本文選題：家庭裝修 + 數(shù)字化平臺��； 參考：《湖南大學》2011年碩士論文

【摘要】：近年來，家庭裝修裝飾行業(yè)飛速發(fā)展，已經(jīng)成為我國國民經(jīng)濟的支柱產(chǎn)業(yè)之一。但是，目前我國家庭裝修行業(yè)面臨很大困境。在政策缺失、市場混亂等多方面不利因素的影響下，房地產(chǎn)商、建材家居產(chǎn)品供應商以及裝修公司各自為政的盈利模式已經(jīng)不再符合整個行業(yè)的生存和發(fā)展要求。隨著數(shù)字化技術(shù)和互聯(lián)網(wǎng)經(jīng)濟的蓬勃發(fā)展，這種商業(yè)模式已經(jīng)無法滿足人民群眾日益增長的個性化、多樣化和專業(yè)化的裝修需求。消費者的需求在呼喚市場主體經(jīng)營和服務模式的創(chuàng)新與變革。家庭裝修領(lǐng)域各企業(yè)只有通過商業(yè)模式的創(chuàng)新，才能提高企業(yè)的競爭力，才能贏得市場的主動權(quán)。 家裝行業(yè)較差的市場滿意度和良好的市場成長率潛藏著新的商機。本論文以研究家裝企業(yè)在數(shù)字化背景下的商業(yè)模式創(chuàng)新為主體。通過對依靠數(shù)字化平臺商業(yè)模式成功的企業(yè)案例及SWOT分析，結(jié)合在線家裝平臺的發(fā)展概況，提出了基于數(shù)字化平臺的聯(lián)合品牌商業(yè)模式。 本文的創(chuàng)新點在于對數(shù)字化平臺商業(yè)模式和聯(lián)合品牌的發(fā)展進行了剖析與研究，并以此構(gòu)建了基于數(shù)字化平臺的家裝聯(lián)合品牌商業(yè)模式。本文通過對數(shù)字化平臺商業(yè)模式和聯(lián)合品牌的分析，結(jié)合對家裝消費者的調(diào)研，綜合當前家裝市場存在的問題，對整個家庭裝修行業(yè)進行資源整合。把家裝各企業(yè)著名品牌組成以戶型數(shù)據(jù)為基礎(chǔ)的大型家庭裝修數(shù)字化平臺聯(lián)合品牌，該平臺由房地產(chǎn)商、建材供應商、家居供應商、軟裝供應商、裝修裝飾設(shè)計公司和專業(yè)的裝修施工公司構(gòu)成。該聯(lián)合品牌提供家裝一體化的服務體系，可滿足全裝修、二次裝修、局部裝修等不同裝修階段不同消費者的家裝需求。本研究從實踐的探索和理論的高度尋求切實可行的思路解決家裝行業(yè)發(fā)展所面臨的問題，，以期實現(xiàn)學術(shù)理論與社會實踐更好的結(jié)合。
[Abstract]:In recent years, the family decoration industry has developed rapidly and has become one of the pillar industries of our national economy. However, at present, the family decoration industry in China is facing a lot of difficulties. In the absence of policy, market chaos and other adverse factors, real estate developers, building materials and home products suppliers as well as decoration companies are no longer in line with the survival and development of the entire industry. With the rapid development of digital technology and Internet economy, this business model has been unable to meet the people's increasing demand for personalized, diversified and specialized decoration. The demand of consumers is calling for innovation and reform of market main body management and service mode. Only through the innovation of the business model, the enterprises in the field of family decoration can improve their competitiveness and win the initiative of the market. The poor market satisfaction and good market growth rate of the home construction industry are potential new business opportunities. This thesis focuses on the research of the innovation of the business model in the digital background. By analyzing the successful enterprise cases and SWOT analysis of the successful business model based on digital platform, combined with the development of online home improvement platform, a joint brand business model based on digital platform is put forward. The innovation of this paper lies in the analysis and research of the development of the digital platform business model and the joint brand, and the construction of the domestic decoration joint brand business model based on the digital platform. Through the analysis of the digital platform business model and the joint brand, combined with the investigation of the home decoration consumers, this paper synthesizes the existing problems in the home decoration market, and integrates the resources of the whole family decoration industry. A large household decoration digital platform based on household data is made up of famous brands of home decoration enterprises. The platform is composed of real estate developers, building materials suppliers, home suppliers, soft clothing suppliers, Decoration and decoration design company and professional decoration and construction companies constitute. The combined brand provides integrated service system, which can meet the needs of different consumers in different stages of decoration, such as complete decoration, secondary decoration, partial decoration and so on. From the perspective of practice and theory, this study seeks practical solutions to the problems faced by the development of home decoration industry, in order to achieve a better combination of academic theory and social practice.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2011
【分類號】：TU238;F426.92

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