摘要
源自家具王国的Calia集意大利优良的材质、精湛的技艺与人性化的设计于一体,自2005年起与广东爱米高公司结盟进驻中国。本文对Calia品牌的沿革、产品的设计与工艺进行了简析,并对其进驻中国后实施的本土化战略与视觉营销手段进行了探讨,指出无论在本土化战略,还是视觉营销,其本质是Calia向世人表达了一种全新的生活方式。
Italian sofa brand-Calia expresses a life style.This Article firstly makes an introduction on the origin of this brand and the quality of its sofa,and then it analyzes its localization strategies and Visual Merchandising when it comes into the market of China.This plays an instructive and meaningful role in its brand development and terminal production sale.
出处
《家具与室内装饰》
2010年第8期48-53,共6页
Furniture & Interior Design
