CAJ | 학술논문

我国家具企业经过长期的发展已经具备相当的规模。家具企业现阶段的发展特点是生产能力超过了市场容量，如何提高家具企业的核心生产力、科学选定目标市场、找准服务对象是家具企业亟待解决的问题。笔者在对家具企业进行市场细分和评价的基础上，针对不同家具企业的特点，提出了家具企业目标市场的选择模式和营销战略，力求通过本研究为我国家具企业的市场营销决策提供理论参考。
아국가구기업경과장기적발전이경구비상당적규모。가구기업현계단적발전특점시생산능력초과료시장용량，여하제고가구기업적핵심생산력、과학선정목표시장、조준복무대상시가구기업극대해결적문제。필자재대가구기업진행시장세분화평개적기출상，침대불동가구기업적특점，제출료가구기업목표시장적선택모식화영소전략，력구통과본연구위아국가구기업적시장영소결책제공이론삼고。
China furniture enterprises have been a considerable scale through a long period of development. Furniture industry at this stage is characterized by＇production capacity over the market. How to improve core productivity of furniture enterprises, select scientific target market and identify clients are the problems needed to be solved for furniture enterprises. In this paper, target market selection model and marketing strategy of furniture enterprises are put forward on the basis of market segmentation and evaluation according to different furniture enterprises characteristics in order to provide a theoretical reference for marketing decision-making of China furniture enterprises.