家具建材零售企业营销策略创新与实践——以湛江博皇为例

Innovation and Practice of Marketing Strategies in Furniture and Building Materials Retail Enterprises——Taking Zhanjiang BOWONG as an Example

目前中国家具建材销售市场竞争日趋激烈。湛江博皇在经营的过程中存在市场界定过窄、促销手段过于频繁、服务方式落后、沟通方式简单生硬等不足。建议家具建材零售企业在细分市场的基础上,实施差异化营销;通过体验营销,提高产品附加价值;大力推行情感服务;充分利用社交宣传平台;联合隐形渠道,发掘"助销"潜力;发展联合促销。通过以上创新营销手段,提升企业的销售业绩和市场占有率。

At present,the competition in China’s furniture and building materials market is becoming increasingly fierce.Zhanjiang BOWONG has many problems in the process of operation,such as narrow market definition,too frequent promotions,outdated service modes,and simple and crude communication. On the basis of subdividing the market,these enterprises should take differentiated marketing,increase the added value of products by experience marketing,vigorously promote the emotional service,make full use of publicity platform in social networking,unite invisible channels to explore the merchandising potential, and carry out joint promotion.The innovation of marketing strategies can enhance the sales performance and market share.