我国家居零售业品牌战略的企业实证研究-联商网.DOC

NUMPAGES 1 NUMPAGES 1 PAGE 1 PAGE 60 好百年国际家居广场 品牌战略研究 摘 要 在深圳家居连锁零售业中，好百年国际家居广场自1999年元月首家分店开业以来，现在已发展成为拥有六家分店、总营业面积达十多万平方米、分布深圳、珠海、长沙三地的大型家居零售商。好百年国际家居广场在自身品牌建设上取得了一定成果，在广大消费者心目中具有良好的品牌形象，从而树立了自己品牌家具零售商的地位。但好百年国际家居广场由于受自身实力限制，经营模式比较特殊。 本文立足于企业竞争优势分析，对好百年国际家居广场的品牌战略的形成及其实施进行研究。论文首先根据企业现状运用SWOT方法对企业环境和自身实力进行分析，进而确定包括品牌定位、品牌个性、 品牌形象、品牌决策等内容的好百年国际家居广场品牌战略。好百年国际家居广场为了有效实施品牌战略，在建立高品质的服务质量 、品牌传播、组织结构重组和业务流程再造、人才激励、 企业文化建设等方面做了大量工作，本文也将对这方面内容进行阐述并做一些补充。 关键词：家居、品牌、品牌战略 ABSTRACT In the furniture retail industry of Shenzhen, HOBA international furniture plaza developed fastest in recent years. Since The first branch was open in January of 1999， HOBA international furniture plaza have already developed into a large furniture retailer which have six branches in Shenzhen, Zhuhai and Changsha, its total sales area is more than 100, 000 square metres now. And HOBA international furniture plaza have made a fine achievement on its own brand construction, it have a better brand image in consumers’ minds than other retailers, and have established its own status as a brand furniture retailer. But, HOBA international furniture plaza takes a special management mode limited with its own strength. This paper will research HOBA international furniture plaza’s brand strategy forming and implement which base on enterprise competition advantage analysis. At first ,this paper will apply the SWOT method to analyse the environment of enterprise and its own strength according to HOBA’s present situation, then confirm HOBA international furniture plaza’s brand strategy including brand positioning, brand character, brand image, brand policy. In order to implement the brand strategy effectively, HOBA international furniture plaza do a lot work on setting up high-quality service, brand communication, enterprise framework reorganization and business procedure rebuilding, talents encouraging and enterprise cultural construction, etc. This paper will continue to explain these contents