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摘要：随着国民经济实力的增强，中国社会渐渐步入了新常态，家具行业也走向繁荣。本文主要对全友家私的品牌策略进行分析，通过对全友家私品牌发展中存在的品牌管理意识淡薄、品牌创新力度不足、品牌宣传策略滞后、品牌维护力度不足等问题，提出提高品牌管理意识、加大品牌创新力度、改进品牌宣传方案、加强品牌维护及信息化管理等相对应的措施，以巩固全友家私在家具行业的地位，进一步扩大品牌的影响力。全友家私作为中国十大家具品牌之一，拥有一条完整的绿色产业链，为消费者提供一站式服务。全友在全国建立多个体验馆，可以让消费者切身体验全友的产品和高质量服务，满足消费者的需求，得到消费者的一致好评，为全友的品牌推广营造了良好的氛围。本文通过研究全友品牌策略，发现问题并提出解决措施，以及对全友及其他家具企业品牌发展之路的美好展望。48885
毕业论文关键词：全友家私品牌；品牌；品牌策略
QuanU Brand Strategy Research
Abstract: Chinese society gradually entered a new norm after what the rising power of the national economy and the furniture industry began to boom . In this paper, we analyze the QuanU brand strategy, this is strategy based on the existing in the development of QuanU brand management consciousness lack of brand innovation, that brand promotion strategy problem , such as this is strategy so lag、brand maintenance insufficient、put forward to improve brand management consciousness、strengthen brand innovation、improvement of brand promotion plan、strengthening the brand maintenance and corresponding measures,such as information management to strengthen the QuanU in the furniture industry, to further expand the influence of the brand.QuanU as one of the top ten Chinese furniture brand, has a complete green industry chain, to provide one-stop service for consumers.Microtek in multiple experience at a national pavilion, can let consumer experience microtek products and high quality service, to meet the needs of consumers, get the praise of consumers, build a good atmosphere for the brand promotion of microtek .In this paper, through research microtek brand strategy that we found the problem and put forward solutions, as well as to the microtek brand development good prospects and look into the future.
Key words: QuanU brand; Brand; Brand strategy
目 录
摘 要 1
Abstract 1
一、品牌策略的相关概述 2
（一）品牌的内涵 2
（二）品牌策略 3
二、全友家私品牌策略概述 4
（一）全有家私简介 4
（二）全友家私品牌策略 5
三、全友家私品牌策略存在的问题 6
（一）品牌管理意识淡薄 6
（二）品牌创新力度不足 7
（三）品牌宣传策略滞后 8
（四）品牌维护力度不足 8
四、对全友家私品牌策略改进的措施 9
（一）提高品牌管理意识 9
（二）加大品牌创新力度 9
（三）改良品牌宣传方案，顺应时代主流 10
（四）加强品牌维护