新零售背景下广州市家居企业营销策略研究内 容 摘 要广州市是当代中国家居建材制造业的重要发源地，经过三十多年的发展，广州市成为了我国定制之都，拥有良好的产业基础。近几年来，房地产行业发展减缓；消费观念的改变，实体经济受到互联网行业的冲击，使得不少传统家具企业经营陷入困境。本文在阅读文献的基础上，使用了 SWOT 分析方法，以广州市家居企业——欧派家居为典型案例，分析其如何应对新零售的趋势。首先阐述了欧派家居的营销现状，通过 SWOT 矩阵对欧派家居所处的内部环境和外部环境进行分析，了解公司拥有的内部优势与短板，寻找外部环境带来的机遇，提高自身抵御风险的能力。基于 SWOT 矩阵分析，结合新零售的发展趋势，从品牌建设，营销渠道，服务质量，技术创新等方面制定营销策略。同时，为广州市家居企业提供参考借鉴。关键词：新零售；家居行业；营销策略；SWOT 分析PAGE \* MERGEFORMATIIResearch on the marketing strategy of Guangzhou household enterprises under the background of new retailAbstractGuangzhou is an important birthplace of contemporary Chinese home building materials manufacturing industry. After more than 30 years of development, Guangzhou has become China's customized capital with a good industrial foundation. In recent years, the development of the real estate industry has slowed down; changes in consumer perceptions and the impact of the Internet industry on the real economy have caused many traditional furniture companies to run into trouble. Based on extensive reading of the literature, this article uses a qualitative analysis method. Taking the custom home furnishing enterprise in Guangzhou, OPPEIN as a typical example, analyze how it responds to the trend of new retail. First, the marketing status of OPPEIN is described. Through the SWOT matrix, the internal environment and external environment of OPPEIN are analyzed to understand the company's internal advantages and shortcomings, look for opportunities brought by the ex...
