厦门金牌厨柜精装工程营销战略研究
Marketing Strategy of Xia men GoldenHome Decoration Projects
Abstract
中国橱柜生产企业目前已覆盖全国所有省会城市、二线城市和超过90%的县级市 场,企业数量也从1994年的20多家发展到目前的3000多家,已经形成了庞大的产 业体系。但由于其准入门槛低,市场潜力大,导致业内竞争激烈且混乱。厦门金牌 厨柜股份有限公司(以下简称金牌厨柜)创建于1999年,专注厨柜17年,目前拥 有1000多家橱柜专卖店,遍布在全国700多个大中城市中,企业品牌及规模稳居国 内橱柜行业前三甲。金牌厨柜从零售起家,2009年开始启动工程渠道营销,同时于 2011年增设电商和海外营销渠道,但在近几年房地产形势严峻情况下橱柜行业发展 举步维艰,而金牌厨柜工程营销战略该如何调整... A large industry system has established, as current cabinet manufacturers locate all over capital cities, secondary cities and over 90% counties. The number of factories who are manufacturing cabinets in China nowadays has increased to more than 3000 from less than 20 in the year of 1994. In reasons of its low threshold and great market potential, the market competition becomes extremely inten...