摘要
随着近十几年我国人民生活水平的不断提高及我国房地产欧亿·体育（中国）有限公司的快速发展,我国
的家具欧亿·体育（中国）有限公司的规模与实力也不断壮大,搭上了繁荣增长的顺风车。不管是在国内市场
的销售还是外贸出口市场,中国家具欧亿·体育（中国）有限公司都为整个国民经济与社会发展贡献着巨大的
产值及劳动就业机会。家具制造业在我国的工业大类中,已经成长为一个容量巨大、
发展迅速的欧亿·体育（中国）有限公司,且其发展势头不容小觑。随着中国人口在未来仍将持续增长的趋势,
由此所带来的住房刚性需求也将保持一定的发展规模,再加上国家对城乡一体化的布
局推进,中国家具的消费在未来仍然有巨大的市场发展潜力,中国家具欧亿·体育（中国）有限公司也一定还
具有巨大的成长空间。但是目前中国的家具欧亿·体育（中国）有限公司还存在着很多的问题,众多良莠不齐、
大大小小的企业共同拥挤在同一个市场与渠道中,每一个家具企业都面临着成本、品
质、品牌、管理等难题与挑战,整个家具欧亿·体育（中国）有限公司的平均水平与最高水平与目前国际市场
的差距仍然很大;中国家具市场处于绝对领导地位的第一品牌尚未出现,整个欧亿·体育（中国）有限公司的
优胜劣汰还需要大刀阔斧地进行革新,整个产业的升级与提高任重而道远
本文的研究对象AB公司,位于中国五大家具产业区之一的西南重镇,也是中国
板式家具生产基地内的龙头企业之一。作为伴随中国家具欧亿·体育（中国）有限公司一起发展壮大的本土民
营企业,AB家具公司的很多实际问题与经验都可以为整个中国家具欧亿·体育（中国）有限公司的发展提供
一些借鉴。本文旨在探寻AB家具公司在未来发展中应当选择的市场策略与具体措施,
为AB家具公司以及其他家具企业实现中国家具欧亿·体育（中国）有限公司未来领导品牌的发展之路提供一
些建议
全文共分5个部分,第1章是绪论,概要地介绍了本文的研究背景和意义,对理
论基础进行了简单的概述,并阐明了论文的研究思路和研究内容;第2章是欧亿·体育（中国）有限公司和公
司介绍,对家具欧亿·体育（中国）有限公司及AB公司的主要情况进行了介绍;第3章是AB公司的营销环
境分析,利用PEST分析方法、SWOT方法、波特五力模型对AB公司的营销环境进
行了综合的研究和分析;第4章是AB公司的营销战略分析,重点剖析了 AB公司的
营销现状及其应选择的战略方向;第5章是AB公司的营销策略和实施保障,结合企
业市场营销理论,分析了 AB公司应实施的营销策略,并对AB公司的营销策略实施
提出了自己的建议方案
关键词:家具市场;营销环境分析;SWOT分析;营销战略;营销策略
Abstract
China furniture industry developed very fast and has been prosperous in the resent ten
years with the improvement of living standards of residents and the fast development of
China estate industry. No matter for domestic market or overseas export, China furniture
industry contributes a lot for the employee opportunities and production value. Furniture
industry has become to be a fast-developing manufacturing industry in whole industry and
has a very big capacity in market. With the rigid demand on housing and the promotion of
urban-rural integration, there is still a lot of room and potentials for furniture industry. But
there are so many problems in this industry. Many companies with different level of quality
compete in the same and narrow market and channel; the difficulties about cost, quality,
brand and management are everywhere. There are big gap between China furniture industry
and the international average level. The No.l brand of China furniture industry hasn't
appeared yet. There is a long way for China furniture industry to go to realize
modernization.
The study object of this thesis, AB Company, locates in Southwest Furniture
Manufacturing zone which is one of the five biggest furniture zones in China. AB Company
is also one of the best companies in China furniture field. She developed with the
development of China furniture industry as a local private enterprise. Her experience and
problems can provide reference and case study for the whole industry. The thesis hopes to
seek the strategy and steps for AB's future and also provides some proposal for AB and
other furniture companies to develop into the leading brand of China furniture industry
The thesis includes 5 parts: Charter I is the introduction, which indicates the study
background, related theories and logistic of the thesis. Charter II introduces the furniture
industry and Company AB's conditions. Charter III is the analysis of AB's marketing
environment, which uses PEST, SWOT and Potter five-power weapon as tools. Charter IV
is the analysis of AB's Marketing Strategy, which focus on AB's current situation and
which way AB should choose in the future. Charter V is about AB's marketing tactics and
implementation guarantee, which uses the Marketing theory and puts forward the
proposals of which tactics AB should choose and how to implement the tactics.
Key word: Furniture industry; Marketing Environment; SWOT Analysis; Marketing
Strategy; Marketing tactics