山东美咖家具制造有限公司成立于 2003 年，是以出口导向的生产制造销售 企业。主要生产出口美欧式中低档商业餐馆家具、零件及配件，此类家具常见在 西餐厅、酒吧、咖啡店等场所。除了生产常规的餐馆家具，公司还可以提供来样 加工、来图加工、定制产品等服务。截止目前，产品主要出口美国、加拿大、英 国与澳大利亚等国家和地区。近几年由于外部环境变化和公司内部问题，该企业 缺乏客户与订单，导致公司面临危机。本文以美咖家具目前存在的问题为切入点， 以服务营销理论对该企业的营销问题进行研究。 本文按照“提出问题→分析问题→解决问题”的思路，主要分为四个层次展 开研究。第一、提出美咖家具的营销问题，明确研究目的和意义，梳理相关的营 销理论。第二、对问题展开分析。按照由宏观到微观的顺序，运用 PEST、波特 五力模型分析了美咖家具的外部营销环境,接着分析其内部资源和能力。使用 SWOT 分析工具匹配该企业的内外部因素，找到最合适的营销发展方向。依据营 销理论，通过访谈法和客户满意度调查问卷发现此企业的营销问题和原因。第三、 运用 STP 理论分析美咖家具的目标市场、市场定位，进而确定营销指导思想。 从 7Ps 服务营销理论为此企业制定详细、切实可行的营销策略。第四、为营销策 略的实施制定从组织改革、营销团队激励到风险预警等一系列强有力的保障措施。 总之，本文为美咖家具制定了富有竞争力的营销策略，目的在于帮助企业扭 转营销困境，实现公司的良好运作，从而顺利的向自有品牌方向前进。在营销策 略上，首先给产品分类，把产品做出水平与特色，并配合灵活的价格策略和多样 的促销策略，通过传统和新型渠道向客户传递价值。其次，把内部员工与外部合 作者纳入营销伙伴之中，并为此企业建立鲜明的展示形象和制定服务过程管理措 施。本文对新时代转型中的家具生产企业的营销有一定的参考指导意义。 关键词：美咖家具；餐馆家具；行业营销；营销策略II STUDY ON MARKETING MIX OF SHANDONG MEIKA FURNITURE MANUFACTURING CO.,LTD Abstract Shandong Meika Furniture Manufacturing Co., Ltd. is an export-oriented production and sale enterprise, that was established in 2003.It mainly produces and exports medium and low-end commercial restaurant furniture, parts and accessories which are generally found in western restaurants, bars, coffee shops and other places. In addition to the regular restaurant furniture, the company can also process products depending on buyer's samples or drawings, provide customized products and other services. Up to now, the products are mainly exported to the United States, Canada, the United Kingdom, Australia and other countries and regions. In recent years, due to changes in the external environment and internal problems of the company, the lack of customers and orders in this company has caused it to face crises. Aiming at the marketing problems of Meika furniture, this thesis uses the service marketing theory to study. In accordance with the idea of proposing a problem→analyzing the problem→solving the problem, this thesis mainly studies at four levels.Firstly, This thesis puts forward the marketing problem of Meika furniture, clarifies the purpose and significance of the research, and sorts out the theories related to marketing. Secondly, analyze the problem. According to the sequence from macro to micro, analyze the external marketing environment through PEST and Michael Porter's Five Forces Model, and then analyze internal resources and capabilities of Meika furniture. Then use SWOT analysis tool to match internal and external factors to seek the most suitable marketing development direction. On the basis of the marketing theory, identify and analyze marketing problems and reasons through interviews and customer satisfaction questionnaires.Thirdly,determine market targeting, market positioning based on STP process and determine marketing guiding concept. Then in terms of the 7Ps service marketing theory, make detailed and feasible marketing mix for Meika furniture. Fourthly, in order to ensure better implementation of the marketing mix, make a series of safeguard measures that include organizationalIII reform, employee motivation, risk warning and so on. In short, the purpose of this thesis is to contribute to Meika furniture to set up competitive marketing mix and reverse its marketing dilemma, realize the effective operation and move toward to OBM. First of all, classify products and make them with high quality and features, with flexible pricing tactics and diverse promotional methods, and deliver value to customers through traditional and new channels. Furthermore, treat internal employees and external partners as marketing partners, and make a vivid image and service process management measures for Meika furniture. This thesis has guidance value for the marketing of furniture manufacturing enterprises in the modern era. Keywords: Meika furniture; Restaurant furniture; Industry marketing; Marketing mixIV 目 录 中文摘要.................................................I Abstract ................................................. II 第一章 绪论 .............................................1 1.1 研究背景与意义.............................................1 1.1.1 研究背景...............................................1 1.1.2 