銷等5個方面論述該公司的高端定制化家居產品業務行銷策略問題以及導致問題產生的原因所在。最後，針對上述問題結果，論文基於現有的STP理論基礎、4P理論基礎以及A公司的行銷策略實際狀況，在目標市場定位以及相關的高端定制化家居產品業務行銷策略上提出了一一對應的針對性優化建議措施以及相應的優化措施實施保障機制。通過本文的研究得到了以下結論： （1）A高端定制化家居公司現有的行銷策略存在的問題主要集中在目標市場定位不聚焦、現有產品難以滿足客戶智慧化家居需求、產品價格不具備明顯市場競爭優勢、線上行銷管道業績貢獻率較低、促銷方案難以刺激消費者購買意願；現有行銷策略的成因在於公司缺乏長遠性行銷規劃戰略、現有的行銷組織架構不合理、缺乏專業的高端定制化家居行銷策劃團隊、行銷策略實施缺乏足夠資金保障。 （2）針對該公司的產品行銷策略問題，本文提出結合客戶需求推出針對性高端定制家居產品，通過成本定價策略、套餐定價策略、做好管道下沉，積極開發三四線市場、實行線上+線下（O2O）模式、積極尋找協力廠商合作、實現跨界融合、針對新老客戶進行優惠促銷等措施，優化A高端定制化家居公司現有行銷策略。為保證本文提出的行銷策略優化建議能夠順利實施，論文提出要從長遠性行銷戰略保障、行銷組織架構保障、行銷策劃隊伍保障、行銷資金保障這幾方面入手，確保行銷策略優化建議能夠順利實施。

The sustained and rapid development of China's economy and the rise of the real estate industry provide good conditions For the development of the home furnishing manufacturing industry. After years of development, China's residential manufacturing industry has Formed a certain industrial scale, and high-end customized home products have become a popular trend of industry development. ThereFore, this paper takes A high-end customized home furnishing company as the specific research object, analyzes and studies the high-end customized home furnishing marketing strategy of the company, and puts Forward suggestions For the optimization of the marketing strategy. Can develop A more detailed and clear development strategy, help A company combined with their own advantages to provide customers with A comprehensive, personalized service, improve product awareness, sales and market share, enhance customer satisfaction, improve customer experience, and effectively promote A company in the high-end custom household market comprehensive competitiveness. The paper first introduces the 4P marketing theory, STP theory, high-end customized home products, high-end customized home products marketing value, high-end customized home products business target market positioning, high-end customized home products business marketing strategy and other aspects of the literature. Secondly, this paper introduces the basic development status of A high-end customized home furnishing company, the marketing status and marketing strategy of A company of high-end customized home furnishing products. At the same time, in the way of questionnaire survey, select A's high-end customized home products customers as the survey sample, and discuss the marketing strategy of the company's high-end customized home products and the causes of the problems from five aspects: target market positioning, product, price, channel and promotion. Finally, in view of the above problems, the paper based on the existing STP theory, 4P theory and A company's marketing strategy, in the target market positioning and related high-end customized household products business marketing strategy put Forward one-to-one corresponding targeted optimization measures and the corresponding optimization measures to implement guarantee mechanism. Here, the following conclusions are obtained:

(1) The problems existing in the existing marketing strategy of A high-end customized home furnishing company mainly focus on the lack of target market positioning, the customers' intelligent home furnishing, the product price does not have obvious market competitive advantage, the contribution rate of online marketing channels is low, and the promotion plan is difficult to stimulate the existing marketing strategy is due to the lack of long-term marketing planning strategy, the unreasonable existing marketing organization structure, the lack of professional high-end customized home furnishing marketing planning team and the lack of sufficient financial guarantee For the implementation of marketing strategy. (2) For the company's product marketing strategy, this paper puts Forward combined with customer demand to launch targeted high-end custom household products, through the cost pricing strategy, package pricing strategy, make channel sinking, actively develop three or four line market, the online + offline (O2O) mode, actively looking For third party cooperation, implement cross-border integration, preferential promotion For new and old customers, optimize A high-end customized household company existing marketing strategy. In order to ensure the smooth implementation of the marketing strategy optimization suggestions proposed in this paper, the paper proposes to start from the long-term marketing strategy guarantee, marketing organization structure guarantee, marketing planning team guarantee, marketing fund guarantee of these aspects, to ensure that the marketing strategy optimization suggestions can be implemented smoothly.