摘要
为了改善国内家具企业普遍知名度不高的问题;结合信息技术的快速发展、消费者获取信息的方式日益丰富等背景,本文对家具品牌的传播策略新境遇作出响应,以期在新环境下帮助家具企业提高品牌竞争力。本文先从家具品牌传播现状讲起,结合家具的耐用品属性与消费者行为学理论,分析家具品牌建设与传播的依据和要素构成,并通过调研热门家具品牌“宜家家居”分析总结其成功的传播策略以及其结合当代消费者行为变化所做的相关策略变迁,从而为国内家具品牌建设与传播之路提供借鉴。
To solve the problem of low popularity of domestic furniture companies,this article responds to the new requirements of the communication strategy of furniture brands to help improve competitiveness under the background of the rapid development of information technology and the increasingly richer ways of obtaining information.Starting from the current situation of furniture brand communication,this paper argues that furniture has the attribute of durable goods.Combining this attribute with the consumer behavior theory,it analyzes the basis and composition of furniture brand building and communication.Then,it studies IKEA,a popular furniture brand,to summarize how did it become successful in communication and how did it act to adjust to the change of customers’behavior.This paper will provide references for the construction and communication of domestic furniture brands.
作者
顾嘉蔚
许柏鸣
Gu Jiawei;Xu Baiming
出处
《家具与室内装饰》
北大核心
2021年第8期76-79,共4页
Furniture & Interior Design
基金
江苏高校优势学科建设工程资质项目(PAPD)。
关键词
品牌建设
品牌传播策略
品牌竞争力
Brand building
Brand communication strategy
Brand competitiveness
作者简介
顾嘉蔚(1994-),女,硕士研究生,研究方向:家具设计与工程,E-mail:569646909@qq.com;通讯作者:许柏鸣(1962-),男,博士,教授,研究方向:家具设计与工程、产品战略设计,Email:boming220@163.com。
