國際家居零售品牌的研究及對(duì)創(chuàng)立中國品牌的啟示.pdf

1、南京林業(yè)大學(xué)碩士學(xué)位論文國際家居零售品牌的研究及對(duì)創(chuàng)立中國品牌的啟示姓名：張靜申請(qǐng)學(xué)位級(jí)別：碩士專業(yè)：木材科學(xué)與技術(shù)指導(dǎo)教師：申利明20050601ResearchonBrandsofInternationalFurnishingRetailingandIlluminationtoChineseCorporationsAbstractWithIKEA(Sweden)，B&Q(England)，OBI(German)andBoconcep

2、t(Denmark)’SextensioninChinesemarket，ChinesefurnishingsretailingisfacingthestressofcompetitionEspeciallyafterChinaenteredintotheWTO，Chinesefurnishingsandfurniturecorporationsarecompetingmorehighlywithforeignonesinbothhom

3、emarketsandworldmarketsthanbeforeInordertoobtainandpreservecontinualpredominanceinmarketcompetitions，itisessentialtocreateandcultivatebrandinChinesecorrelativecorporationsBrandisthesymbol，immaterialassetstheabilityofcomp

4、etitiOnandheadstreamofexcessprofitofcorporationsAsanimportantpartofcorporation’SCOrecompetence，brandactsasstrategicfacilityforcorporationtoSUCceSSinmarketHoldingthefamousbrandistheonlywayforcorporationtopossessingthemark

5、etTherefore，toanalyzeandidentifythebrandfromsuccessfulfurnishingscorporationswillbevaluableforthedevelopmentofChinesecorporationsFirstlythethesisexpoundedtheconceptoriginandessendalityofbrandBasedonthosetheories，theautho

6、rstudiedalotofmarketdataandmadeplentyofmarketsurveysofⅡ(EA，B&Q，OBI，BoConcept，etcThen，theauthorilluminatedthepredominanceandcharacteristiconbrandorientationandbrandmanagementofinternationalfurnishingsretailingFinallytheau

7、thoranalyzedthesituationofChinesefurnishingcorporationsandsummarizedtheilluminationfromthestudyonfamousinternatiohalfurnishingsbrandsn地maininnovationsofthepaperlieinanalyzingandstudyingdomesticandforeignfumishingsretaili

8、ngbrandsallsidedthroughmarketsurveysinShanghai，whichownsthemostflourishfumishingsmarketinChinaAndthentheauthorsummarizedthepredominanceandcharacteristiconbrandorientationandbrandmanagementofinternationalfurnishingsretail

9、ingthroughwhichwayChinesecorporationsCancreatebrandsandcultivatebrandassetsBasedonsystemicanalysis，ChinesecorporationsshouldidentifytheinternationalsituationwhentheyarefacingthechallengesandopportunitiesofjoiningtheWTOTh