国内实木地板产业营销环境分析

企业的生存与发展、资源、问题和机会都是由整个产业的宏观环境和微观环境产生和调节的。通过对国内实木地板产业营销环境的分析,发现今后实木地板产业将会呈现四大发展趋势:(1)原料与企业数量将减少;(2)产品质量和结构升级;(3)实木地板多元化发展;(4)实木地板走向标准化。企业应该做好市场细分、市场选择和市场定位STP战略研究和具体的产品组合和换代升级高中端产品策略、有限资源的高价格策略、短而宽渠道策略、让利消费者紧贴装修市场的促销策略以及营造"环保、生态、绿色、健康"绿色木地板营销的主题。

Environment Analysis of Domestic Solid Wood Floor Marketing

Survival and development,resource,question and chance in enterprises are all produced and regulated by the entire industrial macroscopic environment and the microscopic environment.Enterprise must accept fast changing political,economic,technology,social and legal environment challenge of bringing from macroscopic.At the same time,as the close connections person i.e.enterprise's micro environments of enterprises,inside the enterprise,consumer,support,restrict and influence the market business activities of enterprises too with,in conformity with trader,distributor,competitor.