Research On Brands Of International Furnishing Retailing And Illumination To Chinese Corporations

With IKEA (Sweden), B&Q (England), OBI (German) and Bo concept (Denmark)'s extension in Chinese market, Chinese furnishings retailing is facing the stress of competition. Especially after China entered into the WTO, Chinese furnishings and furniture corporations are competing more highly with foreign ones in both home markets and world markets than before. In order to obtain and preserve continual predominance in market competitions, it is essential to create and cultivate brand in Chinese correlative corporations. Brand is the symbol, immaterial assets, the ability of competition and headstream of excess profit of corporations. As an important part of corporation's core competence, brand acts as strategic facility for corporation to success in market. Holding the famous brand is the only way for corporation to possessing the market. Therefore, to analyze and identify the brand from successful furnishings corporations will be valuable for the development of Chinese corporations. Firstly, the thesis expounded the concept, origin and essentiality of brand. Based on those theories, the author studied a lot of market data and made plenty of market surveys of IKEA, B&Q, OBI, Bo Concept, etc. Then, the author illuminated the predominance and characteristic on brand orientation and brand management of international furnishings retailing. Finally, the author analyzed the situation of Chinese furnishing corporations and summarized the illumination from the study on famous international furnishings brands. The main innovations of the paper lie in analyzing and studying domestic and foreign furnishings retailing brands all-sided through market surveys in Shanghai, which owns the most flourish furnishings market in China. And then the author summarized the predominance and characteristic on brand orientation and brand management of international furnishings retailing, through which way Chinese corporations can create brands and cultivate brand assets. Based on systemic analysis, Chinese corporations should identify the international situation when they are facing the challenges and opportunities of joining the WTO. They need to confirm their brand orientation, strengthen their brand management and preserve continual predominance in market competitions.