探析家具品牌化效应的现状  

Discussion on the Status Quo of Furniture Branding Effect

作　　者：张刘涛 闫爽[1] 朱毅[1] Zhang Liutao;Yan Shuang;Zhu Yi

机构地区：[1]东北林业大学,黑龙江哈尔滨150040

出　　处：《家具与室内装饰》2018年第10期20-21,共2页Furniture & Interior Design

基　　金：黑龙江省科技成果推广项目(TC06B09-01)

摘　　要：从多个角度对产品的品牌化进行了详细的阐述。其后对家具产品的品牌发展和品牌现状及家具品牌混乱的原因进行了简单的概述,对国内家具市场的品牌化和需求进行了具体的分析。在品牌识别度、材料、功能等方面对家具品牌化的必要性进行了详细的说明,并阐述了国内智能化家具的需求与发展;最后阐述了家具市场的品牌化效应体现弱的原因,对于当今社会环境下的家具企业应如何提高品牌化效应提出了改进措施。First of all, the article elaborates the branding of products from many angles. It can be said that the branding of a furniture is related to the prosperity and fading of a manufacturer. Furthermore, the brand development and brand status of furniture products and the reasons for the confusion of furniture brands are briefly summarized. Then, the branding and demand of domestic furniture market are analyzed in detail. In terms of brand recognition, materials and functions and the necessity of furniture branding, they are explained in detail. And the demand and development of domestic intelligent furniture are expounded. In the end, this paper expounds the reasons why the branding effect of furniture market is weak, and puts forward some improvement measures on how to improve the branding effect of furniture enterprises in the current social environment.

关 键 词：品牌化 品牌识别度 智能家具 品牌效应 

分 类 号：TS664.1[轻工技术与工程]