摘要:本课题研究的是产品组合策略在定制家具上的应用。定制家具是家具企业在产品大规模生产的基础上，把市场细分为每一个消费者，根据消费者的个人要求，来设计生产属于消费者的个人专属家具。定制家具在欧美、日本等地很流行，定制服务也比较完善，而定制家具在中国还处于一个发展阶段，在内地重庆等地区更是处于初级阶段。产品组合是指一个企业或经营的产品线、产品项目的组合方式，它包括长度、宽度、密度和深度。

　　　随着房地产的快速发展，房屋的户型、装修设计风格层出不穷，消费者对产品的个性化要求越来越高，而传统的大规模生产的产品大众化，不能充分满足消费者对家装的个性化要求。传统家具放在展示厅里很合适，但放到具体的户型后，不是尺寸空间不符，就是与装饰设计风格不符，这时就有消费者要求定制家具。而一些企业抓住这个机会应运而生，为消费者制定定制家具服务，获得快速发展。

　　　要在激烈竞争的行业中发展生存下去，就必须有足够的竞争力，而这些竞争力不仅体现在定制家具的产品质量上，还有产品的组合策略和售后服务上。本课题的研究对象是重庆玛格装饰公司，该公司是重庆本土的新兴企业，也是重庆地区定制家具行业较早的企业。在重庆本土行业内其他企业发展，外省企业进入重庆市场的情况下，希望本课题能给该公司提供一些帮助。

关键词：定制家具 产品组合 玛格装饰

Abstract:This topic is the study of the product portfolio strategy in the application of custom furniture. Custom furniture is a furniture enterprise on the basis of product mass production, the market segmentation for every customer, according to customers’ individual requirements to design personal exclusive furniture production belongs to the consumer. Custom furniture is very popular in Europe and the United States, Japan and other places, Custom service is also perfect, and custom furniture is still in a stage of development in China, Chongqing and other regions in the mainland is in its infancy. Product portfolio refers to a business or product line, product project combination, which includes length, width, density and depth.

Door model, with the rapid development of real estate, house decoration design style emerge in endlessly, consumer to product the personalized demand is higher and higher, and the popularization of traditional mass production of the product, can't fully satisfy consumers personalized requirements for home decoration. Traditional furniture is put in the showroom is very appropriate, but in the specific family, not inconsistent dimension space, is not in conformity with decoration design style, then there is consumer demand custom furniture. And some companies seize the opportunity arises at the historic moment, custom furniture service for consumers, get rapid development.

　　　In order to survive in the fierce competition of industry development, we must have enough competitiveness; the competitiveness is not only reflected in custom furniture on the quality of the products, and product portfolio strategy and after-sales service. This topic's research object is Chongqing MACIO Decoration Company; the company is emerging enterprises in Chongqing, and Chongqing region earlier enterprise custom furniture industry. Local industry other enterprise development in Chongqing, provincial enterprises enter the market, I hope this topic can give the company to provide some help.

Keywords：Custom furniture; Product portfolio; MACIO decoration