摘要
本文以中山大涌红木家具产业集群为研究对象,在调查、统计与梳理的基础上,对该产业集群中的企业及其品牌名称用字趋同的现象作了客观的阐述与剖析;由此折射出中国家居业界"同质化"的思维定势,指出"千家一面"与"大同小异"的品牌经营格局严重制约了差异化的品牌经营策略,并极大地束缚了中国家具业界的创新思维。
Object-oriented for Dayong redwood furniture industrial cluster,and based on surveys,statistics and comb,this article analyze the phenomenon of Convergence enterprise and brand name in Industrial Cluster;Therefore it reflect the thinking trendy of the homogenization,point out that the brand layout between"thousands of side"and"much the same"seriously restrict the different brand strategy,and greatly astrict creative ideas of China furniture industry.
出处
《家具与室内装饰》
2010年第6期38-41,共4页
Furniture & Interior Design
关键词
企业名号
趋同
品牌经营
同质化
创新思维
Enterprise name
Convergence
Brand operation
Homogenization
Creative thinking