以美国为例的生活方式家居品牌特征探析

Features of Lifestyle Home Furnishing Brand Taking America as an Example

目的对美国相对成熟的生活方式家居品牌的设计特征及营销模式等进行研究,为国内家居品牌的发展提供可借鉴的研究案例。方法对美国具有代表性的生活方式家居品牌数据资料进行梳理,结合对目标品牌的实地调研,综合分析不同品牌的相同特征。调研发现,美国的生活方式家居品牌的设计特征反映在整体规划、产品配搭方法、反映消费者生活形态等方面,再现场景式、互动式及引导式营销等方面也都有十分相似的成功经验及做法,国内传统家居企业在这些方面还比较欠缺。结论美国作为具有多年发展经验的成熟市场,其优胜之处值得国内传统家居企业学习,也值得行业从业者的进一步探讨。当下国内生活方式家居市场正在高速发展,美国生活方式家居品牌可以作为国内新兴的及正在转型的企业的重要参考。

The work aims to study the design features and marketing mode of relatively sophisticated lifestyle home furnishing brands in America,so as to provide research examples for the development of domestic home furnishing brands.The documentations of some representative American lifestyle home furnishing brands were analyzed.Combined with the field research of target brands,the common features of different brands were comprehensively analyzed.The research found out that,the design features of American lifestyle home furnishing brands could be seen from the overall design plan and products matching methods,and reflect consumer’s lifestyle,etc.Moreover,there were similar successful experience and methods in their marketing features which included presenting scenes of daily life,interaction and guidance.By contrast,domestic traditional home furnishing companies were lack of that experience.As a sophisticated market,American home furnishing market has been developing for many years and it is worth being learnt from by domestic traditional home furnishing companies and further discussed by the industrial practitioners.As China's lifestyle home furnishing market is now growing rapidly,American lifestyle home furnishing brands can work as one of the most important references for both of the domestic startup firms and traditional companies which are experiencing the transition.