【正文】 1 好百年國(guó)際家居廣 場(chǎng) 品牌戰(zhàn)略研 究 摘 要 在深圳家居連鎖零售業(yè)中，好百年國(guó)際家居廣場(chǎng)自 1999 年元月首家分店開(kāi)業(yè)以來(lái)，現(xiàn)在已發(fā)展成為擁有六家分店、總營(yíng)業(yè)面積達(dá)十多萬(wàn)平方米、分布深圳、珠海、長(zhǎng)沙三地的大型家居零售商。好百年國(guó)際家居廣場(chǎng)在自身品牌建設(shè)上取得了一定成果，在廣大消費(fèi)者心目中具有良好的品牌形象，從而樹(shù)立了自己品牌家具零售商的地位。但好百年國(guó)際家居廣場(chǎng)由于受自身實(shí)力限制，經(jīng)營(yíng)模式比較特殊。 本文立足于企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)分析，對(duì)好百年國(guó)際家居廣場(chǎng)的品牌戰(zhàn)略的形成及其實(shí)施進(jìn)行研究 。論文首先根據(jù)企業(yè)現(xiàn)狀運(yùn)用 SWOT 方法對(duì)企業(yè)環(huán)境和自身實(shí)力進(jìn)行分析，進(jìn)而確定包括品牌定位、品牌個(gè)性、 品牌形象、品牌決策等內(nèi)容的好百年國(guó)際家居廣場(chǎng)品牌戰(zhàn)略。好百年國(guó)際家居廣場(chǎng)為了有效實(shí)施品牌戰(zhàn)略，在建立高品質(zhì)的服務(wù)質(zhì)量 、品牌傳播、組織結(jié)構(gòu)重組和業(yè)務(wù)流程再造、人才激勵(lì)、 企業(yè)文化建設(shè)等方面做了大量工作，本文也將對(duì)這方面內(nèi)容進(jìn)行闡述并做一些補(bǔ)充。 關(guān)鍵詞： 家居、品牌、品牌戰(zhàn)略 ABSTRACT In the furniture retail industry of Shenzhen, HOBA international furniture plaza developed fastest in recent years. Since The first branch was open in January of 1999， HOBA international furniture plaza have already developed into a large furniture retailer which have six branches in Shenzhen, Zhuhai and Changsha, its total sales area is more than 100, 000 square metres now. And HOBA international furniture plaza have made a fine achievement on its own brand construction, it have a better brand image in consumers’ minds than other retailers, and have established its own status as a brand furniture retailer. But, HOBA international furniture plaza takes a special management mode limited with its own strength. This paper will research HOBA international furniture plaza’s brand strategy forming and implement which base on enterprise petition advantage analysis. At first ,this paper will apply the SWOT method to analyse the environment of enterprise and its own strength according to HOBA’s present situation, then confirm HOBA international furniture plaza’s brand strategy including brand positioning, brand character, brand image, brand policy. In order to implement the brand strategy effectively, HOBA international furniture plaza do a lot work on setting up highquality service, brand munication, enterprise framework reanization and business procedure rebuilding, talents encouraging and enterprise cultural construction, etc. This paper will continue to explain these contents and make some supplement too. Key word: furniture, brand, brand strategy 目 錄 中文摘要 英文摘要 引 言 1 第一章 品牌戰(zhàn)略的基本理論 2 第一節(jié) 品牌概述 .......................................................................................... 2 一、品牌的定義 .......................................................................................... 2 二、品牌的內(nèi)涵 .......................................................................................... 3 第二節(jié) 戰(zhàn)略理論 .......................................................................................... 4 一、戰(zhàn)略的涵義 .......................................................................................... 4 二、戰(zhàn)略的形成步驟 ................................................................................... 5 第三節(jié) 品牌戰(zhàn)略 .......................................................................................... 6 一、品牌戰(zhàn)略的涵義 ................................................................................... 6 二、實(shí)施品牌戰(zhàn)略的作用 ............................................................................ 7 第二章 好百年基于企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)的品牌戰(zhàn)略形成 9 第一節(jié) 家居零售行業(yè)概況 ............................................................................ 9 一、家居行業(yè)的現(xiàn)狀 ................................................................................... 9 二、家居行業(yè)的發(fā)展趨勢(shì) ...........................................................................10 三、家居零售業(yè)的現(xiàn)狀 ..............................................................................12 四、國(guó)外的家具零售營(yíng)銷方式 ....................................................................13 第二節(jié) 好百年國(guó)際家居廣場(chǎng)簡(jiǎn)介 ................................................................14 一、好百年國(guó)際家居廣場(chǎng)的發(fā)展現(xiàn)狀 .........................................................14 2 二、好百年國(guó)際家居廣場(chǎng)的品牌現(xiàn)狀 .........................................................16第三節(jié) 企業(yè)外部環(huán)境分析 ...........................................................................17 一、宏觀環(huán)境分析 .....................................................................................17 二、產(chǎn)業(yè)結(jié)構(gòu)分析 .....................................................................................19 三、企業(yè)外部環(huán)境提供的機(jī)會(huì)和威脅 .........................................................22 第四節(jié) 企業(yè)競(jìng)爭(zhēng)優(yōu)勢(shì)分析 ...........................................................................23 一、行業(yè)內(nèi)主要競(jìng)爭(zhēng)對(duì)手概況 ....................................................................23 二、好百年的競(jìng)爭(zhēng)優(yōu)勢(shì) ..............................................................................25 三、好百年的競(jìng)爭(zhēng)劣勢(shì) ..............................................................................26 第三章 好百年基于競(jìng)爭(zhēng)優(yōu)勢(shì)的品牌戰(zhàn)略 29 第一節(jié) 品牌的定位 .....................................................................................29 一、消費(fèi)者市場(chǎng)分析 ..................................................................................29 二、好百年的目標(biāo)市場(chǎng)定位 .......................................................................30 三 、好百年向消費(fèi)者提供的利益 ................................................................30 四、好百年中高檔市場(chǎng)定位的原因 .............................................................31 第二節(jié) 品牌的個(gè)性 .....................................................................................32 一、目標(biāo)群體的消費(fèi)心理需求分析 .............................................................32 二、好百年的品牌個(gè)性 ..............................................................................33 第三節(jié) 品牌的形象 .....................................................................................34 一、好百年的品牌形象 ..............................................................................34 二、好百年品牌形象的構(gòu)成 .......................................................................34 第四節(jié) 品牌決策 .........................................................................................36 一、集中建設(shè)一個(gè)商業(yè)服務(wù)品牌――“好百年” ........................................37 二、嘗試商品自有品牌（中間商品牌） .............................................