家具企业:是选择高端品牌还是低端品牌?  

Which One You Choice, The Brand of High End or The Brunei of Low End To Eurniture Enterprises?

作　　者：刘晓红[1] 高新和[2] 

机构地区：[1]浙江林学院教师 [2]浙江林学院

出　　处：《家具》2003年第3期61-65,共5页Furniture

摘　　要：本文首先强调了品牌战略对于家具企业生死存亡的重要性以及品牌定位在品牌战略中的重要地位。进而通过典型案例论述了如何进行品牌定位,对家具企业是选择高端品牌还是低端品牌进行了论证,并得出中国的家具企业发展"高端品牌"是未来唯一选择的结论。This arricle atfirst cmphasizes the vital importance of brand strategy to furniture enterprises. and the significant status of brand orientation in brand strategy. Afterward. diseusses how to go to on brand by typical example. and clarifies the rea-sons why choices the brand of high way or the brand of tow way to furniture enterprises. At last. sums up a conclusion that it is an only choice to develop the brand of high way to domestic furniture enter-prises in the future.

关 键 词：家具企业 品牌战略 战略选择 高端品牌 低端品牌 中国 品牌定位 

分 类 号：F426.88[经济管理—产业经济]