色彩营销理论在家具营销中的运用与实施

发布时间：2018-07-05 09:17

本文选题：色彩营销理论 + 家具营销　；参考：《东北林业大学》2013年硕士论文

【摘要】：随着新技术和新材料的应用,家具市场的竞争日益激烈,色彩营销作为市场竞争手段被越来越多的企业应用在家具营销中,合理地将色彩营销应用在家具营销中,能够美化家具的外观,增加产品的附加值,提高产品的销售额。本文采用了文案调研法、归纳法、综合分析法和理论联系实际的方法,详细地探讨了色彩营销在家具营销各个环节中的应用,主要分为三部分,具体研究如下：第一,家具营销中运用的色彩营销理论基础。通过对色彩营销理论的分析,归纳出色彩营销的特点和功能。将色彩营销理论与家具营销体系相结合,总结出色彩营销在家具营销中运用的可行性和必要性。第二,色彩营销在家具营销中的运用。通过分析色彩营销的功能、色彩的调和、色彩的功能及色彩的情感作用,得出色彩营销在家具市场细分及定位、家具色彩设计、家具品牌标识、家具广告、家具陈列及家具包装中的具体运用。第三,色彩营销在家具营销中的实施过程。通过研究家具色彩营销调研的内容,提出影响家具色彩营销方案的关键要素：目标销售环境、目标消费群体、惯用色和流行色的使用及企业自身的品牌形象,初步确定家具色彩营销的方案。将家具色彩营销方案的整体与局部、短期目标与长期目标相统一,实施家具的色彩营销方案。论文结合设计实例,通过对儿童色彩爱好的调研与结果的分析,运用色彩营销理论及色彩的功能,对儿童家具产品、家具品牌标志、广告、陈列及包装进行设计。本文为我国家具企业色彩营销理论的运用提供参考依据,既有利于提高家具产品的设计水平和产品竞争力,又可以满足人们对家具产品的艺术性、功能性以及审美性的多重要求。
[Abstract]:With the application of new technology and new materials, the competition of furniture market is becoming more and more fierce. As a means of market competition, color marketing is applied in furniture marketing by more and more enterprises, and color marketing is applied in furniture marketing reasonably. Can beautify the appearance of furniture, increase the added value of products, improve the sales of products. This paper discusses the application of color marketing in all aspects of furniture marketing in detail, which is divided into three parts, using the methods of case investigation, induction, comprehensive analysis and combination of theory and practice. The specific research is as follows: first, the theory foundation of color marketing used in furniture marketing. By analyzing the theory of color marketing, the characteristics and functions of color marketing are summarized. Combining the theory of color marketing with the system of furniture marketing, the feasibility and necessity of the application of color marketing in furniture marketing are summarized. Second, the use of color marketing in furniture marketing. By analyzing the function of color marketing, the harmony of color, the function of color and the function of color, the paper draws the conclusion that color marketing can be divided and positioned in furniture market, furniture color design, furniture brand logo, furniture advertisement, and so on. The concrete application of furniture display and furniture packaging. Third, the implementation process of color marketing in furniture marketing. By studying the content of furniture color marketing research, the paper puts forward the key factors that affect the furniture color marketing scheme: the target sales environment, the target consumer group, the use of common and popular colors, and the brand image of the enterprise itself. Initially determine the scheme of furniture color marketing. This paper unifies the whole and part of the furniture color marketing scheme, the short term goal and the long term goal, implements the furniture color marketing plan. This paper combines the design example, through the investigation and the result analysis to the child color hobby, uses the color marketing theory and the color function, carries on the design to the children furniture product, the furniture brand logo, the advertisement, the display and the packing. This paper provides reference for the application of color marketing theory of furniture enterprises in our country, which is not only helpful to improve the design level and competitiveness of furniture products, but also to satisfy the artistry of furniture products. Functional and aesthetic requirements.
【学位授予单位】：东北林业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.88;F713.5

【相似文献】