家纺品牌同质化突围之道（Home textile brand homogenized the road of breakthrough）.doc

家纺品牌同质化突围之道（Home textile brand homogenized the road of breakthrough） A few years ago, a number of home textile brands were calling home textile industry transformation for a long time, competition will increase. In order to occupy a place in the industry, many brands have started to look for directions, reposition and launch a wave of brand construction. However, the home textile enterprise has been to this day, still faces a common problem is: brand homogenization situation is serious! Brand building operation approaches are similar! The brand is overdone! The brand can not build up, can not form the brand effect, can not enjoy the brand premium, can only collective get into the price war eccentric circle, this is the common problem that the home textile industry faces. The external operating environment and resources of enterprises are different, resulting in different internal operating conditions. But most home textile brand positioning is very similar. With love, love, family, dream as the main appeal, we use the consumer emotion oriented positioning method. The difference is small, lack of brand uniqueness, can not see the core value that has obvious individuation. Second, a lot of companys so-called brand positioning is high-grade home textile brand, high, middle-grade home textile brand or medium and low grade home textile. This misunderstands the relationship between brand positioning and product positioning, and makes product price positioning as brand positioning. This brand is easy to follow, and can never become a leading brand in the industry. Once again, the brand positioning of the home textile enterprise is oversimplified, only to understand its superficial understanding as the product name, enterprise VI, floating on the brand surface to make an article. The misreading of the brand that is humanized and humanized is single and symbolic, so that the brand loses the life source of eternal vitality. Relying solely on the high altitude advertisement to