D. Research On Marketing Strategy Of Customized Home Furnishing Brand

With the improvement of the income level of Chinese residents,household consumption shows a rapid development trend.The upgrading of household consumption has prompted home enterprises to continuously improve their business models and constantly overcome technical difficulties.The Oppein,Sogal,and Shangpin are the top three household giants.They invest a lot of resources in planning star endorsements,event marketing and other brand activities in order to occupy more consumer minds and gain higher market share.Products and services between household enterprises tend to be homogeneous.Competition in the industry is fierce.In the face of fierce market competition,how D custom furniture enhance their brand image and improve market share has become an important issue in the current business management process.This thesis takes D custom furniture brand marketing as the research object.Firstly,it introduces the current situation of the enterprise and brand marketing and explores the existing problems.D custom furniture brand has problems such as fuzzy product positioning,no obvious advantage in price,single marketing channel,lacking of value in communication content and aging communication mode.Then,it analyzes the macro environment of D custom furniture brand management and the environment of competitors.At the same time,it uses questionnaires and symposiums to analyze the consumption psychology and consumption behavior of target customers of D custom furniture as well as consumers' cognition and evaluation of D custom furniture.Based on the comparative analysis with competitors and the analysis results of market research,this thesis suggests the brand positioning and proposed specific brand marketing strategies,such as focusing on product advantages,highlighting price advantages,opening online platforms,improving terminal service power,strengthening brand communication and a series of brand marketing strategies.