摘要
本文通过对传统家具到定制家具的品牌转型实践进行总结,梳理出转型过程中品牌存在的问题与解决方案。以OOD全屋定制品牌从传统家具到定制家具的转型案例为基础,通过对传统家具模式升级到定制家具模式的品牌重塑过程进行研究。以及通过对升级定制模式后的品牌重塑过程研究,总结出目前定制家具模式,尤其是传统家具转型到定制家具模式的品牌在进行品牌重塑过程的解决思路。有利于同类家具企业在定制转型升级中能更准确、更有效地实施改革。
By summarizing the brand transformation examples from traditional furniture to customized furniture,this paper sorts out the problems and solutions of the brands in the transformation.Based on the case of OOD’s transformation,this paper concludes the solutions of brand rebuilding for today’s customized furniture,especially those who have transformed from traditional models,through studies of the upgrading and rebuilding process of the brands.This paper will lead to more accurate and effective reform for similar furniture enterprises in the transformation and upgrading.
出处
《家具与室内装饰》
北大核心
2021年第3期43-45,共3页
Furniture & Interior Design
基金
广东省教育厅平台中心项目(2020CJPT003)。
关键词
品牌定位
品牌重塑
定制家具
家具品牌
Brand positioning
Brand remodeling
Customized furniture
Furniture brand
