Well-known Brands Of Furniture Enterprises In A Study

The furniture business outlook of Chinese furniture enterprise is not optimistic,because the international make suits the needs downturn by the financial crisis, risingdomestic costs and the growing trade protectionism. At present, most of furniturecompanies are for OEM production, brand awareness is low, brand impacts is weak andlack the competitiveness in international market as no well-known brands. The face ofstringent trade barriers in developed countries, the rising cost of raw materials and theincreasingly fierce competitive situation in developing countries around, based on thetraditional resource the advantage base of low-cost, low-price is unsustainability. Brandingis becoming increasingly clear in the international furniture market, the lack of brand tobecome an important factor restricting the development of the furniture industry. Chinesefurniture industry, especially Chinese furniture enterprises need to develop a sustainabledevelopment of own brand, became a subject worthy of careful consideration andexploration placed in front of the furniture export enterprises.Build brand awareness, create a strong brand, are the keys to maintain strategicleadership for a company. By horizontal and vertical integration of furniture industrialchain to analysis of the furniture industry market situation when brand created. Base on theperspective of brand created, this thesis has analysis of brand positioning, brand marketingactivities, brand value chain etc. During the brand created by WY Furniture Company, theresearch and implementation process of Experiential Marketing, to explore the process ofChinese furniture enterprises to create an international well-known brands, share somebrand building experience in booming furniture industry.This thesis using theory and the actual case, at first, through introduce banddevelopment conception, the development situation at home and abroad and relativebackground analysis, pointing out the necessity for Chinese Furniture enterprises to carryout brand building; Secondly, through introduce WY Company operation situation, usingSWOT analysis to find out our furniture company’s defects and advantages. Finally, in themacro and micro level give some suggestions and improvement measures for Chinesefurniture enterprises brand building.