xx家居布艺品牌的创建与发展研究

xx家居布艺品牌的创建与发展研究
摘 要
品牌是企业最重要的无形资产，是企业成败的关键，一个企业没有品牌就没有发展空间。以品牌来建立产品在市场中的地位，树立企业的形象，是企业有效的市场竞争手段，也是企业市场竞争战略的重要组成部分。
品牌是企业与消费者建立的持久稳定的互需关系，是消费者对企业及其提供的产品或服务的体验和认知。我们必须树立理性的品牌意识和充分关注品牌内涵的提升，这样才能搞好品牌的创建与维护。
如何建立强大的品牌呢?收缩焦点，创新品类，做到在消费者心目中代表某一品牌，这些法则虽看简单，但是只有极少真正成功的中国企业和品牌能做到。
所以本论文主要研究xx家居布艺品牌的创建与发展，通过分析其品牌创建的背景和现状，找出其存在的问题，研究得出其品牌的方向定位和创建方案，最后并对其品牌发展的方向和措施作进一步的研究，并提供相应的策略。

关键词：xx家居布艺；品牌；创建；发展
 
Abstract
Band enterprises is the most important intangible assets， enterprises is the key to success， not a business brand will be no room for development. To create a product brand position in the market， establish a corporate image of the enterprise effective market competition means the business market competition is also an important component of the strategy. Business and consumer brand is the establishment of lasting stability in the mutual need， the consumers of enterprises and their products or services provided by the experience and knowledge. We must establish a rational brand awareness and concern about the full meaning of the brand increase， in order to do a good job of creating and maintaining brand. How to build a strong brand is «contraction focus， innovation category， done on behalf of the consumer mentality of a particular brand although these laws do simple， but very few real success of the Chinese enterprises and brand can be done. Therefore， the major research papers of home-cloth creation and development of the brand， through analysis of its brands to create the background and current situation， identify existing problems， studies the direction of its brand positioning and the creation of the programme， and the final development of its brand The direction and measures for further study and provide the appropriate strategy.

Key words：Home-up cloth；Brand；creation；Evelopment

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