本文關(guān)鍵詞：家具電商產(chǎn)品信息傳播渠道研究　出處：《北方工業(yè)大學》2017年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 家具電商 信息傳播渠道 Bass模型 線上評價信息

【摘要】：2008年金融危機導致家具貿(mào)易面臨著更加嚴峻的國際貿(mào)易環(huán)境;同時,國內(nèi)勞動力成本的上升引發(fā)企業(yè)的成本上升;在這種背景下家具企業(yè)積極通過電商平臺擴大銷售、降低成本。然而,由于家具產(chǎn)品的價值較高、消費者對產(chǎn)品的體驗要求高等原因,使家具企業(yè)面臨著"不上電商等死,上電商找死"的兩難困境。本研究利用非結(jié)構(gòu)化數(shù)據(jù)分析了不同信息渠道對產(chǎn)品銷售量的影響,并著重分析了線上響應(yīng)因素對銷售量的乘數(shù)效應(yīng),并在實證分析的基礎(chǔ)上從線下和線上兩個方面給出了家具電商如何利用信息渠道改善服務(wù)提升銷售量。本文總共包括三個主要的部分:第一部分為研究的現(xiàn)實和理論基礎(chǔ);第二部分為實證分析部分,利用Bass模型和銷售量分布滯后模型分析信息渠道的影響和影響程度;第三部分是基于實證結(jié)果的政策建議。理論基礎(chǔ)部分介紹了中國家具電商的發(fā)展狀況以及曲美家具的特征,說明了選擇曲美家具作為研究對象的原因;然后,綜述了家具電商的國內(nèi)外研究現(xiàn)狀,并介紹了 Bass模型。實證分析部分是本文的重點。首先,抓取了曲美天貓旗艦店貴妃沙發(fā)的評價信息及相關(guān)數(shù)據(jù),并對數(shù)據(jù)進行了結(jié)構(gòu)化處理;然后,估計了 Bass模型,估算了不同信息渠道對銷售量的影響;最后,估計了銷售量的分布滯后模型,計算了好評和差評信息的乘數(shù)效應(yīng)和實體店的作用。Bass模型結(jié)果說明,線下信息的影響呈現(xiàn)出遞減趨勢,在初始階段是主要推動消費者在線購買家具的因素。線上信息渠道的網(wǎng)絡(luò)口碑的作用對銷售量的影響呈現(xiàn)出拋物線狀。分布滯后模型的結(jié)果說明,在線好評信息的乘數(shù)效應(yīng)為1.3%,差評信息的乘數(shù)效應(yīng)為-7%;而體驗店可以幫助消費者了解信息,去體驗店了解產(chǎn)品信息的消費者數(shù)量與銷售量是正相關(guān)的。根據(jù)實證分析的結(jié)果,曲美應(yīng)在線下提升口碑,解決配送問題;而線上實施更加穩(wěn)定的定價策略,提升服務(wù)質(zhì)量,更加有效的管理評價信息。
[Abstract]:The financial crisis in 2008 led to a more severe international trade environment for furniture trade. Meanwhile, the rise of domestic labor costs led to the rise of the cost of enterprises. Under this background, furniture enterprises actively expand sales and reduce costs through e-commerce platform. However, due to the value of the product is high, consumers of the product experience requirements of the reasons make the furniture enterprises are faced with "no electricity to die, die on the dilemma of business". This study uses unstructured data to analyze the impact of different information channels for product sales, and emphatically analyzes the multiplier effect of online response factors on sales, and on the basis of the empirical analysis from two aspects of offline and online are the furniture electricity supplier how to utilize the information channel to improve services to increase sales. This thesis includes three main parts: the first part is the research on the theoretical and practical basis; the second part is the empirical analysis, using Bass model and volume distribution lag effect model to analyze information channels and influence; the third part is based on empirical results and policy recommendations. The theoretical basis part introduces the development of Chinese furniture business and the characteristics of Qu Mei Furniture, explains the reasons for choosing Qu Mei Furniture as the research object, and then summarizes the research status of the furniture business at home and abroad, and introduces the Bass model. The part of the empirical analysis is the key point of this paper. First of all, the evaluation QuMei grab Tmall flagship store chaise sofa information and related data, and the data were structured; then, estimation of the Bass model, to estimate the effects of different information channels of sales; finally, estimated sales distribution lag model, multiplier effect and store the information of the praise and negative feedback the role of computing. The results of the Bass model show that the influence of the offline information has a decreasing trend, and in the initial stage it is the main factor to promote the consumer purchase of furniture online. The effect of online word of mouth on online information channels has a parabolic effect on sales. The result of distributed lag model shows that the multiplier effect of online praise information is 1.3%, the multiplier effect of differential information is -7%, and experiential shop can help consumers understand information, and experience the number of consumers who know the product information and sales volume is positively related to sales volume. According to the result of empirical analysis, trimi should enhance word-of-mouth online and solve the distribution problem, and implement more stable pricing strategy on line, improve service quality and manage information more effectively.
【學位授予單位】：北方工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F724.6;F426.88

【參考文獻】

相關(guān)期刊論文 前10條

1 陳友艷;;O2O模式在家具行業(yè)中的應(yīng)用前景分析[J];經(jīng)營管理者;2015年04期

2 陳敏;李賜生;;基于O2O模式的大規(guī)模定制家具企業(yè)現(xiàn)狀及趨勢[J];家具與室內(nèi)裝飾;2015年02期

3 余真翰;楊浩磊;;考慮逆向物流的O2O家具電商發(fā)展初期銷售終端合作決策研究[J];物流技術(shù);2015年01期

4 王璐;;家居行業(yè)OTO營銷模式探索[J];山西經(jīng)濟管理干部學院學報;2014年04期

5 曹亞威;吳智慧;楊波;李興暢;李曉艷;;紅木家具電商現(xiàn)狀及推廣方案研究[J];家具;2014年05期

6 趙艷豐;;家具企業(yè)如何突破電商物流的瓶頸[J];國際木業(yè);2014年08期

7 周志;張明;;創(chuàng)新之路:曲美家具的競爭力[J];裝飾;2014年03期

8 羅思華;;林氏木業(yè)的數(shù)據(jù)魔方[J];經(jīng)理人;2013年12期

9 張彥;;家具企業(yè)O2O模式探討[J];技術(shù)與市場;2013年07期

10 儲益翔;;家具行業(yè)的O2O模式分析研究[J];中國管理信息化;2013年11期

相關(guān)博士學位論文 前1條

1 楊敬輝;Bass模型及其兩種擴展型的應(yīng)用研究[D];大連理工大學;2006年

相關(guān)碩士學位論文 前1條

1 宋海榮;Bass模型在房間空調(diào)器國內(nèi)市場預(yù)測中的應(yīng)用[D];重慶師范大學;2007年

，

本文編號：1338788