索菲亚品牌营销策略研究

索菲亚品牌营销策略研究摘要自从踏进21世纪以来，我国的家具行业发展迅速，呈现出多元化的发展模式。特别地，随着年轻人不断的追求个性化的需求，大家都喜欢把自己的家打造属于自己独特风味的感觉。近几年房地产蓬勃发展，各种户型、装修风格的居室也层出其不意，而大多数家具在设计时相对大众化，很难满足个性要求。很多家具在展厅里格调优美，一旦搬到具体的家里却黯然失色，不是尺寸与房屋空间不符，就是款式不符合整体装修风格，这时就有消费者要求量身定做，与此同时MACIO|玛格定制家具及一大批定制家具企业应运而生，为中国广大消费者提供个性化的家具定制服务，包括整体衣柜、整体书柜、步入式衣帽间、入墙衣柜、整体家具等多种称谓的产品均属于定制家具范畴。所以，定制家具行业的发展前景比较乐观，同时也给广大的商家提供了无限的商机，带来无限的发展，同时也催生了一大批颇有竞争力的定制家具巨头，例如，欧派，索菲亚，诗尼曼，迪亚斯等等，都是定制家具行业的翘楚，他们在国内是市场上呼风唤雨，引领时代的潮流，同时也抓紧时机，冲出国内市场，走向世界。不过，要在定制家具行业中立于不败之地，需要有适合公司发展符合我国国情的营销策略。首先，提成了本文的研究思路和研究背景还有相关的研究理论，还有国内外定制家具的发展形势，这些都可以深刻地剖析本文的思考大纲。其次，主要抓住索菲亚公司的内部环境分析营销能力和宏观环境分析，建立索菲亚的SWOT矩阵分析图，剖析其面临的境遇。再次，在调查问卷的和数据分析的基础上，确定了索菲亚公司的主要消费群体和整体品牌营销策略。品牌营销策略包括网络推广，定价，促销与品牌气质的培养等。总体而言，本文对论文的研究采用了多种研究方法。例如，文献研究，数据分析等对定制家具行业的营销策略进行剖析，以索菲亚为例，探讨索菲亚在国内竞争激烈，在市场逐渐成熟的形势下，如何保持品牌的独特性，还有如何进行品牌营销。关键字：数据分析；定制家具；品牌营销；索菲亚；营销策略AbstractSincethetwenty-firstCentury,theindustryofChinesefurnitureisdevelopingrapidlyandshowingadiversificationofdevelopmentpattern.Particularly,asthetrendwhichyoungpeoplepursuepersonalizedneeds,everyonelikesdesigninghishomewiththeirownuniqueflavor.Inrecentyears,therealestatedevelopment,variousapartmentlayout,decorationstyleroomsalsolayerbysurprise,andmostofthefurnitureinthedesignofrelativelypopular,itisdifficulttomeettheindividualrequirements.Alotoffurnitureinthehallofbeautifulstyle,oncemovedtothehomecanbecastintotheshade,notsizeandhousingspaceisinconsistent,styledoesnotmeettheoverallstyleofthedecoration,thentherearetheconsumersrequirementstailored,meanwhileMACIOfurnitureandalargenumberofcustomfurnitureenterprisesemergeasthetimesrequire,toprovidepersonalizedcustomfurnitureserviceforChineseconsumersoverall,includingtheoverallwardrobe,bookcase,atypecloakroom,intothewallwardrobefurniture,manyothertitlesproductsbelongtothecategoryofcustomfurniture.Therefore,theprospectoftraditionalindustryoffurniturebecomesmoreoptimistic.Atthesametimealsotothevastnumberofmerchantsbroughtinfinitebusinessopportunities.Firstofall,theCommissionofthisarticleresearchmentalityandtheresearchbackgroundandrelatedresearchtheory,anddomesticandforeigncustomfurnitureinthedevelopmentofthesituation,thesecanbeaprofoundanalysisofthethinking.Secondly,themaincatchSophiathecompany'sinternalenvironmentanalysisofmarketingabilityandthemacroenvironmentanalysis,SWOTmatrixbasedonSophiaanalysis,analysisofthesituation.Thirdly,basedontheanalysisofthequestionnaireanddata,themainconsumergroups,Sophia,andtheoverallbrandmarketingstrategytodeterminethe.Brandmarketingstrategyincludesnetworkpromotion,pricing,promotionandbrandtemperamenttraining.Allofall,thispaperanalyzesdifferentmarketingstrategyoftraditionalChinesefurniturebyusingvariousresearchmethods,suchasliteratureresearch,dataanalysis.TakeSophiaFurnitureasanexampletoexplorehowitkeepsfosteringbythemarketingstrategyandadvisesomerelevantsuggestionsinthefiercecompetitioninChinesemarketundertheglobalrecession.Keyword：Traditionalfurniture；Brandmarketing；SophiaMarketingstrategy目录1绪论..........................................................................................................................VI1.1研究背景与意义....................................................................................................VI1.2研究方法与研究思路..........................................................................................VII1.2.1研究方法...........................................................................................................VII1.2.2研究思路...........................................................................................................VII2品牌营销的概述.....................................................................................................VIII2.1品牌营销的相关概念.........................................................................................VIII2.1.1品牌的功能.......................................................................................................VIII2.2品牌理论的相关知识...........................................................................................IX2.2.1品牌理论的主要研究机构................................................................................IX2.2.2品牌理论的主要研究内容.................................................................................IX2.3分析法....................................................................................................................X2.4索菲亚的简介.........................................................................................................X2.3.1索菲亚树立品牌的重要性................................................................................XI2.5数据分析..............................................................................................................XII2.5.1家具行业的市场发展状况................................................................................XII2.5.2衣柜行业分析..................................................................................................XIII2.5.3整体衣柜..........................................................................................................XIII2.5.4整体衣柜在中国的发展.....................................................