从企业名号透视中国家具业界的品牌经营误区——以中山大涌红木家具产业集群为例

Mistaken Ideas of Brand Operation in Chinese Furniture Industy from Enterprise Name:Take Dayong Redwood Furniture Industrial Cluster in Zhongshan for Example

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.