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进口家具品牌在家具商场的营销策略研究——以Bo Concept品牌为例
我国GDP总量不断增加、生活水平不断提高，消费者对于家居生活品质的要求也在不断提升，家具市场需求不断扩大，消费者对家具的需求也开始变得个性化，家具行业竞争日益激烈。进口家具消费市场正在迅速崛起，进口家具增速远超出口家具增速，但进口家具企业却仍存在销售方式不够丰富、产品质量参差不齐、产品身份真伪难辨等问题。对此，进口家具企业必须要审视宏观环境和市场定位，采取相对应的营销措施提高企业竞争力促进市场发展。本文着重对南京地区进口家具市场进行调研，以Bo Concept品牌为例，构建SWOT模型通过分析企业的产品特点、消费者特征、营销手段和恶策略，结合南京地区家具市场的宏观环境来制定符合企业特点的营销策略，也为南京家具企业营销策略的制定和实施提供思路。
关键词：进口家具；市场营销；SWOT分析
ABSTRACT
With the continuous increase of GDP and improvement of living standards in China, consumers#39; requirements for household quality of life are also constantly improving. With the continuous expansion of furniture market demand, consumers#39; demand for furniture also starts to become personalized, and the competition in furniture industry is increasingly fierce. The consumption market of imported furniture is rising rapidly, and the growth rate of imported furniture is much higher than that of exported furniture. However, there are still some problems in imported furniture enterprises, such as insufficient sales mode, uneven product quality, and difficulty in distinguishing the authenticity of product identity. In this regard, import furniture enterprises must examine the macro environment and market positioning, take corresponding marketing measures to improve the competitiveness of enterprises to promote market development. In this paper the imported furniture market in Nanjing region research, to Bo Concept brand, for example, the SWOT model was constructed through analyzing the characteristics of the enterprise products, consumer characteristics, marketing and strategy of evil, in combination with the macro environment of Nanjing area furniture market to develop in accordance with the characteristics of enterprise marketing strategy, also for Nanjing furniture enterprise marketing strategy formulation and implementation.
Key words：Import furniture；marketing；SWOT analysis
1 引言
通过对进口家具市场的调研，以Bo Concept品牌为例，分析家具卖场里面的进口家具类型店面的产品特点、消费者特征、营销策略和手段，同时利用PEST模型分析目前家具市场的宏观环境[1]，对进口家具企业所处行业进行微观环境分析。最后根据调查研究提出较为精准的市场定位以及符合企业产品特点的市场营销策略，从而增强企业的市场竞争力。我国进口家具消费市场正在迅速崛起，进口家具增速远超出口家具增速，但我国进口家具市场还存在销售方式不够丰富、产品身份真伪难辨、产品信息不对称等问题[2]，通过调查研究，给南京进口家具企业营销策略提供参考。本文将以Bo Concept品牌为例，对该品牌所处环境和面临的问题进行了分析，并深度分析其南京地区经销商当前所处的具体环境情况，从各方面调查分析并提供策略切实为企业带来利益。通过对消费者特征分析，探究消费者心理及用户体验与家具品牌形象管理的联系，从进口家具生产经营企业通过关注影响消费者体验关键因素出发，设计营销模式，为企业品牌形象的提升及品牌忠诚度的提高提供指引[3]。
