中国家具新兴设计师品牌的成长策略研究

发布时间：2018-01-26 11:33

本文关键词： 家具设计师品牌发展策略 SWOT分析　出处：《江南大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着国内经济社会的不断发展,近几年,家具领域内有许多设计师开始选择创业,市场上涌现了越来越多的家具设计师品牌。他们在设计质量和商业表现上都达到了新的高度。但是仍有许多家具设计师品牌由于各方面原因在市场上表现平平。笔者通过长期观察以及对几个重点研究品牌进行电话访谈,加以大量的桌面调研和实地考察等方法进行了深入研究。本文先从多个角度多个层次,将整个家具设计师品牌兴起的现象和整体的发展情况做了呈现和梳理。再进一步分析了家具设计师品牌所共同具有的特点,以及兴起背后的原因和推动力等。然后详细分析了家具设计师品牌成长发展的各个环节的发展策略,从设计策略,管理策略,营销策略三个方面入手。分析包括如何建设有形和无形的设计资产,如何把控生产和原材料质量,如何选择和布局线上和线下店铺,如何管理团队,如何对待风投,如何营销品牌等一些列问题。再利用SWOT分析方法分析采取这样的一系列发展策略的家具设计师品牌,在目前国内的政策环境,市场环境,以及消费者群体特点下的优势,劣势,机会和危险。最后通过SWOT矩阵分析得出了一系列优化的策略性建议,如设计要紧密联系当下,创造符合国人生活方式的家具,让用户参与设计,定制与小规模复制并重,利用互联网思想营销来化解信任危机,不拼规模和品种,而是走“小而精”的路线等。期望对于当前的家具设计师品牌以及以后期望创业的家具设计师们有一定的参考价值和意义。
[Abstract]:With the continuous development of domestic economy and society, in recent years, there are many designers in the field of furniture began to choose to start a business. More and more furniture designer brands have emerged in the market. They have reached a new level in design quality and commercial performance. However, there are still many furniture designer brands that are mediocre in the market for various reasons. The author through long-term observation and several key research brand telephone interviews. With a large number of desktop research and field investigation methods for in-depth study. First, this paper from multiple angles and levels. The emergence of the whole furniture designer brand phenomenon and the overall development of the situation is presented and combed. Further further analysis of the furniture designer brand common characteristics. And the reasons behind the rise of the driving force and so on. Then detailed analysis of the furniture designer brand growth and development of each link of the development strategy, from the design strategy, management strategy. The analysis includes how to build tangible and intangible design assets, how to control the quality of production and raw materials, how to select and layout the online and offline stores, and how to manage the team. How to deal with venture capital, how to marketing brand and other issues. Then using the SWOT analysis method to analyze the furniture designer brand taking such a series of development strategies, in the current domestic policy environment, market environment. As well as the characteristics of the consumer group strengths, weaknesses, opportunities and risks. Finally, through the SWOT matrix analysis, a series of strategic recommendations for optimization, such as design should be closely linked to the present. Create furniture in line with the Chinese way of life, let users participate in the design, customization and small-scale replication, using Internet ideological marketing to resolve the crisis of trust, do not spell scale and variety. It is expected to have certain reference value and significance for the current furniture designer brand and the furniture designer who expects to start a business in the future.
【学位授予单位】：江南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F426.88

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