家具的色彩营销策略初探  

Research on the Color marketing of the furniture

作　　者：梁惠娴[1] 李克忠[1] 何丽[1] 

机构地区：[1]中南林业科技大学环境艺术设计学院,湖南长沙410004

出　　处：《家具与室内装饰》2009年第5期40-41,共2页Furniture & Interior Design

摘　　要：在家具产品同质化趋势严重的今天,家具企业的竞争日趋激烈,色彩营销成为各大企业使用的又一重要营销手段,色彩营销的"土壤"正在逐渐形成。它的载体是很广的,除了在产品方面调配,还可在商品的包装、广告、展厅环境等营销组合策略上实施。本文以色彩和营销为结合点,试述色彩营销在4Ps营销组合中的运用。With the fierce competition of the Furniture Company and the phenomena of the same shape and material furniture manufactured by lots of furniture enterprise, color marketing is becoming one of the most important marketing methods. Color marketing not only can be exercised in the product, but also can be used in the packaging, advertising, the environment of the exhibition and so on. This paper, combining the color with the marketing, will illustrate the color marketing which is applied in the 4Ps marketing combination.

关 键 词：家具 色彩营销 4Ps 营销组合 

分 类 号：F407.88[经济管理—产业经济]