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1、Brand Experience Marketing Strategy Study furniturePaper Keywords: Brand Experience Marketing Furniture Abstract: To understand the situation of the world furniture market, furniture consumption and trends, as well as my wood furniture in the international trade situation, on this basis, after a SWO
2、T (strengths, weaknesses, opportunities, challenges) analysis, come to my wood furniture the lack of competitiveness in international brands, especially international marketing, weak conclusions. Experiential MarketingMarketing as a new marketing strategy in line with the new experience economy char
3、acteristics of the times, the future direction of international marketing. With well-known international furniture brands - Swedens IKEA, for example, combined with the brand constitutes one of the three main areas - the consumers experience and feelings, from the perspective of experiential marketi
4、ng to explore ways to promote Chinas wooden furniture brands international, proposed to enhance Chinas wooden furniture, an international brand competitiveness, marketing mix strategy. Preface In recent years, the continued growth of the real estate industry to the growth of domestic industry, a hug
5、e space, at present, China has become the worlds fastest growing home products, building materials producing countries and consuming power. Home is a cover a wide range of industries, including furniture, paint, flooring, ceramics, household appliances, lighting, cloth and so on. The burgeoning indu
6、stry, the most direct reason is that high-growth real estate industry, home industry, ushered in unprecedented opportunities for development. Although the household sector is a feast but which are still hidden worries. To the furniture industry, for example, the furniture industry at present there a
7、re four characteristics: small, chaotic, scattered, low. China has more than 50000 furniture industry, but without a business market share of more than 1%. As peoples living standards, consumer demand patterns are changing. Produced in foreign countries, a new consumer demand - experience requiremen
8、ts, experience requirements are leading more and more companies concerned about it for the enterprise to create new marketing opportunities is the future of international marketing companies a huge potential new area. 1, wood furniture, the status of international trade (A) wood furniture in the wor
9、ld market situation 1. The world furniture market Statistics show that over the past 10 years, since the main furniture market rising degree of openness, the world furniture industry showed rapid growth trend. On the whole, the growth rate is higher than the production of furniture in international
10、trade growth. According to Light Research Center, along with the rapid growth of world GDP, in 2006 the worlds furniture industry trade volume reached 86 billion U.S. dollars, an increase of about 7.5%. 1 of the world furniture industry output value of about 250 billion U.S. dollars, of which seven
11、major industrial countries accounted for 56%, according to the order of successively as follows: United States, Italy, Germany, Japan, Britain, Canada and France. Furniture production in developed countries accounted for 73% of the worlds output. Major items of furniture the worlds top five largest
12、importing countries are: United States, Germany, Britain, France and Japan. Top 5 largest export countries are: China, Italy, Germany, Poland and Canada. Press Island division, the first in Europe, the second in Asia. 2006 European exports about 350 million euros, of which the EU-25 exports of 25 bi
13、llion euros internal. Asian exports about 250 billion U.S. dollars. Chinas exports to about 200 billion U.S. dollars. 2. The worlds consumption of wood furniture While the other authoritative data show that the worlds wooden furniture, mainly by developed countries, consumption, per capita consumpti
14、on in North America, the worlds average consumption is usually 6 to 7 times, in Europe 2 3 times lower than in other parts of the world per capita consumption average. For example, the U.S. furniture 75 billion U.S. dollars the amount of annual consumption, accounting for 38% of the worlds furniture
15、 production. The worlds population accounted for only 4.3%. China has accounted for 20% of the worlds population, furniture consumption amounted to only 23.3 billion U.S. dollars, accounting for only 11.8% of the worlds furniture production. Table Table 1-1 1997 to 2007 billion U.S. dollars of international furniture trade Source: http / /: www.777fcom/pub/ 3. The worlds wood furniture market trends The United Nations Commission on Trade and Development published in 2007 Trade and Development reported that in 2007 the world
