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

【摘要】：近年來(lái)，家庭裝修裝飾行業(yè)飛速發(fā)展，已經(jīng)成為我國(guó)國(guó)民經(jīng)濟(jì)的支柱產(chǎn)業(yè)之一。但是，目前我國(guó)家庭裝修行業(yè)面臨很大困境。在政策缺失、市場(chǎng)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(yīng)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(gè)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(jì)的蓬勃發(fā)展，這種商業(yè)模式已經(jīng)無(wú)法滿足人民群眾日益增長(zhǎng)的個(gè)性化、多樣化和專業(yè)化的裝修需求。消費(fèi)者的需求在呼喚市場(chǎng)主體經(jīng)營(yíng)和服務(wù)模式的創(chuàng)新與變革。家庭裝修領(lǐng)域各企業(yè)只有通過(guò)商業(yè)模式的創(chuàng)新，才能提高企業(yè)的競(jìng)爭(zhēng)力，才能贏得市場(chǎng)的主動(dòng)權(quán)。 家裝行業(yè)較差的市場(chǎng)滿意度和良好的市場(chǎng)成長(zhǎng)率潛藏著新的商機(jī)。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(guò)對(duì)依靠數(shù)字化平臺(tái)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(tái)的發(fā)展概況，提出了基于數(shù)字化平臺(tái)的聯(lián)合品牌商業(yè)模式。 本文的創(chuàng)新點(diǎn)在于對(duì)數(shù)字化平臺(tái)商業(yè)模式和聯(lián)合品牌的發(fā)展進(jìn)行了剖析與研究，并以此構(gòu)建了基于數(shù)字化平臺(tái)的家裝聯(lián)合品牌商業(yè)模式。本文通過(guò)對(duì)數(shù)字化平臺(tái)商業(yè)模式和聯(lián)合品牌的分析，結(jié)合對(duì)家裝消費(fèi)者的調(diào)研，綜合當(dāng)前家裝市場(chǎng)存在的問(wèn)題，對(duì)整個(gè)家庭裝修行業(yè)進(jìn)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(tái)聯(lián)合品牌，該平臺(tái)由房地產(chǎn)商、建材供應(yīng)商、家居供應(yīng)商、軟裝供應(yīng)商、裝修裝飾設(shè)計(jì)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(wù)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(fèi)者的家裝需求。本研究從實(shí)踐的探索和理論的高度尋求切實(shí)可行的思路解決家裝行業(yè)發(fā)展所面臨的問(wèn)題，，以期實(shí)現(xiàn)學(xué)術(shù)理論與社會(huì)實(shí)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(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：TU238;F426.92

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 住宅裝修部件化課題組,高丕基;住宅裝修部件化體系試驗(yàn)研究[J];北京建筑工程學(xué)院學(xué)報(bào);2001年01期

2 電子商務(wù)課題組,王誠(chéng)慶,荊林波,夏杰長(zhǎng),夏先良,趙萍,楊鐵山;B2C模式電子商務(wù)發(fā)展的現(xiàn)狀與前景分析[J];財(cái)貿(mào)經(jīng)濟(jì);2000年12期

3 王英利;李杏利;;基于傳統(tǒng)出版的網(wǎng)絡(luò)出版商業(yè)模式演進(jìn)研究[J];財(cái)貿(mào)經(jīng)濟(jì);2008年10期

4 楊吉;;模式?jīng)Q定商業(yè)——評(píng)《商業(yè)模式的力量》[J];法人;2011年02期

5 鐘朋榮;十種商業(yè)模式評(píng)析[J];湖北經(jīng)濟(jì)學(xué)院學(xué)報(bào);2005年03期

6 劉偉;馮樹(shù)英;;我國(guó)家居零售企業(yè)的商業(yè)模式研究——以紅星美凱龍為案例[J];價(jià)格理論與實(shí)踐;2010年08期

7 李航;;C2C市場(chǎng)問(wèn)題及對(duì)策探討[J];價(jià)格月刊;2010年02期

8 許基南;聯(lián)合品牌[J];江西財(cái)經(jīng)大學(xué)學(xué)報(bào);2005年04期

9 范海英;;無(wú)線網(wǎng)橋的應(yīng)用和安全[J];科技信息;2010年09期

10 黃溶冰;李玉輝;;基于坐標(biāo)法的SWOT定量測(cè)度模型及應(yīng)用研究[J];科研管理;2008年01期

相關(guān)博士學(xué)位論文 前1條

1 付瑞雪;數(shù)字內(nèi)容分發(fā)平臺(tái)與商業(yè)模式的研究[D];北京郵電大學(xué);2009年

相關(guān)碩士學(xué)位論文 前4條

1 李南;我國(guó)住宅裝修發(fā)展?fàn)顩r研究與道路探索[D];重慶大學(xué);2003年

2 江麗;ABC公司長(zhǎng)期激勵(lì)計(jì)劃研究[D];上海交通大學(xué);2009年

3 陳f ;基于體驗(yàn)營(yíng)銷的B2C網(wǎng)絡(luò)購(gòu)物網(wǎng)站淺析[D];廈門大學(xué);2009年

4 劉佳榮;中國(guó)電信客網(wǎng)服務(wù)商業(yè)模式創(chuàng)新研究[D];廈門大學(xué);2009年

本文編號(hào)：2065728