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1、AbstractFurnitureindustryhasbeenthroughadifficulttimein2011.Therapidlyincreasingcompetitioninthemarketmakestheextravagantprofitsimpossibleinthefuture.Onecanonlywaitforthereformingoftheindustrytosolvetheproblemscausedbytheredundancyoffurnitureenterprises,theexcessofproductioncapacit
2、yandthehomogenizationoftheproducts.Itisnowabigchallengeforasmallfurnitureenterprisetoevensurviveinsuchatoughmarket.Although"brandconstruction”and"Brandmarketing11arenolongernewconceptsinthefurnitureindustry,mostcompanies1brandconstructionendupwithnothingdefinite,mainlyduetothesmall
3、scaleofthoseenterprisesalongwiththelimitationoftheirrelatedfundsandevenknowledge.Inthispaper,wefirstgiveanintroductiontotheBrandmarketingtheory,whichincludesthedevelopment,contentandsomerecentresearchintheBrandmarketing.BasedontheBrandmarketingtheory,wedevelopedaclosestudyontheBran
4、dmarketingstrategiesemployedbyGoodKing.ThestudyshowsthatGoodKingwonsomesuccessintheawarenessofBrandmarketing>After-salesservicesection>LogisticsManagementsection>theexternalpublicitysectionandstructuralregularization,butcouldn'tdowellinunderstandingthebrandpositioningandintheconstr
5、uctionandmanagementofthebrand,whichunfortunatelypreventedtheformationoftheBrandmarketingsystem?ThroughtheSWOTanalysisofGoodKing,weconfirmedthebenefitofacombinationofstrategies,whichputRestassuredfurnituredealersbusinessesasthecentralideaofitsbrandpositioning.Andthebenefitwillbeobta
6、inedunderthehelpofalistofsystematicactions,includingstructuralregularizationoftheenterprise,buildingoftheBrandmarketinggroupandthedevelopmentofthecompanyculture.Keywords:furnitureenterprise,branddevelopment,brandmarketing目錄摘要IAbstractII第1章緒論11」研究背景、目的及意義11.1.1研究背景11.1.2研究目的與意義11.2品
7、牌營銷理論綜述21.2.1品牌理論及營銷理論的發(fā)展21.2.2品牌營銷理論的發(fā)展51.2.3品牌營銷研究現(xiàn)狀51.3木文研究內(nèi)容、方法與框架61.3.1研究內(nèi)容61.3.2研究方法61.3.3論文框架6第2章古通今家居品牌營銷現(xiàn)狀分析82」古通今家居品牌營銷市場環(huán)境現(xiàn)狀分析82.1.1家具市場宏觀環(huán)境分析82.1.2家具市場現(xiàn)狀82.1.3家具經(jīng)銷商現(xiàn)狀分析102.1.4占通今家居競爭對于-分析122.2古通今家居品牌營銷現(xiàn)狀122.2.1古通今家居概況122.2.2古通今家居品牌營銷概況132.3古通今家居SWOT分析162.3.1古通今家居公司的內(nèi)部優(yōu)勢
8、162.3.2古通今家居公司的內(nèi)部劣勢182.3.3
