摘 要： 经过近20年发展，中国家具业在产品研发、生产实力、企业效益与管理等诸方面都取得了长足进步，为世界所瞩目。随着“定制”这一家居概念逐渐深入人心，定制家具中的橱柜行业也在不断发展提升，定制橱柜成了现代家居装饰中的重要组成部分，它能够满足个性需求，更好地利用空间，更健康环保。橱柜不仅关系到家居的设计风格，在一定程度上也体现了主人对家居生活的感觉和态度。本文就现今橱柜市场的发展状况，依据以往经验与自身实地考察，总结归纳出橱柜市场现状以及普遍存在问题，并预测未来市场发展趋势。根据这一趋势，以G公司为例，对其华东市场营销策略进行分析，作出主观创新和指导性意见，最终达到提高市场占有率和品牌影响力的目的。
关键词：定制橱柜；市场分析；营销策略；主观意见
Analysis of the market research and marketing strategies of custom
Dai Hangtian
（College of Furnishings and Industrial Design，Nanjing Forestry University，Nanjing 210037，China）
Abstract：After nearly 20 years of development, China#39;s furniture industry has made considerable progress in product development, production strength, enterprise efficiency and management, which has attracted worldwide attention. With the popularity of the concept of 'customization', the cabinet industry in customized furniture is constantly developing and upgrading. Customized cabinet has become an important part of modern home decoration. It can meet individual needs, make better use of space, and be healthier and environmentally friendly. The cabinet is not only related to the design style of home, but also reflects the host#39;s feeling and attitude towards home life to a certain extent. This paper summarizes the current situation and common problems of the cabinet Market Based on past experience and self-field investigation, and predicts the future market development trend. According to this trend, taking G Company as an example, this paper analyses its marketing strategy in East China, makes subjective innovation and guidance, and finally achieves the goal of improving market share and brand influence.
Keyword：Custom cabinets；Market analysis，Marketing strategy；Subjective opinions
1 研究目的与意义
定制橱柜和成品家具不同，成品家具在规模、生产力上具有绝对的优势，定制橱柜却是一个相对趋向个性化、独立化、私有化的产品。本文较为全面的从现今定制橱柜市场的角度，根据G企业及以往行业的营销经验，对G公司定制橱柜的营销策略提出主观的建议，致力于提升其国内橱柜市场的占有率。
