CAJ | 학술논문

随着中国家具企业在国际家具产业链中发挥的作用越来越大,中国已然成为家具生产大国。许多国内企业在缩小制造技术水平差距的同时,却忽视了同等重要的品牌建设问题,这严重阻碍了中国家具企业继续发展壮大、迈向国际成为家具品牌大国的进程。本文从国内家具品牌存在的问题与差距切入,综合分析强势品牌构建的基础因素,通过整合营销传播路径,以投入服务、注入文化、有效积累等方法来寻求家具企业强势品牌之路。
수착중국가구기업재국제가구산업련중발휘적작용월래월대,중국이연성위가구생산대국。허다국내기업재축소제조기술수평차거적동시,각홀시료동등중요적품패건설문제,저엄중조애료중국가구기업계속발전장대、매향국제성위가구품패대국적진정。본문종국내가구품패존재적문제여차거절입,종합분석강세품패구건적기출인소,통과정합영소전파로경,이투입복무、주입문화、유효적루등방법래심구가구기업강세품패지로。
As Chinese furniture enterprises play more and more important role in international furniture industry chain,China has become a big country in the terms of furniture production.While many domestic enterprises have shortened gaps at the aspect of the manufacturing technology level,they have ignored brand construction that means equal importance,which seriously impedes the process in which Chinese furniture enterprises continue to expand and step toward big international furniture brand country.This paper starts with the problems and gaps of domestic furniture brands,and then comprehensively analyzes primary factors of strong brand building,and explores the path to build strong brand for furniture enterprises through the methods of integrating marketing ways,and taking measures such as service inputs,culture injections,and effective accumulation.