Research On Brand Competitiveness Of GJ Home Furnishing Company Based On Customer Value Perspective

As an overall resource,the brand represents the function,quality,value,service and other tangible and intangible attributes of the product which can help consumers complete product identification and purchase decisions,and determine the added value and profit margin of the product or service.Therefore,brands have become the most active factor in the "attention economy".The competition between brands is becoming more and more fierce,and the competitiveness of brands is also increasingly valued by enterprises especially household consumer goods enterprises.This article mainly makes a case study of GJ Home Furnishing Company,a leading enterprise in the home furnishing industry headquartered in Hangzhou,with market share and brand influence at the forefront of the industry.However,under the impact of the rapid update and iteration of the market environment,GJ Home Furnishing Company also faces challenges from the inside and outside.How to consolidate and improve the company’s brand competitiveness is an important basis for maintaining the company’s sustainable development and overall competitiveness.Research and improve brand competitiveness has also become an important way to improve the overall competitiveness of China’s home furnishing industry.The research in this thesis takes customer value theory and brand competitiveness theory as the main theoretical tools.Firstly,it analyses the customer value status,brand competitiveness status and existing problems of GJ Home Company from the perspective of customer value,and then focuses on the characteristics of different dimensions of customer value of GJ Home Company:including customer structure analysis,customer Differences in household demand,changing trends and laws of customer experience and satisfaction,the complexity of market demand and consumer demands,the impact of Internet and technological changes,etc.Secondly,analyse the current situation of the brand competitiveness of GJ home furnishing companies,and find the existing problems in it: the main reason is that weak resource integration ability leads to poor customer service experience,weak brand image shaping,weak customer cognitive brand,weak corporate culture construction leads to weak customer identity,loyalty and psychological contract,mutual The heterogeneity of networked native consumers brings challenges to brand communication and management.On this basis,a comprehensive evaluation of brand competitiveness of GJ home furnishing companies based on customer value is introduced.First of all.it is to build a brand competitiveness index system of GJ Home Furnishing Company.Secondly select the evaluation model.determine the weight of evaluation indicators.and build a mathematical model for quantitative statistical analysis,and diagnose brand competitiveness on this basis.On the basis of questionnaire data summary statistics.the brand competitiveness of case enterprises hierarchically.Finally,the evaluation results and characteristics of the brand competitiveness of case enterprises,and suggestions and measures to improve brand competition of GJ home furnishing companies based on customer value are put forward.This case study has good typicality and can provide practical and theoretical reference for the sustainable development of the home furnishing industry.In the era of buyers with excessive market saturation competition,the ability to create value for customers is the core of determining the survival and development of enterprises,the key support and main weight of brand value,and the connotation and source of enterprise competitiveness.This case proves this point from theory and practice.Only truly creating value for customers is the source of brand vitality.The results of this research are helpful for enterprise decision makers to provide decision-making guidance in reality.The evaluation system proposed in this thesis can help enterprises improve brand competitiveness.This study also provides specific case sharing for similar enterprises to better create customer value through products,services,prices,sales channels,customer experience,brand communication and management and other factors.For enterprises in the home furnishing industry to further improve the company’s brand competitiveness and sustainable development ability,it has one theory draws on the meaning and path methodology value.