The Selection Of Furniture Circulation Channels Based On Brand Competitiveness

With the development of people’s living standards and housing conditions, the demand of furniture has gradually risen year by year, which leads to the continual growth of scale and total output of furniture industry in China. As a kind of durable goods, furniture becomes an indispensable part in people’s daily life and work. However, the influx of several foreign brand furniture and the expansion of local furniture enterprises give rise to the fierce competition of furniture brand. Meanwhile, with the rapid development of e-commerce, furniture enterprises and distributors have built the network channel in succession, which has diversified the furniture circulation channels. Based on above phenomenon that competition of the brand and channel competition in the furniture market, the research primarily discuss two questions, the one is about the marketing decisions of distributors, the other is that the manufacturer take which sale channel strategy to achieve maximum profits.The main contributions are as follow:1. The meaning of brand competitiveness and circulation channel and its structure are provided, and the current researches related channel selection, channel conflict, channel coordinate and the circulation of furniture products.2. The thesis starts from the status quo of the circulation channel of furniture industry in China, analyzes and summarizes the development history, circulation entity, circulation channel and brand competitiveness of furniture supply chain, divides the furniture circulation channels into two parts:traditional channel and network channel, and analyzes the traits of different circulation channel structure.3. Then, under the condition that demand is influenced by the price, the concept of brand competitiveness is introduced, the thesis build a model about sales decision of furniture distributor, and discusses the influence of brand competitiveness on the sales decision and profits of distributors under three strategies, and makes a comparative analysis of three strategies of distributor.4. From the perspective of the manufacturer, furniture manufacturer circulation channel selection decision model is established, and determine respectively the profit of furniture manufacturer under the traditional distribution channel, store channel and online channel. Through contrastive analysis of the manufacturer’s supply quantity, degree of effort and profit under three kinds of circulation channels, analysis of the effect of brand competitiveness to furniture circulation channel selection.The main conclusion is that:Brand quality is valued highest by consumers when they purchase furniture, and circulation channels of different furniture brand isn’t different. The size of the optimal pricing of National Brand products under two strategies is influenced by critical point of brand competitiveness. The effort which distributors provide is highest when distributors sale National Brand and Generics Brand at the same time. The effort which distributors provide is least when distributors only sale National Brand. When furniture manufacturer produce National Brand, the greater brand competitiveness, the greater the earnings of manufacturer. Under the store channel, earnings of manufacturer are affected higher by brand competitiveness. Under the traditional distribution channel, earnings of manufacturer are affected lesser by brand competitiveness.