【摘要】：隨著我國(guó)房地產(chǎn)行業(yè)的繁榮發(fā)展,國(guó)內(nèi)連鎖品牌家具賣(mài)場(chǎng)不斷發(fā)展壯大,國(guó)際品牌家具賣(mài)場(chǎng)不斷進(jìn)入和影響中國(guó)家具業(yè),從而使得家具賣(mài)場(chǎng)行業(yè)面臨嚴(yán)峻的競(jìng)爭(zhēng)和發(fā)展考驗(yàn)。面對(duì)全球化和日益殘酷的競(jìng)爭(zhēng)趨勢(shì),品牌的重要性日益凸顯,誰(shuí)擁有了品牌,誰(shuí)就能在未來(lái)的競(jìng)爭(zhēng)中擁有極大的優(yōu)勢(shì)。 本文以廣大環(huán)球家具超市為研究對(duì)象,運(yùn)用所學(xué)理論,結(jié)合該家具賣(mài)場(chǎng)企業(yè)的實(shí)際情況進(jìn)行分析研究。首先從廣大環(huán)球家具超市的發(fā)展環(huán)境分析入手,對(duì)其外部環(huán)境、競(jìng)爭(zhēng)力量及內(nèi)部環(huán)境進(jìn)行詳細(xì)分析,然后對(duì)廣大環(huán)球家具超市品牌建設(shè)的現(xiàn)狀與問(wèn)題進(jìn)行剖析,運(yùn)用SWOT分析法,分析出廣大環(huán)球家具超市發(fā)展的機(jī)會(huì)以及面臨的威脅；根據(jù)最后SWOT的綜合分析矩陣,確定了廣大環(huán)球家具超市的市場(chǎng)定位、發(fā)展戰(zhàn)略、品牌定位策略,并制定了廣大環(huán)球家具超市的品牌戰(zhàn)略。最后,進(jìn)一步提出了廣大環(huán)球家具超市品牌戰(zhàn)略實(shí)施的策略,并在公司文化、人力資源、組織機(jī)構(gòu)、公司制度等方面對(duì)品牌戰(zhàn)略的實(shí)施提供了保障措施。如果廣大環(huán)球家具超市的品牌戰(zhàn)略實(shí)施成功,將形成一批穩(wěn)定忠誠(chéng)的客戶及市場(chǎng),從而使超市的交易額增長(zhǎng)、交易成本降低、利潤(rùn)率提高,從而獲得更大更快的發(fā)展。 本文對(duì)廣大環(huán)球家具超市品牌戰(zhàn)略進(jìn)行的研究,希望能對(duì)目前快速發(fā)展的各類(lèi)家居賣(mài)場(chǎng)或家居品牌的品牌建設(shè)與發(fā)展提供研究和參考素材。
[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.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F721;F274

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