이탈리아 가구기업의 브랜드전략에 관한 연구

• 영문명: A Study on Brand Strategy of Italian Furniture Companies: Focused on B&B Italia and Kartell
• 발행기관: 한국가구학회
• 저자명: 위한림(Han-Lim Wee) 윤선영(Sun-Young Yoon)
• 간행물 정보: 『한국가구학회지』한국가구학회지 제14권 제1호, 48~58쪽, 전체 11쪽
• 주제분류: 예술체육 > 미술
• 파일형태: PDF
• 발행일자: 2003.06.30

영문 초록

Italian furniture companies play a leading role in the world furniture market and are acknowledged as good design trend leader. Their craftsmanship which has been handed down from the past is thoroughly applied to the process of design and production. Two well-known furniture companies in Italy, B&B Italia and Kartell , are chosen as a case study model to grasp the key of their success. In general and objective material collecting and researching, this study aims at understanding the method of the advanced corporations design development, marketing strategy and brand identity. This study is expected to use as a research material for Korean furniture industry to escape from the serious depression after IMF shock.

목차

1. 서론

2. 이탈리아 가구업계의 현황

3. 이탈리아 가구 브랜드의 사례

4. 분석

5. 결론

6. 참고문헌