中国家具企业强势品牌构建策略

摘要

As Chinese furniture enterprises play more and more important role in international furniture industry chain,China has become a big country in the terms of furniture production.While many domestic enterprises have shortened gaps at the aspect of the manufacturing technology level,they have ignored brand construction that means equal importance,which seriously impedes the process in which Chinese furniture enterprises continue to expand and step toward big international furniture brand country.This paper starts with the problems and gaps of domestic furniture brands,and then comprehensively analyzes primary factors of strong brand building,and explores the path to build strong brand for furniture enterprises through the methods of integrating marketing ways,and taking measures such as service inputs,culture injections,and effective accumulation.%随着中国家具企业在国际家具产业链中发挥的作用越来越大,中国已然成为家具生产大国。许多国内企业在缩小制造技术水平差距的同时,却忽视了同等重要的品牌建设问题,这严重阻碍了中国家具企业继续发展壮大、迈向国际成为家具品牌大国的进程。本文从国内家具品牌存在的问题与差距切入,综合分析强势品牌构建的基础因素,通过整合营销传播路径,以投入服务、注入文化、有效积累等方法来寻求家具企业强势品牌之路。