Research On Brand Building Of Small And Medium-sized Furniture Enterprises

With the deepening of economic globalization and informationization development, the enterprise must promote themselvesand improve the brand influencethrough various channels and ways, in order to gain advantage in the fiercemarket competition. However, the present our country small and medium-sized enterprises' development soft rib is not market, but the lack of a charismatic brand. The reason is small and medium-sized enterprises' light consciousness of brand construction, divergence in understanding the connotation of the brand, lack of the core value of brand, which will affect the competitiveness of the enterprises.Brand construction plan is the enterprise overall action plan. The core of it is the enterprise brand construction, use and maintenance. The base of it is analyzing and researching on the enterprise itself own conditions and external environment. From the point of practical operation, brand construction plan can help the enterprise's brand positioning, management, training, propaganda and protection, so as to give full play with the value of the brand to the enterprise advantage, thereby enhancing the competitiveness of the enterprises. So it is particularly urgent that combining the latest brand positioning, brand management, brand value with small and medium-sized enterprise brand construction's reality to solve the problems of small and medium-sized enterprise brand construction.This article begin with the brand positioning, brand value and brand management's home and abroad literature review. And comparative research, case study, theoretical research and empirical research's combining multiple perspectives has been used in this article. As well as BC furniture enterprise, this article studied the small and medium-sized enterprise brand construction plan.At first, this article build the theoretical basis brand construction of small and medium-sized enterprises from the small business brand connotation, brand positioning and brand construction of the influence factors; Secondly, based on case analysis of the basic paradigm of management, this article give the BC enterprise independent brand construction's necessity's analysis and SWOT analysis; Once again, the BC furniture enterprise brand construction goal has been clarified, and the BC enterprise brand construction planhas been designed from the internal management of brand positioning, brand construction plan, the brand construction of external marketing; Finally, this article put forward BC enterprise brand construction plan's implementing guarantee.