本文選題：功能沙發(fā) + 渠道模式��； 參考：《山東大學(xué)》2013年碩士論文

【摘要】：隨著我國(guó)經(jīng)濟(jì)實(shí)力和人民生活水平的不斷提高,作為工作、休息、娛樂(lè)為主要坐具的沙發(fā)已經(jīng)成為家具和建筑裝飾業(yè)極其重要的組成部分。功能沙發(fā)又稱多功能沙發(fā),是指相對(duì)于普通沙發(fā)而言增加了姿態(tài)調(diào)整、形態(tài)變換功能,甚至在坐臥功能之外還具有儲(chǔ)藏、助力、保健按摩等附加功能的一類新型軟體家具。近些年,隨著經(jīng)濟(jì)的發(fā)展,國(guó)內(nèi)功能沙發(fā)市場(chǎng)悄然而生,許多家具制造企業(yè)也已經(jīng)把目光投放到了這塊誘人的蛋糕上,城市中產(chǎn)階級(jí)會(huì)通過(guò)更多的休閑產(chǎn)業(yè)來(lái)釋放壓力,也會(huì)在家具購(gòu)買決策過(guò)程中,更多地考慮帶來(lái)更高舒適度的功能沙發(fā)。根據(jù)市場(chǎng)咨詢機(jī)構(gòu)的預(yù)測(cè)：城市生活壓力倍增,將導(dǎo)致功能沙發(fā)市場(chǎng)的井噴。而中國(guó)功能沙發(fā)市場(chǎng)的制造、渠道等現(xiàn)狀,將隨著更多實(shí)力家具企業(yè)對(duì)功能沙發(fā)市場(chǎng)的關(guān)注與進(jìn)入,高端功能沙發(fā)市場(chǎng)將由目前的一家獨(dú)大,進(jìn)入諸侯爭(zhēng)霸的關(guān)鍵時(shí)期；而各大企業(yè)的競(jìng)爭(zhēng)方式,無(wú)疑會(huì)避開(kāi)損害產(chǎn)品品質(zhì)的價(jià)格戰(zhàn),而采取更加有效的銷售渠道模式和更為創(chuàng)新的營(yíng)銷策略,這直接關(guān)系到家具企業(yè)的生存和發(fā)展。 面對(duì)國(guó)內(nèi)家具市場(chǎng)的激烈競(jìng)爭(zhēng)以及海外市場(chǎng)的不斷沖擊,企業(yè)如何根據(jù)行業(yè)結(jié)構(gòu)特點(diǎn),把握功能沙發(fā)行業(yè)發(fā)展趨勢(shì),結(jié)合自身的資源能力,找到一條適合自己的生存發(fā)展之路,是功能沙發(fā)家具企業(yè)需要研究的一項(xiàng)重要而緊迫的課題。眾多家具企業(yè)也已經(jīng)意識(shí)到制定適合本企業(yè)的市場(chǎng)營(yíng)銷戰(zhàn)略的重要性。所以,功能沙發(fā)企業(yè)要想在當(dāng)今的家具市場(chǎng)中贏得一席之地,不僅要打造鮮明的品牌文化,尋求差異化,還要制定出切實(shí)可行的營(yíng)銷策略。因此本課題擬針對(duì)功能沙發(fā)的有效銷售渠道模式與創(chuàng)新的營(yíng)銷策略進(jìn)行研究,這對(duì)于家具企業(yè)在功能沙發(fā)領(lǐng)域搶先占領(lǐng)市場(chǎng),提升品牌知名度和美譽(yù)度具有重要意義和實(shí)用價(jià)值。 本課題主要研究?jī)?nèi)容如下：首先對(duì)營(yíng)銷渠道和營(yíng)銷策略的基本理論進(jìn)行了研究,在此基礎(chǔ)上進(jìn)行綜合分析,分別從展會(huì)渠道、代理、經(jīng)銷模式、第三方賣場(chǎng)模式、產(chǎn)銷分離模式、自建終端、網(wǎng)絡(luò)營(yíng)銷、倉(cāng)儲(chǔ)式銷售、家裝公司等方面對(duì)功能沙發(fā)的銷售渠道模式進(jìn)行分析探討,利用品牌力爭(zhēng)取終端資源策略、明星代言提高認(rèn)知策略、定位捆綁與助銷模型策略、視頻營(yíng)銷,打造視覺(jué)、聽(tīng)覺(jué)、聯(lián)想體驗(yàn)盛宴策略對(duì)促銷策略進(jìn)行研究,針對(duì)目前功能沙發(fā)的營(yíng)銷現(xiàn)狀提出新的營(yíng)銷策略,為企業(yè)經(jīng)營(yíng)決策提供指導(dǎo)。最后,以M功能沙發(fā)公司為例,對(duì)其從渠道、促銷兩個(gè)方面提出營(yíng)銷策略方案。
[Abstract]:With the continuous improvement of our country's economic strength and people's living standard, the sofa, which is mainly used for work, rest and entertainment, has become an extremely important part of furniture and architectural decoration industry. The functional sofa is a new type of soft furniture with additional functions such as posture adjustment, morphological transformation, and even storage, assistance, health care and massage in addition to the function of sitting and lying. In recent years, with the development of the economy, the domestic functional sofa market has emerged quietly. Many furniture manufacturers have also set their sights on this attractive cake. The urban middle class will release pressure through more leisure industries. Will also be in the furniture purchase decision-making process, more consideration brings the higher comfortable function sofa. According to the forecast of market consultation organization: the pressure of city life multiplies, will lead to function sofa market blowout. And the manufacture, channel and so on present situation of the Chinese function sofa market, will along with more actual strength furniture enterprise to the function sofa market concern and enter, the high-end function sofa market will be by the present one alone big, enters the vassal competition key period; And the competition way of each big enterprise will avoid the price war that damages the product quality, and adopt more effective sales channel mode and more innovative marketing strategy, which is directly related to the survival and development of furniture enterprise. Facing the fierce competition in the domestic furniture market and the continuous impact of the overseas market, how to grasp the development trend of the functional sofa industry according to the characteristics of the industry structure, and to find a suitable way to survive and develop according to their own resource ability, the enterprise is faced with the fierce competition in the domestic furniture market and the continuous impact of the overseas market. Is the function sofa furniture enterprise needs to study an important and urgent topic. Many furniture enterprises have also realized the importance of developing marketing strategies suitable for their own enterprises. Therefore, if the functional sofa enterprises want to win a place in the furniture market, they should not only create a distinctive brand culture, seek for differentiation, but also work out feasible marketing strategies. Therefore, this paper intends to study the effective sales channel model and innovative marketing strategy of functional sofa, which is the first time for furniture enterprises to occupy the market in the field of functional sofa. It is of great significance and practical value to enhance brand popularity and reputation. The main contents of this paper are as follows: firstly, the basic theory of marketing channel and marketing strategy is studied, and then the comprehensive analysis is carried out from the exhibition channel, agent, distribution model, and third party selling mode, respectively. This paper analyzes and discusses the sales channel mode of functional sofa from production and marketing separation mode, self-built terminal, network marketing, warehouse sales, home decoration company, etc., and makes use of brand power to strive for terminal resource strategy, star endorsement to improve cognitive strategy, etc. Positioning binding and marketing model strategy, video marketing, creating vision, hearing, associative experience feast strategy to study the promotion strategy, aiming at the current marketing status of functional sofa proposed a new marketing strategy for enterprises to provide guidance for business decisions. Finally, taking M function sofa company as an example, this paper puts forward marketing strategies from two aspects of channel and promotion.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.8

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