A thesis submitted to
Zhengzhou University
for the degree of Master
Analysis on Marketing Strategy of Henan Zhentai
Office Furniture Company
ByGu xiao-hui
Supervisor: Prof. Sun heng-you
Executive Master of Business Administration
Business School
May,2018
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I
摘 要
河南震泰办公家具公司成立于我国办公家具行业快速增长的背景下，历经
12年的摸索与实践获得了稳定的发展。但是近两年来，由于内部管理不力，市
场操作缺乏创新等原因，企业销售业绩有所缓滞，影响了公司战略目标的实现
本文通过对震泰公司所面临的营销环境、目标市场及当前渠道的综合分析，
得知其营销模式存在着产品线不够丰富、销售成员质量参差不齐,以及销售渠道
不完善等问题。为了进一步找出这些问题存在的原因，论文对当前企业的销售
模式、员工效率、渠道管控、服务质量等方面进行了相关评估，得出了震泰公
司经营管理中存在的产品结构不合理、销售团队激励不到位、渠道管理不规范、
服务缺乏监督机制等实质性问题的结论。从而结合震泰公司的实际情况，制定
出了完善营销模式，在全面考核的基础上进行产品整合、销售团队优化，复合
渠道拓宽及服务质量加强等调整措施，并通过精神奖励、物质刺激、管理支持
等诸多手段加强销售队伍激励，从而提高员工办事效率和对公司忠诚度
为了确保改善措施的顺利实施，论文又提出了促进组织机构及制度建设，
产品多元化优化组合、提升人力资源尤其是销售人员的管理水平，加强沟通交
流等一系列工作措施
论文研究分析得出的主要结论和提出的产品多元化、复合销售渠道等调整
措施，对其营销策略的调整具有良好的应用价值，对进一步提高震泰公司的营
销管理水平也具有一定的参考价值
关 键 词：办公家具；营销策略；复合渠道；
II
Abstract
Zhentai company was established in the office furniture industry in our country
under the background of rapid growth, after 12 years of exploration and practice for
the stable development. But in the past two years, due to the lack of internal
management, market operation the reason such as the lack of innovation, the
enterprise sales is slowing, affect the company strategic target realization.
Based on the comprehensive analysis of the marketing environment, target
market and current channel of Zhentai Company, this paper finds out that the
marketing mode of Zhentai Company is not rich enough in product line, uneven in
quality of sales members, and imperfect in sales channel. In order to find out the
causes of these problems, the paper evaluates the current enterprise's sales model,
staff efficiency, channel control, service quality and so on. The conclusion is drawn
that the product structure is unreasonable, the incentive of sales team is not in place,
the channel management is not standard, and the service is lack of supervision
mechanism. Thus combining the actual situation of Zhentai Company On the basis of
comprehensive examination, we have worked out a sound marketing model, adjusted
measures such as product integration, optimization of sales teams, widening of
composite channels and enhancement of service quality, and through spiritual rewards
and material incentives, Management support and other means to enhance sales
incentives, thereby improving staff efficiency and loyalty to the company.
In order to ensure the smooth implementation of the improvement measures, the
paper put forward to promote organization and system construction, the diversified
product optimization combination, enhancethe management level of human resources,
especially the sales staff, strengthen the communication work, and a series of
measures.
The main conclusions of the research and analysis in this paper and the
adjustment measures such as product diversification, compound sales channels and so
on, have good application value to the adjustment of its marketing strategy. To further。