Research On Repositioning Of A Customized Furniture Brand

In recent years,with consumers for the choice of furniture more and more high requirements,in order to meet the needs of consumers,customized furniture came into being,and quickly became a popular section of the home industry.Customized furniture has become a new growth point of the industry,and many enterprises have targeted this "Great thing",have entered the industry.All kinds of head capital and upstream and downstream enterprises join,promote the custom home industry quickly into the channel,category,capacity rapid expansion period.And the custom furniture industry itself has low industry barriers,resulting in a large number of small and micro enterprises mushroomed and crowded into the custom furniture market,which makes the current competitive situation of the industry is very fierce.At present,the customized furniture industry generally appears serious product homogeneity,excess capacity,brand separation is not obvious and other problems.Therefore,the competition among different enterprises has gradually changed from product competition to service competition and even brand competition.Therefore,at present,in the customized household industry,a suitable market development status,and a certain differentiation of brand positioning can be remembered by consumers,in order to help the enterprise stand out among the competitors.If the current brand positioning of the enterprise does not fit the current market conditions or can not help it occupy a place in today’s fierce competition,it should consider whether it should be repositioned.Therefore,this paper chooses A customized furniture company as the research object,based on the relevant theories of positioning and repositioning.Through interviews and questionnaires,several factors that consumers attach the most importance to when buying customized furniture products are first screened out,and then the degree of consumers’ perception of brand positioning factors of A company and its main competitors is understood by questionnaires.After analyzing and processing the survey data,the positioning perception map and positioning alignment map are drawn.Through the analysis of the image,we find that the brand positioning of enterprise A mainly has the following problems.First,the selection of positioning elements of A customized furniture enterprise is not rooted in the needs of consumers,and its focus is not the five aspects that consumers are most concerned about:environmental protection,price,customization freedom,appearance style and quality.Secondly,in terms of positioning strategy,Company A ignored market gap strategy and target population positioning strategy.In terms of positioning implementation,Company A has the following four problems: low investment in brand advertising and promotion,which makes it difficult to attract consumers;The quality of the sales staff is not so good as to export corporate culture and brand to customers.Single sales channels,only offline sales channels.Finally,some practical suggestions are put forward,that is,strengthening personnel training,strengthening brand positioning communication,establishing a marketing system to meet the needs of market competition,strengthening the monitoring and evaluation of the improvement effect of brand positioning.So as to enhance the brand competitive advantage of enterprise A.At the same time,this paper also expects to analyze the problems existing in the brand positioning of A customized furniture,and put forward relevant suggestions,in order to provide some references for the brand positioning of similar enterprises.