换一个角度看家具营销——论家具的产业链运作

New Vision On Furniture Marketing——On Industrial Chain Management

从未来家具市场的竞争分析,导入产业链经营的概念。产业链的运作强调社会化分工和各厂商之间的战略协作。销售者拥有与经营品牌,生产商不再拥有品牌而成为零售市场上的配角。还介绍了产业链的形成方法。

Starting by analyzing the situation of the future furniture market competition, the con- cept of industrial chain operation is introduced. In- dustrial chain refers to a branded commercial network, integrated by the designers, seller, producer, logistic organizers, and all other participants, that provides commodities and services to selected target market. The industrial chain fo- cuses on the industrial specialty and strategic co- operation amongst different institutes within the whole network. The seller owns and runs the brand. while the producer does not do and becomes a sup- porter in the retail market. One brand or industrial chain may be composed of multi-products or sup- ply chains. The product research and development is undertaken by all the members within the indus- trial chain instead of the producer alone. How to establish the industrial chain is also introduced.