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  本文關(guān)鍵詞：YF家具公司實(shí)施O2O營銷模型研究　出處：《對外經(jīng)濟(jì)貿(mào)易大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 家具 定制家具 線上 線下 O2O營銷模式

【摘要】：2012開始國內(nèi)板式家具企業(yè)面對兩個前所未有的挑戰(zhàn),其一是移動互聯(lián)網(wǎng)以驚人的速度快速發(fā)展,基本已經(jīng)涵蓋了我們生活的每一個角落。其二是南方家具企業(yè)大力發(fā)展定制家具,在行業(yè)內(nèi)掀起一正定制風(fēng)。板式家具行業(yè)的競爭進(jìn)入前所未有的激烈程度。YF公司位處北京,由于金融危機(jī)后北京樓市政策的限制,近些年銷售嚴(yán)重下滑,同時還得抵御南方品牌對市場的進(jìn)攻。在這種情況下,YF公司決定進(jìn)軍電子商務(wù)平臺,開始O2O營銷模式。對于YF公司來講,如何在保持現(xiàn)有傳統(tǒng)店面的銷售額的情況下推廣O2O營銷模式成為一個巨大挑戰(zhàn)。本論文通過分析現(xiàn)在家具市場格局、消費(fèi)者決策習(xí)慣、營銷觀念、并使用SWOT分析法對YF公司優(yōu)勢機(jī)會、劣勢和威脅進(jìn)行分析,得出YF公司處于相對理想的環(huán)境中,可以借助互聯(lián)網(wǎng)模式突破目前公司發(fā)展瓶頸。而YF想實(shí)施O2O模式需要了解消費(fèi)者網(wǎng)絡(luò)決策模式,本文分析了消費(fèi)者O2O模式消費(fèi)決策過程,及線上與線下結(jié)合的方式對消費(fèi)者的影響。然后對YF公司實(shí)施O2O模式的步驟和運(yùn)營策略進(jìn)行了分析。主要包括平臺的選擇,數(shù)據(jù)信息的掌握、品牌策略、價格策略、推廣策略及物流策略等等。YF公司的核心觀念是:綠色環(huán)保,回歸家庭。所以線下店面的體驗(yàn)非常重要。文章重點(diǎn)從客戶體驗(yàn)策略方面進(jìn)行論述,致力于打造一個屬于家和辦公室之間的“第三空間”。最后提出YF公司實(shí)施O2O模式中的風(fēng)險(xiǎn)及YF提供的相應(yīng)措施。通過本文對YF公司O2O營銷模式研究得出:O2O模式可以幫助YF公司成功實(shí)現(xiàn)轉(zhuǎn)型,同時希望能為本地其它家具品牌提供可借鑒的地方。
[Abstract]:Since 2012, domestic panel furniture enterprises are facing two unprecedented challenges, one is the rapid development of mobile Internet at an astonishing speed. The basic has covered every corner of our lives. The second is the southern furniture enterprises to vigorously develop customized furniture. In the industry set off a custom style. Panel furniture industry competition into an unprecedented intensity. YF company is located in Beijing, due to the financial crisis after the restrictions of Beijing property market policies, sales in recent years serious decline. In this case, YF decided to enter the e-commerce platform and start the O2O marketing model. How to promote the O2O marketing model while maintaining the sales volume of the existing traditional stores has become a great challenge. This paper analyzes the current furniture market pattern, consumer decision-making habits, marketing concepts. And the use of SWOT analysis of YF company strengths, weaknesses and threats are analyzed, it is concluded that YF company is in a relatively ideal environment. We can break through the bottleneck of the company development with the help of the Internet model. YF needs to understand the consumer network decision-making model to implement the O2O model. This paper analyzes the consumer O2O consumption decision-making process. And the online and offline combination of the impact on consumers. Then the YF company to implement the O2O mode of the steps and operational strategy are analyzed. Mainly includes the choice of platform, data and information, brand strategy. Price strategy, promotion strategy, logistics strategy and so on. YF company's core concept is: green environmental protection, return to the family. So offline store experience is very important. This article focuses on customer experience strategy. Dedicated to creating a "third space" between home and office. Finally, the paper puts forward the risks in the implementation of O2O mode and the corresponding measures provided by YF. Through the research on the O2O marketing model of YF Company, it is concluded that:. The O2O model can help YF to successfully transform. At the same time, we hope to provide reference for other local furniture brands.
【學(xué)位授予單位】：對外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.88;F724.6

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本文編號：1365744