地板品牌,在差异化战略中突围（The floor brand, the differentiation strategy breakthrough）.docVIP

地板品牌,在差异化战略中突围（The floor brand, the differentiation strategy breakthrough） The flooring industry, is the most difficult to reflect the difference of product industry. Product and process is also very easy to be copied and imitated. It is different from other Home Furnishing consumer goods, can give a lot of product design, color and decoration auxiliary. The floor for many enterprises, how can the innumerable brand novel? How can rival stark differences, and seize the hearts of consumers? These questions, perhaps in the face of many flooring enterprises actual situation and difficult questions. The brand differentiation building difficult and pain Now some experts predict that the China floor will enter the brands death, this is not alarmist. According to industry statistics, at present the number of flooring brands are not less than one thousand, most of which is unknown to the public, the lack of brand personality and the connotation of the brand, only in the low-end market emerge of itself and perish of itself in the stove. According to the general law of memory, an ordinary consumer can number one brand industry remember up to three, five. Thus, the product homogenization tendency, differentiated brand strategy, has become the primary problem imminent many floors brand management process. The difference to build brand, it is difficult in the persistence of a systematic and arduous project. Light free products, famous trademarks, this kind of honor, for their own brand points, but not to enhance the brand differentiation and competitive segment; the construction of brand differentiation, nature also cannot do without advertising, but a lot of advertising, may only create a well-known brand. Not necessarily create a differentiated competitive brand. It can be said that the current 80% floor enterprises still remain in the emphasis on the advantages of product function, but have not been promoted to the differentiated demands the brand level; and flooring companies