茂亚家具品牌营销策略研究.doc

摘要：随着经济全球化的深入，越来越多的国外品牌家具商进入我国，我国家具行业的竞争也越加激烈。在这样的趋势下，家具的品牌价值也越加突显，耳熟能详的家具品牌在销售上占据巨大优势，更加吸引消费者。在这样的竞争环境下，要想不被淘汰，品牌营销战略起着决定性的作用。

　　　本研究以中资家具城为对象，因考虑地区性，故研究对象选择南京茂亚家具，南京茂亚家具是江苏省近年来发展较快的家具城，它集中了产销与卖场功能，但总的来说，在品牌营销上还有缺憾。在研究方法方面采用文献分析和调查法进行研究,探讨南京茂亚家具在品牌管理实施上的措施，借以了解南京茂亚家具对品牌形象营造的了解程度，及运用何种品牌营销活动，分析了南京茂亚家具的品牌营销策略，在通过系统分析后，总结出四点完善茂亚家具品牌营销的策略，分别是设计开发时尚家居、健全服务体系，加强品牌维护、品牌延伸策略，以及利用网络优势，强化品牌营销。

关键字  南京茂亚家具；品牌形象；品牌知名度

Abstract：With the deepening of economic globalization, more and more foreign brands of furniture enterprises come to China and the competition of furniture industry is increasingly fierce. Under such a trend, the furniture brand value is more prominent.Well-known furniture brands occupy a huge advantage in sales, more attractive to consumers. In such a competitive environment, not to be eliminated, the brand marketing strategy plays a decisive role.

　　　In this study, with Chinese furniture enterprises as the object, in consideration of the regional, so research object selection is Nanjing Mao Ya Furniture. Nanjing Mao Ya Furniture is one of the furniture enterprises in Jiangsu province which develops rapidly in recent years .It focused on the production and marketing and store function. But in general, there is defects on brand marketing .In terms of research method using literature analysis and investigation method to research and explore Nanjing Mao Ya Furniture on the implementation of brand management measures, so as to understand the brand image construction of Nanjing Mao Ya Furniture , and use what kind of brand marketing activities and analysis of Nanjing Mao Ya Furniture brand marketing strategy.Through the system analysis, summed up the four-point perfect measures of Mao Ya Furniture brand marketing strategy, design and development of fashionable furniture, improving the service system, strengthening the brand maintenance, brand extension strategy, as well as the use of network advantages, and strengthening the brand marketing.

Keywords   Nanjing Mao Ya Furniture  Brand image  Brand awareness