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The Research on Actuality and Development Trend of Chinese Furniture Marketing

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Tutor: HuJingChu FangHai
School: Central South University of Forestry Science and Technology
Course: Wood Science and Technology
Keywords: furniture,marketing,actuality,development trend
CLC: F426.88
Type: Master's thesis
Year:  2007
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Abstract:
Since the reform of opening policy, Chinese furniture industry has experienced a quick development. Our industry went through the first layer with highly-speed development, which is mainly on the amount, forming a comparable completed industry system with related departments and international concerns. The furniture can meet the demand of peoples¡¯ living and international market.With the highly development of furniture industry, the companies within domestic country gradually develop, the inshore companies develop with active innovation, the foreign companies attend the competition as well. There is a new rends in the furniture market. The furniture industry faces with opportunities and challenges:on the one hand, the markets both in and out of country are expanding; on the other hand, the furniture marketing is facing new problems. So, in the future development, in order to serve for the long-lasting development, meet the demand of modern trend of market development, the furniture company do realize the guiding function of marketing in the long way. In this circumstance the manufacture and businessman should present with a reasonable attitude, broaden eyesight, foreseeable mind to analysis, summarize and predict the actuality state and development trend of marketing.The thesis aims at the Chinese furniture marketing, combing with its industry development, economic development, company features, and management model, carrying out a deep analysis and comparison. The paper is full of all kinds of company cases, in which summarizes the development and change that occurred to the companies by figuring out the real state of furniture company, and then find out the problems in marketing. The thesis combines theory with practice, aiming at problems, then proposing some constructive marketing strategy and directions. All these include:meeting the needs of consumers, Brand Marketing, Culture Marketing, Tasting Marketing, Internet Marketing, Exhibition Marketing, International direction, etc.Furniture marketing is a complex work system, it works under market, including every aspects of the whole company circulates. The company is the player in the marketing, so in order to enhance the core competition of company, it is important to carry out efficient marketing strategy with reference to the reality. Only in this way the furniture industry can enter into a higher and better development.The thesis is a kind of summarizing work, the research toward at Chinese furniture marketing, market situation, company development, consumer needs, marketing strategy, among which are mutual related and influenced. The thesis just picking up some elements into consideration, so it is far from enough to have a full understanding of certain concepts, which needs further theory and engagement in practice in the future.
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