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摘要：最近几年，中国传统文化、红木文化备受推崇以及原材料价格不断上浮、行业问题日益明显，红木家具市场面临着极大的挑战的前提下，以上海老周红木家具有限公司为研究对象，结合市场营销相关理论，对老周红木的营销策略进行评价分析。22451
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然而红木家具行业当中，中小企业还是占据主流地位，其采取的营销手段比较落后。在家具设计方面，因为红木家具的历史久远，现在市场上能看得到的红木家具几乎都是经典款式，很难找到突破口去创新，所以同质化比较严重。而小企业的存在同样影响着这个行业的大企业的营销运作。所以，伴随着红木家具市场竞争日趋激烈，中国红木家具企业必须采取行之有效的营销策略，扩大所占的市场份额，赢得发展壮大的机会。
本文运用市场营销理论知识，以上海老周红木家具营销策略的研究为切入点展开对红木家具生命周期的营销策略研究。通过分析家具行业发展状况以及企业内、外部环境，寻找到企业自身的优势和不足，明确机遇和威胁，并且在调查分析市场实际环境的基础上，做好企业的市场细分，确定目标市场、市场定位。同时对企业的产品策略、价格策略、渠道策略以及促销策略等做出剖析与解读。目的是制定适合上海老周红木家具的营销策略，打开营销新局面，使企业得到不断的成长。同时也为其它类似上海老周红木家具有限公司的企业提供参考。
毕业论文关键字：红木家具 老周红木 市场定位 营销策略
ABSTRACT
In recent years, Chinese traditional culture and mahogany culture are respected and raw mahogany material prices continue to go up. Those industry problems have come into sight. Now the mahogany furniture market is facing great challenges. This paper takes Shanghai LAOZHOU mahogany furniture co., Ltd. as the research object, which analysis its marketing strategy with the market marketing theory.
However, there are so many small and medium-sized enterprises in the mahogany furniture industries. Although they use inappropriate marketing strategy,they still occupy the mainstream position of the industry. Since there is a long history of the mahogany furniture,those products we can see in the market are the classic shapes,so is hard to find a breakthrough innovation. And it turns out to be a serious homogenization.The existence of small and medium-sized enterprises in this industry also affects the marketing operations of large corporates. In this case,Chinese mahogany enterprises must take steps of effective marketing strategy to expand market share with the increasingly fierce market competition.
This paper start with the study of Shanghai LAOZHOU mahogany furniture co., Ltd’s marketing strategy with theoretical knowledge of marketing.To find out the enterprise strengths and weaknesses, opportunities and threats,the analysis of the development of the mahogany furniture industry and the external environment of the enterprise must be done. Moreover,basing on the analysis of the investigation, this paper points out exact market segmentation, target market, market positioning strategy. In the meantime,the 4p-strategy which include product , pricing , channel and marketing strategy is being dissected to generate the best 4p-strategy for Shanghai LAOZHOU mahogany furniture co., Ltd. It also provides a reference for other similar enterprises to enlarge their market share.
Keywords: mahogany furniture; LAOZHOU mahogany;market segmentation；marketing strategy
目录
第1章 绪论..1
1.1 研究的背景、目的和意义.1
1.2 研究的思路和方法.1
第2章 红木家具行业分析..2
2.1 红木家具概述..2
2.2 红木产业2
2.2.1 红木家具行业现状分析.2
2.2.2 红木家具行业前景分析.3