本文關(guān)鍵詞： 家具 設(shè)計(jì)師品牌 發(fā)展策略 SWOT分析　出處：《江南大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著國內(nèi)經(jīng)濟(jì)社會(huì)的不斷發(fā)展,近幾年,家具領(lǐng)域內(nèi)有許多設(shè)計(jì)師開始選擇創(chuàng)業(yè),市場(chǎng)上涌現(xiàn)了越來越多的家具設(shè)計(jì)師品牌。他們?cè)谠O(shè)計(jì)質(zhì)量和商業(yè)表現(xiàn)上都達(dá)到了新的高度。但是仍有許多家具設(shè)計(jì)師品牌由于各方面原因在市場(chǎng)上表現(xiàn)平平。筆者通過長(zhǎng)期觀察以及對(duì)幾個(gè)重點(diǎn)研究品牌進(jìn)行電話訪談,加以大量的桌面調(diào)研和實(shí)地考察等方法進(jìn)行了深入研究。本文先從多個(gè)角度多個(gè)層次,將整個(gè)家具設(shè)計(jì)師品牌興起的現(xiàn)象和整體的發(fā)展情況做了呈現(xiàn)和梳理。再進(jìn)一步分析了家具設(shè)計(jì)師品牌所共同具有的特點(diǎn),以及興起背后的原因和推動(dòng)力等。然后詳細(xì)分析了家具設(shè)計(jì)師品牌成長(zhǎng)發(fā)展的各個(gè)環(huán)節(jié)的發(fā)展策略,從設(shè)計(jì)策略,管理策略,營(yíng)銷策略三個(gè)方面入手。分析包括如何建設(shè)有形和無形的設(shè)計(jì)資產(chǎn),如何把控生產(chǎn)和原材料質(zhì)量,如何選擇和布局線上和線下店鋪,如何管理團(tuán)隊(duì),如何對(duì)待風(fēng)投,如何營(yíng)銷品牌等一些列問題。再利用SWOT分析方法分析采取這樣的一系列發(fā)展策略的家具設(shè)計(jì)師品牌,在目前國內(nèi)的政策環(huán)境,市場(chǎng)環(huán)境,以及消費(fèi)者群體特點(diǎn)下的優(yōu)勢(shì),劣勢(shì),機(jī)會(huì)和危險(xiǎn)。最后通過SWOT矩陣分析得出了一系列優(yōu)化的策略性建議,如設(shè)計(jì)要緊密聯(lián)系當(dāng)下,創(chuàng)造符合國人生活方式的家具,讓用戶參與設(shè)計(jì),定制與小規(guī)模復(fù)制并重,利用互聯(lián)網(wǎng)思想營(yíng)銷來化解信任危機(jī),不拼規(guī)模和品種,而是走“小而精”的路線等。期望對(duì)于當(dāng)前的家具設(shè)計(jì)師品牌以及以后期望創(chuàng)業(yè)的家具設(shè)計(jì)師們有一定的參考價(jià)值和意義。
[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.
【學(xué)位授予單位】：江南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F273.2;F426.88

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