A Research On The Construction And Management Of Mahogany Furniture Brand

Various data shows that China has become the world’s largest luxury consumer countries, but there is not a Chinese native brand in the one hundred top luxury brands in the world. Due to rare and shortage of raw materials, unique and exquisite technology, mahogany furniture has the strength to become a luxury brand. Brand development strategy is not only conducive to the mahogany furniture enterprises form core competitiveness,which is beneficial to help the enterprises deal with the opportunities and challenges facing the complex and volatile market environment. It can also fill gaps in the domestic luxury brand and improve the country image.The main idea of this article is to excavate the mahogany furniture culture and make a connection with luxury, then study the construction and management of mahogany furniture luxury brand. First of all, as a special product, the significance of constructing luxury brand is the premise of this paper; secondly, make a induce of the brand construction and management theory, then make a deep analysis about mahogany furniture brand in Chinese economic market, then tap the strength fully. On this basis, draw some effective ways in the brand development process by studying the successful experience from the domestic and foreign luxury brands. Including luxury brands position; make a high-grade brand image; strength the brand influence by brand story. Establishing a brand is just the initial stage, putting forward corresponding suggestion and countermeasure in design management, advertising, e-commerce, marketing strategy and service strategy is important. Finally, make a construction of Qu Changtang, then gain experience in practice.This paper draws a conclusion about brand construction and management strategy by making a combination of theory and practice, hoping to provide theoretical basis and reference for other mahogany furniture brand development.