广大环球家具超市品牌战略研究

发布时间：2018-12-30 18:53

【摘要】：随着我国房地产行业的繁荣发展,国内连锁品牌家具卖场不断发展壮大,国际品牌家具卖场不断进入和影响中国家具业,从而使得家具卖场行业面临严峻的竞争和发展考验。面对全球化和日益残酷的竞争趋势,品牌的重要性日益凸显,谁拥有了品牌,谁就能在未来的竞争中拥有极大的优势。本文以广大环球家具超市为研究对象,运用所学理论,结合该家具卖场企业的实际情况进行分析研究。首先从广大环球家具超市的发展环境分析入手,对其外部环境、竞争力量及内部环境进行详细分析,然后对广大环球家具超市品牌建设的现状与问题进行剖析,运用SWOT分析法,分析出广大环球家具超市发展的机会以及面临的威胁；根据最后SWOT的综合分析矩阵,确定了广大环球家具超市的市场定位、发展战略、品牌定位策略,并制定了广大环球家具超市的品牌战略。最后,进一步提出了广大环球家具超市品牌战略实施的策略,并在公司文化、人力资源、组织机构、公司制度等方面对品牌战略的实施提供了保障措施。如果广大环球家具超市的品牌战略实施成功,将形成一批稳定忠诚的客户及市场,从而使超市的交易额增长、交易成本降低、利润率提高,从而获得更大更快的发展。本文对广大环球家具超市品牌战略进行的研究,希望能对目前快速发展的各类家居卖场或家居品牌的品牌建设与发展提供研究和参考素材。
[Abstract]:With the prosperous development of the real estate industry in China, the domestic chain brand furniture stores are developing and expanding, and the international brand furniture stores are constantly entering and influencing the Chinese furniture industry, which makes the furniture market industry face severe competition and development test. In the face of globalization and the increasingly cruel trend of competition, the importance of brand is increasingly prominent, who has the brand, who can have a great advantage in the future competition. This article takes the vast world furniture supermarket as the research object, uses the theory, unifies this furniture sale enterprise's actual situation carries on the analysis research. This paper begins with the analysis of the development environment of the world furniture supermarket, analyzes its external environment, competitive power and internal environment in detail, then analyzes the current situation and problems of the brand construction of the world furniture supermarket, and applies SWOT analysis method. Analyze the opportunities and threats to the development of the global furniture supermarket; According to the comprehensive analysis matrix of SWOT, the market positioning, development strategy and brand positioning strategy of the global furniture supermarket are determined, and the brand strategy of the global furniture supermarket is formulated. Finally, the author puts forward the strategy of brand strategy implementation in the world furniture supermarket, and provides the guarantee measures in the aspects of company culture, human resources, organization, company system and so on. If the brand strategy of the global furniture supermarket is carried out successfully, a group of stable and loyal customers and markets will be formed, thus the turnover of the supermarket will increase, the transaction cost will be reduced, the profit rate will be increased, and the development will be bigger and faster. This paper studies the brand strategy of the world furniture supermarket, hoping to provide the research and reference material for the brand construction and development of all kinds of household stores or household brands that are developing rapidly at present.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F721;F274

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