家纺营销策略研究

摘 要 伴随我国经济进展和人们生活水平提升，近几年我国国内家纺产品消费需求不停增加，国内家纺行业已步入了新稳步增加期。而家纺行业蓬勃进展也使大大小小家纺企业之间竞争日益激烈，深圳富安娜家纺企业作为我国家纺行业中领军品牌，一样面临着众多同类企业和产品竞争，怎样在竞争中保持优势并深化提升在全国市场占有量已成为深圳富安娜家纺企业面临主要问题。 本文以营销理论为依据，结合市场调研搜集到资料，对深圳富安娜营销策略现实状况及存在问题进行详细分析，针对富安娜家纺产品市场营销情况及存在问题，提出对应处理对策。全文总共分为五大部分：相关营销理论概述、富安娜家纺企业概况、富安娜家纺企业营销环境分析、富安娜家纺企业营销策略存在问题、富安娜家纺企业营销对策。 关键词：家纺产品；营销环境；营销策略 Abstract As Chinese economic development and people's living standards, Chinese domestic textile products in recent years, growing consumer demand, the domestic textile indu entered a new period of steady growth. The booming textile industry, small and large companies also increased competition between the Shenzhen Fuanna textile company as a leader in Chinese textile industry, brands are facing many similar companies and products, competition, how the competition maintain the advantage and further enhance the market share of the country has become the Shenzhen Fuanna textile companies face important issues. This paper is based on marketing theory, combined with market research data coll on the Shenzhen Fuanna marketing strategies of the problems and a detailed analysis o textile products for Fuanna marketing situation and existing problems, propose solutions accordingly countermeasures. Paper is divided into five parts: an overview of the relevant marketing theory, Fuanna textile company profiles, Fuanna textile marketing environment analysis, Fuanna marketing strategies of textile and problem analysis, Fuanna textile marketing strateg...