题 目 花园乡紫萱床业品牌推广策略研究 摘要最近几年，家具行业正不断地转型升级，消费者的消费需求也不断地发生变化。尤其国外各大闻名品牌也不停进入中国市场，中国家具行业所面临的不仅是机会更是挑战。建立品牌推广策略，可以为新产品和新品牌的市场竞争优势方面提供有力帮助。在上述背景下，花园乡紫萱床业的市场竞争压力很大，正确认识自身环境，合理构建品牌推广策略，对于花园乡紫萱床业品牌发展具备重要意义。本课题以花园乡紫萱床业的品牌推广为研究对象，结合所学品牌市场推广策略的相关理论，明确花园乡紫萱床业品牌推广阶段的主要推广步骤。然后，对花园乡紫萱床业的品牌市场推广环境进行分析，结合其市场推广方面的表现，分析目前紫萱床业在品牌推广策略的问题。最后，再结合对花园乡紫萱床业营销环境的综合分析，解决其在品牌推广中存在的不足，促进花园乡紫萱床业在品牌推广方面的突破，并为国内其余家具行业的品牌推广提供参考。关键词：家具市场；现状；推广策略1AbstractIn recent years, the furniture industry is facing the dual background of transformation and upgrading as well as the changing consumer demand and consumption concept. The market competition for furniture brands is becoming more and more fierce. Foreign famous brands also keep entering the Chinese market. The Chinese furniture industry faces not only opportunities but also challenges.The establishment of brand promotion strategy can provide powerful help for the market competitive advantages of new products and brands. Under the above background, the market competition pressure of Zi Xuan bed industry in Huayuan Township is very great. It is of great significance for the brand development of Zi Xuan bed industry in Huayuan Township to correctly understand its own environment and reasonably construct brand promotion strategies.This topic takes the brand promotion of the bed industry in Zi Xuan, Huayuan Township as the research object, and combines the relevant theories of the learned brand marketing s...
