浙江圣奥家具制造有限公司的品牌海外推广研究
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浙江圣奥家具制造有限公司的品牌海外推广研究
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我谨在此承诺：本人所写的毕业论文《浙江圣奥家具制造有限公司的品牌海外推广研究》均系本人独立完成，没有抄袭行为，凡涉及其他作者的观点和材料，均作了注释，若有不实，后果由本人承担。
中国十大环保家具品牌                承诺人（签名）：    
                          年    月    日
摘  要
中国的家具企业经过了几十年的发展，在国内市场逐渐拥有了各自的特点并逐步迈向成熟。细致的市场划分，使得各大家具制造企业竞争十分激烈，从办公家具领域来看，许多大规模的家具制造企业，如圣奥、震旦、冠美、长江、百利等国内领先的办公家具制造商都在不断地拓宽自己的市场，并且面向国际市场，参与到与国际顶级家具企业的竞争中。虽然各自都形成了一整套的服务模式，从设计到生产、包装、配送、售后维保服务等方面
都十分的规范。但是，在取得进步的同时，为了获得更多的业务量来抢占市场，导致各个品牌摒弃产品质量和差异化服务，转向互相大打价格战，没有在品牌和服务上进行革新。
正是由于这种国内竞争环境，导致国内各大家具品牌在国际市场竞争中无法和国外大牌家具企业比肩，国外市场拓展举步维艰。这背后不再是产品、价格与服务的初级竞争，而是公司综合实力、品牌影响力的高级比拼。因此，本文以浙江圣奥家具制造有限公司为代表，通过分析圣奥在海外品牌推广的途径来了解目前中国办公家具在品牌推广建设上的发展状况，希望能够给业界在品牌推广尤其是国外市场带来新的思路。主要从圣奥海外展厅建设、设计师文化、家具展览会、广告投放以及互联网新媒体的应用等方面来实际展开分析。
关键词：品牌；办公家具；海外市场

Abstract
China’s furniture industry after decades of development, the domestic market gradually h
as their own characteristics and gradually towards maturity. Detailed market segmentation, making the major furniture manufacturers is extremely competitive. From the office furniture field of view, many large furniture manufacturing companies, such as Sunon, Aurora, QUAMA, CJF, Victory and other leading domestic office furniture manufacturers are constantly broadening their market, and also to compete with the top international furniture enterprises in the international market. Although each of them have formed a complete set of service model, from design to production, packaging, delivery, after service and other aspects are very standardized. After made such progress, at the same time, in order to get more business volume to grab the market, leading to the product quality and differentiated services of the brand are abandoned. Turning to the price war with each other, without any innovation on brands and services. It is this domestic competitive environment, resulting in major domestic and foreign furniture brands can not shoulder to shoulder with the big furniture companies in the international market competition, foreign market expansion is still difficult. Behind this is no longer a primary competition which is the product, price and service, but the senior competition wh
ich is the company's comprehensive strength and brand influence. Therefore, this article is on behalf of Zhejiang Sunon Furniture Manufacturing Co., Ltd., by analyzing Sunon overseas branding approach to understand the current Chinese office furniture in the development of brand-promotion, hope to bring new ideas to the industry in brand promotion, especially in foreign markets. This article mainly analysis the construction of Sunon overseas showroom, cultural of designers, furniture fair, advertising and the new media network.
Keywords ：Brand;  Office Furniture;  Overseas Markets

引 言-------------------------------------------------------------------1
一、公司品牌发展概述-----------------------------------------------------2
（一）“圣奥Sunon”品牌的建立与发展-----------------------------------2
（二）“圣奥Sunon”品牌的影响力-----------------------------------------2
1. 品牌荣誉---------------------------------------------------------2
2. 品牌影响力的发展-------------------------------------------------3
二、圣奥公司品牌海外推广策略---------------------------------------------4
（一）海外品牌展厅建立——迪拜“圣奥Sunon”品牌展厅-------------------4
（二）设计师品牌推广——印度设计师文化--------------------------------5
（三）家具展会——圣奥展会的品牌营销-----------------------------------6
（四）广告与机构认证——圣奥广告与品牌认证-----------------------------7
1. 广告推广模式-----------------------------------------------------7
2. 机构认证模式-----------------------------------------------------7
（五）互联网推广模式——圣奥新媒体主页---------------------------------8

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