橱柜企业终端营销的策略分析——以yt橱柜为例

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1、ABSTRACTIn2010，Chinahasbecomethesuperpoweroftheglobalfurnitureproductionandexport，thecabinethasbeendevelopedintomorethanonetrillionyuanannualoutputvalueofindustry,usheredinaneweraofdevelopment．Domesticcabinethasmorethan3,000smallandlargebusinesses，includingnearly600scale，compe

2、titionisbecomingintense．Uncoordinated，marketingterminalsserioushomogenizationindustryconsensusreachedmarketthesoftunderbellyofTerminal．YTcabinetisoneoftheearliestmanufacturingindustryinthecabinetanditwasratedwell．knowntrademarksinChina，inahighlycompetitivemarketenvironment，cor

3、poratebrandinfluencehasweakened，theterminalcompetitivenessurgentlyneedtoenhance．So，marketingterminalsisabrilliantbreakthroughforgoodindustryveteran，quality，goodreputationYTcabinetswinningthemarket，torevive．Thisprojecttakestheliteratureresearchmethods，surveyanalysis，quantitativ

4、eanalysis，qualitativeanalysis，comparativeanalysisofmethods，practices，researchandcasestudies，combinationoftheoreticalresearchandexperienceempiricalmethodofcombiningtheconceptoftotalqualitymanagement，usetheframeworkofthetheoryofthe4Pterminalmarketingstrategy，analysisofindustryan

5、dcorporateendmarketingstrategydeeply，andcombinedwiththeactualreconstructionofthemarketingstrategiesofcorporateendgoalofanalysis，andultimatelyraisedtheeffectiveendmarketingstrmegytooptimizetheprogram．Firsttheanotherintroducestheresearchbackgroundandsignificance，contentandmethod

6、sinthethesis，andthenintroducesthetheoryofterminalmarketingstrategy，andproposethenatureoftheterminalmarketingstrategy‘acomprehensivequalitymarketing，andthenfocusesonthe4Pterminalmarketingstrategytheory．Thentheanotherusethe4P(product，price，channels，andpromotion)ofmarketingtheory

7、frameworkthestatusofthemarketingstrategyofthecabinetindustryandYTcabinetterminalwereanalyzedtoidentifytheproblemsofterminalmarketingstrategy,thethesispointedoutthatthethreemainreasonsoftheproblem，namelythecompany’Soriginalposition”fine”，thecompany’Sexperienceindecision—makingI

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