The Research On GuangDaHuanQiu Furniture Supermarket Corporation’s Brand Strategic Management

With the prosperity and development of China’s real estate industry, the domestic furniture store chain brands continue to grow, continue to enter the international brand furniture stores and the impact of China’s furniture industry, making the furniture store industry is facing severe competition and the development of the test. Faced with globalization and increasingly fierce competition trends, the importance of the brand has become increasingly prominent, who owns a brand, who will be able to have a great advantage in future competition.In this paper, the majority of the global furniture stores for the study, the use of the theory, combined with the actual situation in the furniture store business were analyzed. First, from the development environment, the majority of Universal Furniture supermarket analysis start with a detailed analysis of its external environment, competitive forces and internal environment, then the status of the majority of the global furniture supermarket brand building and problem analysis, SWOT analysis, analysis of the majority of the global opportunities and threats facing the development of furniture stores; final SWOT matrix based on a comprehensive analysis to determine the market positioning of the majority of the global furniture supermarket, development strategy, brand positioning strategy, and to develop the majority of Universal Furniture supermarket brand strategy. Finally, further proposed strategy majority of Universal Furniture supermarket brand strategy implementation, and in terms of corporate culture, human resources, organization, company, etc. for the implementation of brand strategy of providing safeguards. If the majority of Universal Furniture supermarket brand strategy is successful, will form a stable of loyal customers and the market, so that the growth of supermarket turnover, reduce transaction costs, improve margins, resulting in greater and faster development.This paper studies the majority of Universal Furniture supermarket brand strategy, hoping to provide research and reference material for the current rapid development of various types of home store or home brand of brand building and development.