In order to explore the influence of soft power on the competition of furniture brands in China under the back-ground of Internet Plus,through the methods of literature review,brand market research,and data collection,it is con-cluded that the furniture brands have the characteristics of personalized design,flexible production and marketing digiti-zation.The soft power among three different types of furniture brands in China were discussed inaspects of advantages,disadvantages and development trends.The findings showed that the soft power plays a significant role in enhancing brand marketing with a sense of experience,extending the life cycle of the brand,and enhancingthe brand's industry in-fluence.In order to further optimize and enhance the soft power of domestic furniture brands,the corresponding improve-ment strategies were proposed from the point of view of product production design and brand management model,which will provide reference for the advantageous development of the furniture brand in the future.
关键词
互联网+/家具品牌/品牌软实力/良性关系
Key words
Internet Plus/furniture brand/soft power/benign relationship
万方数据