由于2018年政府对于“房住不炒”概念的提出，以及相关政策的约束，房 价有阶段性见顶的趋势。伴随中美贸易战、经济下行压力增加等因素的影响，家 具市场零售额与出口贸易值近两年出现双双下滑的态势。这一现象使得行业内竞 争更加激烈，尤其是红木家具行业表现更为突出。由于红木家具的价值主要依赖 于原材料和工艺，而名贵木料的生长周期缓慢，砍伐太过迅速，导致名贵原料日 愈稀少的尴尬局面。 就目前情况而言，我国红木家具行业还是中小企业占比较大，款式、功能设 计照搬照抄，创新能力差，同质化严重，营销手段落后，原材料进口受限，以次 充好的现象越发严重，致使红木家具行业进入寒冷的冰冻期，有影响力的企业更 是凤毛麟角。因此，我国红木家具行业有必要加强营销意识，采取合理的营销方 法，达到扩大市场份额的目的。 本文所要研究的唐顺阁红木家具有限公司（下文简称TSG公司），创建于 2006年，是一家以红木家具产品销售为主，生产为辅的综合性企业。TSG是北方 有名的红木家具销售商，拥有直营门店十余家，经销商近百家。总部坐落在有中 国家具之乡美称的河北香河，拥有一万平米的展厅，年销售额达数十亿元。 身处严峻的行业周期以及面对激烈的市场竞争，TSG公司虽具有一定规模， 但产品样式、品牌效应等竞争优势并不明显，在营销模式和经营理念上存在诸多 问题。 本文第一章主要介绍了本文的研究背景及意义、思路和内容，并确定了相关 研究方法。第二章主要对需要使用到的营销理论和调查方法进行概念阐述。第三 章主要通过宏观、微观以及行业方面的现状进行分析，重点介绍国内红木家具行 业的真实发展情况。第四章对近一年光顾的100位消费者进行问卷调查的结果分 析，并对TSG公司进行详细介绍，深入分析公司现有的营销策略及存在问题。第 五章通过市场细分、市场选择、市场定位进一步为TSG公司的营销策略选择提供 依据。第六章基于问卷调查结果，从企业的产品策略、价格策略、营销渠道策略、 促销策略等方面提出合理的建议。 本文通过对TSG公司红木家具的营销环境进行分析，探索TSG公司红木家具 的市场细分与目标市场选择，建议TSG公司在高端产品的营销策略选择上应注重 高级技师的培养与设计创新，积极争取荣誉，配合网络营销、广告宣传、拍卖或 明星代言的形式增加曝光度，让客户通过红木博物馆、茶馆、VR/AR、情景体验 式营销等新渠道增加购买欲望，为客户提供定制选择的营销策略。 关键词：红木家具；网络营销；体验营销；营销策略 II Abstract Duetothegovernment'sproposaloftheconceptof"Thehouseisusedtolive andnospeculation"in2018andtherestrictionofrelatedpolicies,housingpriceshave apeakingtrendinstages.WiththeimpactofSino-UStradewarandincreasing economicdownwardpressure,theretailsalesoffurnituremarketandExporttrade valuehavebothdeclinedinthepasttwoyears.Thisphenomenonhasmadethe competitionintheindustrymoreintense,especiallythemahoganyfurnitureindustry hasperformedmoreprominently.Becausethevalueofmahoganyfurnituremainly dependsonrawmaterialsandtechnology,thegrowthcycleofpreciouswoodisslow, andthecuttingistoorapid,resultingintheembarrassingsituationofrareandrareraw materials. Asfarasthecurrentsituationisconcerned,China'smahoganyfurnitureindustry stillhasarelativelylargenumberofsmallandmedium-sizedenterprises.Thestyle andfunctionaldesignarecopied,theinnovationabilityispoor,thehomogenizationis serious,themarketingmethodsarebackward,therawmaterialimportsarelimited, andthephenomenonofsubstandardchargingisbecomingmoreandmoreserious.As aresult,themahoganyfurnitureindustryhasenteredacoldandfrozenperiod,and influentialcompaniesarerare.Therefore,itisnecessaryforChina'smahogany furnitureindustrytostrengthenmarketingawarenessandadoptreasonablemarketing methodstoachievethepurposeofexpandingmarketshare. TangShungeMahoganyFurnitureCo.,Ltd.(referredtoasTSG),whichistobe studiedinthisarticle,wasestablishedin2006.Itisacomprehensiveenterprise mainlyfocusingonthesalesofMahoganyfurnitureandsupplementedbyproduction. TSGisawell-knownMahoganyfurnituresellerinthenorth,withmorethanten directlyoperatedstoresandnearlyahundreddealers.Theheadquarterislocatedin Xianghe,Hebei,whichisknownasthehometownofChinesefurniture.Ithasan exhibitionhallof10,000squaremetersandannualsalesofseveralbillionyuan. Facingsevereindustrycyclesandfacingfiercemarketcompetition,although TSGhasacertainscale,itscompetitiveadvantagessuchasproductstyleandbrand effectsarenotobvious,andtherearemanyproblemsinitsmarketingmodeland businessphilosophy. Thefirstchapterofthisarticlemainlyintroducestheresearchbackgroundand significance,ideasandcontentofthisarticle,anddeterminestherelevantresearch III methods.Thesecondchaptermainlyelaboratestheconceptsofmarketingtheory analysis,STPtheory,marketingmixtheory,literatureresearchmethod,fieldsurvey methodandquestionnairesurveymethod.Thethirdchaptermainlyanalyzesthe currentsituationofthemacro,microandindustry,focusingontherealdevelopment