古通今家居品牌营销策略分析

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1、AbstractFurnitureindustryhasbeenthroughadifficulttimein2011.Therapidlyincreasingcompetitioninthemarketmakestheextravagantprofitsimpossibleinthefuture.Onecanonlywaitforthereformingoftheindustrytosolvetheproblemscausedbytheredundancyoffurnitureenterprises,theexcessofproductioncapacit

2、yandthehomogenizationoftheproducts.Itisnowabigchallengeforasmallfurnitureenterprisetoevensurviveinsuchatoughmarket.Although"brandconstruction”and"Brandmarketing11arenolongernewconceptsinthefurnitureindustry,mostcompanies1brandconstructionendupwithnothingdefinite,mainlyduetothesmall

3、scaleofthoseenterprisesalongwiththelimitationoftheirrelatedfundsandevenknowledge.Inthispaper,wefirstgiveanintroductiontotheBrandmarketingtheory,whichincludesthedevelopment,contentandsomerecentresearchintheBrandmarketing.BasedontheBrandmarketingtheory,wedevelopedaclosestudyontheBran

4、dmarketingstrategiesemployedbyGoodKing.ThestudyshowsthatGoodKingwonsomesuccessintheawarenessofBrandmarketing>After-salesservicesection>LogisticsManagementsection>theexternalpublicitysectionandstructuralregularization,butcouldn'tdowellinunderstandingthebrandpositioningandintheconstr

5、uctionandmanagementofthebrand,whichunfortunatelypreventedtheformationoftheBrandmarketingsystem・ThroughtheSWOTanalysisofGoodKing,weconfirmedthebenefitofacombinationofstrategies,whichputRestassuredfurnituredealersbusinessesasthecentralideaofitsbrandpositioning.Andthebenefitwillbeobta

6、inedunderthehelpofalistofsystematicactions,includingstructuralregularizationoftheenterprise,buildingoftheBrandmarketinggroupandthedevelopmentofthecompanyculture.Keywords:furnitureenterprise,branddevelopment,brandmarketing目录摘要IAbstractII第1章绪论11」研究背景、目的及意义11.1.1研究背景11.1.2研究目的与意义11.2品

7、牌营销理论综述21.2.1品牌理论及营销理论的发展21.2.2品牌营销理论的发展51.2.3品牌营销研究现状51.3木文研究内容、方法与框架61.3.1研究内容61.3.2研究方法61.3.3论文框架6第2章古通今家居品牌营销现状分析82」古通今家居品牌营销市场环境现状分析82.1.1家具市场宏观环境分析82.1.2家具市场现状82.1.3家具经销商现状分析102.1.4占通今家居竞争对于-分析122.2古通今家居品牌营销现状122.2.1古通今家居概况122.2.2古通今家居品牌营销概况132.3古通今家居SWOT分析162.3.1古通今家居公司的内部优势

8、162.3.2古通今家居公司的内部劣势182.3.3