Research On Brand Building Of Furniture Company

This study focuses on how to establish a brand for L Furniture Company in the highly-competitive furniture industry. This paper applies theories and methodologies in the field of marketing to carry out a systematic study of the brand construction of L Furniture Company. More specifically, this paper mainly deals with the following aspects:(1) This paper conducts an analysis of both the internal and external environments of L Furniture Company, including the macroeconomic conditions, industry analysis and SWOT analysis of the company itself. Through thorough examinations, the paper tries to find the solution, laying a solid foundation for brand construction.(2) This paper carries out market segmentation, targeting and market positioning. Based on the result of STP, this paper puts forward the general marketing thinking of L Furniture Company, as well as the target marketing strategy, pointing out the orientation of brand construction.(3) This paper drafts the detailed brand strategy for L Furniture Company. Based on the brand planning of L Furniture Company, this paper analyzes the various aspects of a brand, and figures out the uncertainties that may crop up in the process of brand construction and development, as well as the problems that should be paid attention to and solved.(4) This paper constructs the marketing mix strategy of L Furniture Company from such dimensions as product, price, promotion and place, so as to support the implementation of the brand construction strategy of L Furniture Company.Fully based on the market status quo, the brand construction strategy put forward by this paper reconciles a number of factors. However, perfect as the strategy is, an efficient enforcing mechanism is needed to ensure the consistency of strategy formulation and implementation. When implementing of brand construction, minor revision is needed to adapt to the constantly-changing market. In addition, training of all the marketing staff and other employees is necessary as they should be well-informed of the future development direction of the company. Only in this way can brand construction strategy make its role, promoting the future development of the company.