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面对激烈的竞争市场,常州各家居建材品牌选择通过异业联盟的方式来增强自身的竞争力。笔者选取常州地区具有代表性的联盟50强+1联盟为研究对象,阐述了时下家居建材界联盟的组成结构及活动方式,深入分析了50强+1联盟活动的数据,总结了联盟活动的优势及存在的缺点,以求为家具实体店的营销活动提供借鉴。
The face of fierce competition in the market, Changzhou, home building materials brands choose to cross-industry alliance to enhance their own way of competitiveness. The author chooses the representative 50 league + 1 coalition in Changzhou as the research object, elaborates the composition and activities of the coalition of home furnishing materials nowadays, analyzes the data of the 50 + 1 + coalition activities in detail and summarizes the advantages of the coalition activities And the shortcomings exist in order to provide reference for the furniture store’s marketing activities.