大涌镇红木家具企业品牌战略管理初探

Study on Brand Strategic Management of Hongmu Furniture Enterprises in Dachong Town

随着大涌红木家具产业集群的发展,打造具有国内乃至国际影响力的红木家具品牌成为了大涌红木家具企业的重要课题。从大涌镇红木家具企业品牌发展过程中存在的问题入手,综合分析红木家具企业打造强势品牌所需具备的基础要素,并对红木家具企业实施品牌战略管理的途径进行探讨,提出通过以品牌战略目标统帅营销传播活动、规划品牌化战略及品牌架构、为品牌注入文化提升内涵、积累各项品牌资产等途径寻求红木家具企业的品牌壮大之路。

With the development of Dachong Hongmu furniture industry cluster, it becomes the key sub- ject for Hongmu furniture enterprises in Dachong to cultivate brands with domestic and international influ ence. This paper analyzed the current situation of brand development of Hongmu furniture enterprises in Dachong town, and the problems existing in the brand development process. The authors made a compre hensive analysis to the basic elements required to build strong Hongmu furniture brands as well as the paths of implementing strategic brand management. The authors went on to suggest that by commanding market with brand strategy target, planning of brand strategy and brand structure, promoting the brand＇s connotation by culture injection and accumulation of brand assets, the way to strengthen Dachong Hong mu furniture brand could be achieved.