本文選題：外銷轉內(nèi)銷A家具企業(yè)　切入點：品牌定位　出處：《山東大學》2013年碩士論文

【摘要】：改革開放30多年來,中國家具行業(yè)發(fā)展迅速,自從2008年世界經(jīng)濟危機,逐步出現(xiàn)越來越多的外銷轉內(nèi)銷企業(yè),中國僅依靠出口生存的企業(yè)開始將目光轉向國內(nèi),涌現(xiàn)出一批外銷轉內(nèi)銷的家具企業(yè)。對國內(nèi)市場毫無經(jīng)驗及基礎的外銷企業(yè),如何在內(nèi)銷市場上生存下去并發(fā)展,在國內(nèi)市場占有一席之地?要做市場的強者,唯一的辦法是建造自己的品牌。 本文主要采用文獻研究法,案例分析法以及SWOT分析法等研究方法。本文首先分析了現(xiàn)代的家具行業(yè)國際及國內(nèi)的經(jīng)濟環(huán)境,家具業(yè)的發(fā)展歷程及發(fā)展現(xiàn)狀,結合市場營銷課程中的品牌,品牌定位,品牌推廣,品牌創(chuàng)新,品牌維護,品牌價值等相關的理論知識,以及國內(nèi)外的相關研究,著重分析了筆者所在單位A家具企業(yè)在轉型過程及品牌的構建與發(fā)展的過程中,遇到的問題以及應對,加入實戰(zhàn)操作案例,引導外銷轉內(nèi)銷企業(yè)首先認清自身所具備的優(yōu)勢與自身的不足,走品牌構建與發(fā)展之路。 首先企業(yè)要作合理科學品牌定位及市場定位,充分發(fā)揮自身優(yōu)勢,鎖定適合自身發(fā)展的細分市場,確定品牌發(fā)展戰(zhàn)略；建立內(nèi)銷團隊以及相應的配套制度,選好產(chǎn)品,做好產(chǎn)品定位及產(chǎn)品設計創(chuàng)新,以及直營店建設和各種渠道建設,通過品牌的形象設計,品牌的文化內(nèi)涵,品牌的推廣及延伸,充分發(fā)揮好電子商務平臺的強大推廣宣傳能力,做好品牌的建設與發(fā)展；品牌建立的基礎是有好的產(chǎn)品,優(yōu)良的產(chǎn)品品質(zhì),不斷創(chuàng)新的產(chǎn)品設計,產(chǎn)品升級,提升發(fā)展設計團隊,實現(xiàn)消費者對家具的功能性需求以及滿足情感需求,引起情感共鳴,創(chuàng)造品牌價值；好的品牌要有完善的售后服務體系,強大高效安全的物流配送體系,優(yōu)化企業(yè)內(nèi)部管理體系,制定高效流程并落地,檢查執(zhí)行,運用好ERP系統(tǒng)管理軟件,做好供銷存鏈條管理,提高效率及準確率,并可生成各項統(tǒng)計報表,用于管理決策；全員培訓,學習提高,做好客戶服務,及時高效的滿足消費者不斷變化的的各種需求,贏的消費者的認同與擁護,建立品牌忠誠；由此占據(jù)一定的市場份額,在國內(nèi)市場扎根發(fā)展并首先成為細分市場內(nèi)的領導型企業(yè),建立細分市場的領導品牌,并逐步擴展強大,為整個家具行業(yè)的發(fā)展及整個社會經(jīng)濟做出應有的貢獻。
[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.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F272.3;F426.88

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