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摘要：随着我国居民生活水平的不断提高，家具已经慢慢成为不可或缺的必需品，家具需求总量不断的扩大，也导致市场竞争日趋激烈。在这样的一个大坏境下，上海亚振家具虽然在西式家具行业中占有一席之地，但是如何把控当今时代的市场，如何适应现在的竞争环境，怎么凭借着高度的市场敏感与市场反应能力，使其扩张为家具行业的全国性集团公司，这些都与企业采取的差异化营销策略分不开。35291
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本文通过对上海家具公司营策略的分析，了解企业在未来市场竞争下所要面对的一些问题。针对这些问题利用STP策略，SWOT分析法，对上海亚振进行系统分析，为接下来完善差异化策略做铺垫。文章重点分析亚振家具的差异化营销策略，从品牌差异化、服务差异化、渠道差异化、网络差异化等方面分析可以改进的营销策略。
毕业论文关键词：家具 STP策略 差异化 营销策略
Study on differentiation marketing tactics of Shanghai A-furniture company
Abstract: With the continuous improvement of living standards in China, furniture has gradually become an indispensable necessity, furniture demand continued to expand also leads to increasingly fierce competition in the market. In such a bad environment,A-Zenith furniture while in the western style furniture industry occupies a place. But the problem is how to control now market era, how to adapt to the current competitive environment, how with high market sensitivity and reaction ability of the market, the expansion of the furniture industry the national group. These are marketing strategy and differentiated points not to switch.
Based on A-Zenith furniture company marketing environment analysis to understand the enterprise in the future under the environment of market economy will face problems. Aiming at these problems, the use of STP strategy, SWOT analysis method, considering the macro environment and micro environment, carries on the system analysis to the Shanghai sub vibration, then offer solutions in order to pave the way for. Then the article analysis A-Zenith furniture differentiated marketing strategy, from the brand differentiation, service differentiation, channel differentiation, network using difference analyze and make marketing strategy can be taken.
Key Words：A-Zenith, STP strategy, persiform marketing, marketing strategy
目 录
一、相关理论与文献综述 1
（一）差异化营销策略 1
(二）营销策略理论 1
（三）国内外文献综述 3
二、 上海亚振家具公司概述 4
(一) 公司和产品的介绍 4
（二）营销方式概况 6
三、上海亚振家具的营销策略分析 7
(一) STP策略 7
（二）上海亚振家具SWOT分析 11
四、 上海亚振家具差异化营销策略研究 13
(一) 产品差异化营销 13
(二) 差异化服务营销 14
(三) 品牌差异化营销 16
（四）渠道差异化营销 17
（五）网络差异化营销 18
五、结语 19
参考文献 20
致 谢 22
一、相关理论与文献综述
（一）差异化营销策略
差异化营销，是指企业在已经细分好的市场中选择至少两个以上的子市场作为市场目标，然后根据每个子市场的特点，提供有针对性的产品和服务并采取相应的营销策略，包括产品策略、渠道策略、价格策略以及促销策略。