Shenyang Major Sino-foreign “Home Furnishing Store Brand” Marketing Communication Strategy Research

Home furnishing is an important constitution of human’s life and production. It’s appeared with the development of modern economic and cultural. Since the “Reform and Opening”, along with the reform of real estate launch and promotion, home furnishing is growing float subsequently, many home furnishing store brands emerge in our sight, and the competition between the store brands is also increasingly fierce. But due to a late start, the market development is not yet mature, some store brands are lack of relevant experience in the marketing communication strategies, and because of this, some of these store brands went to a wrong way in the process of brand promotion. Therefore, this study analysis the advantages and disadvantages of home furnishing store brands marketing communication strategies to provide reference for the development of their brands has a very important practical significance.In this paper, through the combination of qualitative research and quantitative research methods, in-depth analysis of the Shenyang three representative of the sino-foreign “Home furnishing stores brand”: Macalline, Easyhome and IKEA, we can easily found their bright spots in the use of marketing communication strategy, and inevitably concluded some disadvantages; The strategy advantages of Macalline is that the proper use of star advertising and the celebrity spokesperson is fixed; using "viral video” and micro movie to advertising; The main problem is that the brand logo expression slightly insufficient. The strategy advantages of Easyhome is making full use of the CCTV platform to promote brand awareness and advertising theme clear and fixed. But there is lack of advertising creative in specific content, and the celebrity spokesperson is unattractive to young people. The strategy advantages of IKEA is turn customer into brand communicators through experiential marketing, using public welfare activities to improve brand loyalty; its problems are that the using of media and channels is too simple and the transmission range is limited.In addition, on the basis of careful analysis, This paper provides some reference opinions and Suggestions for the development of future home furnishing brand stores, such as build a living and closely brand image, based on the brand contact of customers’ experience to build oral spreading, establishing database of consumers, industry, and to establish weibo brand connection, wechat communication mechanism. The use of brand marketing communication strategy, of course, also must be combined with its own actual situation, learn from each other and complement themselves to help them grasp the essence of marketing communication, and finally wining in the increasingly fierce market competition.