QM Home Furnishing Company Brand Management Research

The number of home furnishing enterprises is huge and the competition is fierce.In recent years,affected by national policies,epidemic impact and other factors,the survival environment of enterprises is increasingly severe,the life cycle is increasingly shortened and the significance of brand management is highlighted.QM home furnishing company as an old home furnishing enterprise,how to optimize brand management,better meet the interests of customers and create value for the enterprise,has become an important problem to be solved.This paper takes the brand management of QM home furnishing company as the research object,through literature retrieval and theoretical research,establishes the brand positioning POP / POD framework theory,integrated marketing communication theory,brand horizontal combination addition theory and brand equity five-star model theory as the main theory of this paper.Then combined with the development situation and brand management status of QM home furnishing company,using questionnaire survey and SWOT analysis tools,we found that QM home furnishing company has some problems,such as high product pricing,low consumer satisfaction,small business scope,less main income and net profit.This paper puts forward the brand management optimization scheme of QM home furnishing company in terms of brand positioning,brand communication,brand combination and brand equity management.On this basis,we further explore five dimensions of brand equity management,including brand awareness,brand loyalty,brand association,perceived quality and other exclusive assets,to further sublimate the value proposition of brand management and enrich the optimization scheme of brand management of QM home furnishing company.Under the guidance of the optimization scheme,this paper details the specific implementation measures,puts forward the safeguard measures for the brand management of QM home furnishing company from the improvement of the company's organizational structure and the establishment of the brand equity management system.This paper puts forward 9 specific optimization schemes and 16 specific implementation measures from 4 aspects,so that QM home furnishing company can realize the importance of brand management,maintenance of brand equity and improve the brand management ability of QM home furnishing company.The conclusion has important practical value and theoretical significance for QM home furnishing company.Through this study,QM home company's brand management awareness will be significantly improved,brand management ability will maintain a leading position in the industry;Based on the perspective of customers and enterprises,the brand equity of QM home furnishing company will be fully preserved and the brand can create more value for customers and enterprises;QM home company can achieve long-term brand management and has the ability to deal with the relationship between "change" and "unchanged" of brand management.