常州地区家具建材联盟浅析——以50强+1联盟为例

Analyzing the Leagues of Furniture and Building Materials in Changzhou——A Case of Top50 and one Leagues

面对激烈的竞争市场,常州各家居建材品牌选择通过异业联盟的方式来增强自身的竞争力。笔者选取常州地区具有代表性的联盟50强+1联盟为研究对象,阐述了时下家居建材界联盟的组成结构及活动方式,深入分析了50强+1联盟活动的数据,总结了联盟活动的优势及存在的缺点,以求为家具实体店的营销活动提供借鉴。

In the face of fi erce market competition, each household building materials brand in Changzhou choices through different industry alliance to enhance their competitiveness. The author selected Changzhou region representative unions 50 ＋ 1 as the research object, this paper expounds the current household building materials industry composition structure and activity of the alliance, in-depth analysis of the data of 50 ＋ 1 union activity, summarizes the advantages and the disadvantages of union activity, providing reference for the furniture store marketing activities.