新中式家具品牌价值提升的策略  

A Study of Brand Promoting Strategies for New Chinese Style Furniture

作　　者：罗方[1] 戴向东[1] 李薇[1] 罗姝[1] 

机构地区：[1]中南林业科技大学

出　　处：《林产工业》2015年第11期22-25,共4页China Forest Products Industry

基　　金：2015文化部文化艺术科学研究项目<中国传统家具艺术在近代的断流与当代的创新研究>(155DG53);湖南省教育厅青年科研重点项目(13A129);湖南省林业科技项目(12AD113)

摘　　要：针对中国家具品牌价值提升的需求,结合品牌生命周期理论,研究了新中式家具品牌在行业竞争大背景下的现状,动态分析了其品牌价值提升的动因与制约因素。研究表明,运用品牌战略管理和设计管理理论,从产品、品牌建设与设计管理3个方面导入设计策略,整合各类设计资源,合力推动各品牌价值要素的发展,将有效提升新中式家具企业的品牌价值。On the needs of the Chinese furniture brand value enhancement,and combining with the brand life cycle theory,authors of this paper study the present situation of the new Chinese style furniture brands under the background of the big competition in the industry and find the reasons and restriction factors of its brand value promotion process.Studies show that using the theory of brand strategy management and design management,all kinds of design resources are integrated to effectively enhance the brand value of new Chinese style furniture enterprises through the following three aspects：product,brand value construction and design management.

关 键 词：新中式家具 品牌价值 设计策略 

分 类 号：TS664[轻工技术与工程]