ofthedomesticmahoganyfurnitureindustry.ThefourthchapterintroducesTSGin detail,andanalyzesthecompany'sexistingmarketingstrategiesandproblems. ChapterVfurtherprovidesthebasisfortheimprovementofTSG'smarketingstrategy throughmarketsegmentation,marketselection,andmarketpositioning.Chapter6 putsforwardreasonablesuggestionsbasedondetailedanalysisofthecompany's productstrategy,pricestrategy,marketingchannelstrategy,andpromotionstrategy. ThisarticleanalyzesthemarketingenvironmentofMahoganyfurnitureinTSG company,exploresthemarketsegmentationandtargetmarketselectionofMahogany furnitureinTSGcompany,andsuggeststhatTSGcompanyshouldpayattentionto thecultivationanddesigninnovationofseniortechnicians,activelystriveforhonor, increasetheexposureintheformofnetwork-marketing,advertising,auctionorstar representative,andletcustomersexperiencethroughMahoganyMuseum,Tea-house marketing,VR/ARandSituationalmarketingtoincreasethedesiretobuy,toprovide customerswithcustomizedchoiceofmarketingstrategies. Keywords:mahoganyfurniture;internetmarketing;experientialmarketing; marketingstrategy V 目录 第1章绪论..................................................................................................................1 1.1研究背景及意义............................................................................................1 1.1.1选题背景............................................................................................1 1.1.2选题意义............................................................................................2 1.2论文研究的思路和内容................................................................................2 1.2.1论文研究思路....................................................................................2 1.2.2论文研究内容....................................................................................3 1.3研究方法........................................................................................................3 1.3.1文献研究法........................................................................................3 1.3.2实地调研法........................................................................................3 1.3.3问卷调查法........................................................................................3 第2章相关理论基础..................................................................................................4 2.1相关理论基础................................................................................................4 2.1.1营销环境分析....................................................................................4 2.1.2STP理论.............................................................................................4 2.1.3营销组合理论....................................................................................5 2.2红木家具相关文献综述................................................................................6 2.2.1相关概念............................................................................................6 2.2.2红木家具营销相关研究....................................................................8 第3章TSG红木家具营销环境分析.........................................................................10 3.1宏观营销环境分析......................................................................................10 3.1.1政治经济环境分析..........................................................................10 3.1.2社会文化环境分析..........................................................................13 3.1.3技术环