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专卖店作为家具生产商有效保护自身权益和建构企业品牌资产的销售和服务终端,受到愈来愈多企业的重视。由于目前一般家具生产企业内部组织架构、企业文化和资金实力的滞后,普遍不具有实施和运作“整合营销沟通”策略的能力。因此,专卖店成为家具企业与消费者发生营销沟通的主要阵地。虽然这种沟通伴随市场交换的过程早已存在,但其沟通力度和层面都较为薄弱。
As a manufacturer of furniture stores to effectively protect their own interests and build corporate brand equity sales and service terminals, by more and more enterprises attention. Due to the current general furniture manufacturers internal organizational structure, corporate culture and financial strength of the lag, generally do not have the implementation and operation “integrated marketing communication ” strategy. Therefore, the store has become the furniture business and consumer marketing communications occur the main front. Although this kind of communication has long existed with the exchange of markets, its communication strength and level are weaker.