A Preliminary Investigation On The Brand Image Of Home Furnishing

The brand is a kind of enriched information and communication code of enterprise product and enterprise culture.It is an intangible asset,which is a business card that distinguishes different enterprises.Meanwhile,the brand is the guarantee and commitment that the enterprise made to society.During the course of the development of human history,people have never stressed the image as it now on.Moreover,a good brand image is the magic weapon for enterprises to compete in the market.This research are divided into six chapters,the main frame are list as follows:First chapter,raised the research questions,and described the research background of this thesis.The background information are including three parts: First,describe the meaning and the importance of brand image.Second,to explain the reason why choose IKEA as a home furnishing brand image for this research.Third,describe the current development of domestic brand image.By summarizing and analyzing the current development of IKEA and Chinese home furnishing brand through those three ways,the research questions for this thesis are put forwarded.The literature review start from the comprehension of the concept of brand,image and brand image,broadened the way of this thesis by doing research on the brand images from domestic and overseas.Moreover,find some empty part of the previous research.In accordance with the previous researches,this thesis evaluated the whole process by combining the subject,object,the relationship between subject and object of brand image,even society.Then,defined the brand image elements as the product image,corporate image and social image.After the determination of the argument,the author evaluates the article from both theoretical and practical aspects,and establishes the theoretical conception and research design of this thesis.Based on the questionnaire survey and analysis,this thesis adopts the self-compiled questionnaire of IKEA brand image to explore the factors and otherstatistical analysis of the IKEA brand image.The preparation process is divided into two parts: the preliminary questionnaire and the formal questionnaire.Due to the limitation of research conditions and the level of research,at the beginning part,the questionnaires were only surveyed 50 copies,the formal published questionnaires are 200 in total,and there are 193 valid questionnaires.Hence,this research has some limitations and need to be revised later.Through the analysis of the current situation of IKEA brand image by the questionnaire,this thesis analyzed the formation of the brand IKEA.Meanwhile,the short comes of domestic brand are show up.This thesis is based on the semi-structured interview and the non-structured interview.The interviews are carried out by interviewing the staff of IKEA who have the shopping experiences for more than five years in Chongqing.Finally,the current situation of the development of IKEA are summarized by the product image,corporate image and social image.The fifth part reflect the current situation of Chinese home furnishing brand,by considering the success of IKEA,aims to solve the problems that exist in domestic brands,this thesis find some suggestions to these problems which designed from the perspective of designing management,quality requirements and social evaluation.The last part is based on the summary of the previous parts,find out some limitations of this research and list some recommendations for the further research.This thesis also do some contribution to the research of brand image of home furnishing.Through the investigation and research on the brand image of IKEA and the reflection on the development of Chinese brand image,this thesis analyzed the advantages of IKEA brand.IKEA as a representative of the excellent home-furnishing brand has a good reference value,and gain some inspiration for Chinese brand development.In the end,the research shows that creating a good brand image is the only way for Chinese home furnishing brand;brand image must follow the social trend.