A家具企业外销转内销品牌构建策略研究

发布时间：2018-04-04 14:42

本文选题：外销转内销A家具企业　切入点：品牌定位　出处：《山东大学》2013年硕士论文

【摘要】：改革开放30多年来,中国家具行业发展迅速,自从2008年世界经济危机,逐步出现越来越多的外销转内销企业,中国仅依靠出口生存的企业开始将目光转向国内,涌现出一批外销转内销的家具企业。对国内市场毫无经验及基础的外销企业,如何在内销市场上生存下去并发展,在国内市场占有一席之地?要做市场的强者,唯一的办法是建造自己的品牌。本文主要采用文献研究法,案例分析法以及SWOT分析法等研究方法。本文首先分析了现代的家具行业国际及国内的经济环境,家具业的发展历程及发展现状,结合市场营销课程中的品牌,品牌定位,品牌推广,品牌创新,品牌维护,品牌价值等相关的理论知识,以及国内外的相关研究,着重分析了笔者所在单位A家具企业在转型过程及品牌的构建与发展的过程中,遇到的问题以及应对,加入实战操作案例,引导外销转内销企业首先认清自身所具备的优势与自身的不足,走品牌构建与发展之路。首先企业要作合理科学品牌定位及市场定位,充分发挥自身优势,锁定适合自身发展的细分市场,确定品牌发展战略；建立内销团队以及相应的配套制度,选好产品,做好产品定位及产品设计创新,以及直营店建设和各种渠道建设,通过品牌的形象设计,品牌的文化内涵,品牌的推广及延伸,充分发挥好电子商务平台的强大推广宣传能力,做好品牌的建设与发展；品牌建立的基础是有好的产品,优良的产品品质,不断创新的产品设计,产品升级,提升发展设计团队,实现消费者对家具的功能性需求以及满足情感需求,引起情感共鸣,创造品牌价值；好的品牌要有完善的售后服务体系,强大高效安全的物流配送体系,优化企业内部管理体系,制定高效流程并落地,检查执行,运用好ERP系统管理软件,做好供销存链条管理,提高效率及准确率,并可生成各项统计报表,用于管理决策；全员培训,学习提高,做好客户服务,及时高效的满足消费者不断变化的的各种需求,赢的消费者的认同与拥护,建立品牌忠诚；由此占据一定的市场份额,在国内市场扎根发展并首先成为细分市场内的领导型企业,建立细分市场的领导品牌,并逐步扩展强大,为整个家具行业的发展及整个社会经济做出应有的贡献。
[Abstract]:Over the past 30 years of reform and opening up, the Chinese furniture industry has developed rapidly. Since the 2008 world economic crisis, more and more export and domestic enterprises have gradually emerged.The emergence of a number of export to domestic sales of furniture enterprises.How to survive and develop in the domestic market and have a place in the domestic market for the export enterprises which have no experience and foundation in the domestic market?The only way to be strong in the market is to build your own brand.This article mainly adopts the literature research method, the case analysis method and the SWOT analysis method and so on research method.This paper first analyzes the international and domestic economic environment of modern furniture industry, the development process and current situation of furniture industry, and combines the brand, brand positioning, brand promotion, brand innovation, brand maintenance in marketing curriculum.Brand value and other related theoretical knowledge, as well as domestic and foreign relevant research, focused on the author's unit A furniture enterprises in the transformation process and brand construction and development process, encountered problems and countermeasures,Join the actual operation cases, guide the export to domestic marketing enterprises to recognize their own advantages and shortcomings, and take the road of brand construction and development.First of all, enterprises should make rational scientific brand positioning and market positioning, give full play to their own advantages, lock in the market segments suitable for their own development, determine the brand development strategy, establish domestic sales teams and corresponding supporting systems, and select products.Make good product positioning and product design innovation, as well as direct store construction and various channel construction, through the brand image design, brand culture connotation, brand promotion and extension, give full play to the strong promotion and propaganda ability of electronic commerce platform, through the brand image design, the brand culture connotation, the brand promotion and the extension,Brand building and development is based on good products, excellent product quality, continuous innovation of product design, product upgrading, promotion of development design team,To achieve the functional needs of consumers to furniture and to meet emotional needs, cause emotional resonance, create brand value; good brands should have a sound after-sales service system, a strong, efficient and safe logistics distribution system,Optimize the internal management system of the enterprise, establish the efficient process and land, check the execution, make good use of the ERP system management software, do a good job of the supply, marketing and storage chain management, improve efficiency and accuracy, and can generate various statistical reports for management decisions;Training, learning to improve, do a good job of customer service, timely and efficient to meet the changing needs of consumers, win the recognition and support of consumers, establish brand loyalty, thus occupying a certain market share,It takes root and develops in the domestic market and first becomes the leading enterprise in the subdivision market, establishes the leading brand of the subdivision market, and gradually expands and strong, and makes due contribution to the development of the whole furniture industry and the whole society and economy.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F272.3;F426.88

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