研究目的...............................................2 1.1.3 研究意义...............................................2 1.2 研究内容与思路.............................................2 1.2.1 研究内容与思路.........................................2 1.2.2 论文框架图.............................................3 1.3 研究工具与方法.............................................4 1.3.1 研究工具...............................................4 1.3.2 研究方法...............................................4 第二章 相关理论综述 .....................................6 2.1 相关基础概念界定...........................................6 2.1.1 国际营销...............................................6 2.1.2 家具营销...............................................6 2.1.3 营销策略...............................................7 2.1.4 商业购买者行为和购买类型...............................7 2.2 国内外家具营销研究现状.....................................7 2.2.1 国外家具营销研究现状...................................7 2.2.2 国内家具营销研究现状...................................8 2.3 市场营销相关理论...........................................9 2.3.1 STP 营销理论...........................................9V 2.3.2 7Ps 营销理论 ...........................................9 2.3.3 服务利润链理论........................................10 第三章 山东美咖家具制造有限公司营销环境分析 ............11 3.1 宏观环境分析..............................................11 3.1.1 政治环境分析..........................................11 3.1.2 经济环境分析..........................................11 3.1.3 社会环境分析..........................................12 3.1.4 技术要素分析..........................................13 3.2 微观环境分析..............................................13 3.2.1 波特五力模型分析......................................13 3.2.2 美咖家具的内部环境分析................................16 3.3 SWOT 分析 ...............................................20 第四章 山东美咖家具制造有限公司营销现状和问题分析 ......22 4.1 山东美咖家具制造有限公司简介..............................22 4.1.1 产品和产品组合........................................22 4.1.2 业务合作和生产方式....................................22 4.2 山东美咖家具制造有限公司营销现状..........................24 4.3 山东美咖家具制造有限公司营销问题诊断与分析................25 4.3.1 美咖家具内部访谈分析（含兼职和离职员工）..............26 4.3.2 客户访谈..............................................27 4.3.3 客户满意度调查问卷及分析..............................28 第五章 山东美咖家具制造有限公司营销策略 ................32 5.1 STP 分析及其营销指导思想..................................32 5.1.1 美咖家具的市场细分....................................32 5.1.2 美咖家具的目标市场选择................................35 5.1.3 美咖家具的市场定位....................................37VI 5.1.4 美咖家具的营销指导思想................................37 5.2 基于 7Ps 营销理论的营销策略制定............................37 5.2.1 产品策略..............................................37 5.2.2 价格策略..............................................40 5.2.3 渠道策略..............................................42 5.2.4 促销策略..............................................45 5.2.5 人员策略..............................................46 5.2.6 有型展示策略..........................................48 5.2.7 过程策略..............................................51 第六章 山东美咖家具制造有限公司营销策略实施的保障措施 ..53 6.1 组织保障..................................................53 6.2 市场营销人员薪酬和激励保障................................55 6.2.1 市场营销人员的薪酬方案................................55 6.2.2 采用不同的激励方式....................................55 6.2.3 多途径的上升通道......................................55 6.2.4 升级其他员工的薪酬激励制度和职业通道..................56 6.3 营销控制保障..............................................56 6.3.1 制定年销售目标........................................56 6.3.2 STP 和营销策略的评估 ..................................57 6.4 生产运营保障..............................................57 6.4.1 优化生产工艺和加工流程................................57 6.4.2 严格的质量管理........................................58 6.5 风险控制保障..............................................58 6.5.1 生产风险..............................................58 6.5.2 定价风险..............................................58 6.5.3 融资风险..............................................58VII 6.5.4 政治风险..............................................59 6.5.5 泄密风险..............................................59 第七章 结论与展望 ......................................60 7.1 主要研究结论..............................................60 7.2 不足与展望................................................61