| After ten years of rapid development,China’s lamp industry entered a period of adjustment, affected by the2008financial crisis and real estate market downturn. Both channels and manufacturers begin to pay close attention to consumers and brand building.However,chain supermarket and brand development has become the trend of lamp industry.As the NVC agents of Jiangsu Province, Su Ming is one of the first enterprises who implement chain operation and brand strategy.This paper is based on the relevant theory of brand and some successful cases of furnishings retailing.I study the lamp trade environment, and analyze the internal environment of Su Ming,then summarize the competitive advantages of the company, conduct the Nanjing market consumer questionnaire survey. This paper summarizes Su Ming’s brand core value, sorts out the company’s brand positioning, designs the brand strategy and CI of Su Ming. Than from the business management point of view, the paper put forward management suggestions for the brand planning and implementation.At last design the evaluation system of brand implementation.The paper aims to help Su Ming establish and perfect its enterprise brand.I hope this paper can provide some values to domestic furniture enterprises for their brand building and operation. |
