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国内办公家具五金行业三大囧境

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发表于 2014-6-27 17:14:09 | 显示全部楼层 |阅读模式
面对发展迅速的办公家具市场,国内很多办公家具企业只注重“铺摊子”而不注重产品的设计和质量,也缺乏科学的营销战略。在产品开发、品牌建设、市场营销、市场推广、渠道管理、物流配送、售后服务、厂商关系等问题上缺乏长远、稳定而科学的战略指导,从而只能占领利润微薄的低端办公家具市场,而导致国际品牌家具在办公家具行业的中高端市场中一直处于领先地位。

纵观中国办公家具行业,同质化低端竞争的现象依然存在。主要表现为:企业设计开发能力不强,新产品开发主要是模仿国外品牌产品。尽管很多企业开始关注品牌经营,但整个行业竞争还处于产品竞争阶段,这就难免成为价格的竞争。办公家具主要客户为企事业单位、政府机构等团体群体,一些企业对品牌推广重视不够。
同质化现象严重
随着企业的不断增多,办公家具的需求量也不断增大,市场前景不错。前景好自然就成了“香饽饽”,竞争愈演愈烈,外资企业不断涌入国内市场,国内办公家具企业已经岌岌可危。业内人士表示,尽管这几年国家不断提高家具行业标准,但办公家具行业目前仍处于严重同质化竞争状态,行业内产品抄袭模仿现象普遍,一些所谓的品牌家具商,通过向小工厂外包廉价产品以减少成本。行业进入门槛较低,众多短视企业为了快速提高市场占有率,不惜采取不规范的竞争行为以获得销售,扰乱市场秩序,一些坚持品质取胜的企业在无序竞争中受到严重打击。
办公家具五金专业卖场较少
一些规模较大的家具卖场,民用家居仍然占据各大卖场主要铺位,办公家具较为集中的卖场不多。据了解,办公家具行业目前的营销模式仍然属于传统型,大多办公家具企业仍然采用上门推销、投标、展会、目录营销等传统方式销售。随着欧美不断提高进口家具的环保标准,大量中国家具出口企业已大幅将销售方向转向国内市场。很多办公家具企业开始积极转型,在提高家具品质的同时,注重品牌影响力的提升。

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