摘 要近年来，随着国民经济的持续增长，人民生活水平也不断提高，对家具的需求也不断增加，这使得中国的家具产业成为一个发展机遇。这为中国的整体经济发展做出了巨大贡献。需求量的不断增加刺激着庞大的消费市场的形成，但同样，企业会面临着激烈的市场竞争。因此，因此家具的出口营销策略是值得研究的课题。 自佛山市船兴家具有限公司七年前成立以来，出口额一直在增长，家具出口产品的范围已从最初的简单复古家具转向高端复古和轻奢家具。船兴家具公司家具出口的主要对象是欧美等发达国家和地区。同时，它也需要将目标扩大到更多市场。自 2013 年成立以来，出口额每年都在增长，但增速持续放缓。因此，总体而言，船兴家具公司仍处于快速发展阶段，未来发展潜力巨大。本文以佛山船兴家具有限公司为研究对象，对该公司现阶段的出口营销状况进行分析后，发现该公司目前存在品牌意识缺失，出口市场过于集中、产品设计、开发能力较弱等问题，同时从与之相应的问题上提出合理的建议以及切实可行的完善措施以此来促进公司的长期稳定发展。关键词：品牌意识；出口市场；营销策略；家具产业AbstractIn recent years, with the continuous growth of the national economy, people's living standards have also continued to increase, and the demand for furniture has also continued to increase, which has made China's furniture and building materials industry a development opportunity. In recent years, China's furniture exports have grown rapidly, making a tremendous contribution to China's overall economic development. As a result, the demand for furniture is increasing, and the consumption of furniture is constantly increasing, but it is also facing fierce market competition. Therefore, how to improve the export marketing of furniture is a subject worth studying.Since the establishment of Foshan Chuanxing Furniture Co., Ltd. seven years ago, the export value has been increasing. The range of furniture export products has shifted from the original simple retro furniture to high-end retro and light luxury furniture. Chuanxing ...
