摘 要
随着人们生活水平的提高和生活方式的变化，家居用品市场愈加火热，品牌建设已成为家居用品企业取得市场竞争优势的重要手段。本文首先介绍了品牌建设和家居用品营销现状，接着详细阐述了品牌建设在家居用品营销中的作用以及其核心要素。之后，从产品定位策略、宣传推广策略、渠道管理策略、价格策略四个方面提出了基于品牌建设的家居用品营销策略。最后，通过分析家居用品品牌建设成功案例和基于品牌建设的家居用品营销策略实践，展示了品牌建设在家居用品营销中的重要性和实现方式。
关键词：品牌建设；家居用品；营销策略
Abstract
With the improvement of people's living standards and changes in lifestyle, the home appliance market is becoming increasingly popular, and brand building has become an important means for home appliance enterprises to gain market competitive advantages. This article first introduces the current status of brand building and home appliance marketing, and then elaborates in detail on the role of brand building in home appliance marketing and its core elements. Afterwards, a brand building based marketing strategy for household goods was proposed from four aspects: product positioning strategy, promotion strategy, channel management strategy, and price strategy. Finally, by analyzing successful cases of home appliance brand building and practicing home appliance marketing strategies based on brand building, the importance and implementation methods of brand building in home appliance marketing were demonstrated.
Keywords：Brand building;Housewear & Furnishings;Marketing strategy
目 录
摘 要 I
Abstract II
前 言 1
一、品牌建设相关概述 2
（一）品牌建设的概念 2
（二）家居用品营销现状 2
二、品牌建设在家居用品营销中的作用 4
（一）品牌建设对家居用品市场的影响 4
（二）家居用品品牌建设的核心要素 4
三、基于品牌建设的家居用品营销策略 6
（一）产品定位策略 6
（二）宣传推广策略 6
（三）渠道管理策略 7
（四）价格策略 8
（一）家居用品品牌建设成功案例 10
（二）基于品牌建设的家居用品营销策略实践分析 10
结 论 12
致 谢 13
参考文献 14
