家具电商产品信息传播渠道研究

发布时间：2017-12-26 20:40

本文关键词：家具电商产品信息传播渠道研究　出处：《北方工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：2008年金融危机导致家具贸易面临着更加严峻的国际贸易环境;同时,国内劳动力成本的上升引发企业的成本上升;在这种背景下家具企业积极通过电商平台扩大销售、降低成本。然而,由于家具产品的价值较高、消费者对产品的体验要求高等原因,使家具企业面临着"不上电商等死,上电商找死"的两难困境。本研究利用非结构化数据分析了不同信息渠道对产品销售量的影响,并着重分析了线上响应因素对销售量的乘数效应,并在实证分析的基础上从线下和线上两个方面给出了家具电商如何利用信息渠道改善服务提升销售量。本文总共包括三个主要的部分:第一部分为研究的现实和理论基础;第二部分为实证分析部分,利用Bass模型和销售量分布滞后模型分析信息渠道的影响和影响程度;第三部分是基于实证结果的政策建议。理论基础部分介绍了中国家具电商的发展状况以及曲美家具的特征,说明了选择曲美家具作为研究对象的原因;然后,综述了家具电商的国内外研究现状,并介绍了 Bass模型。实证分析部分是本文的重点。首先,抓取了曲美天猫旗舰店贵妃沙发的评价信息及相关数据,并对数据进行了结构化处理;然后,估计了 Bass模型,估算了不同信息渠道对销售量的影响;最后,估计了销售量的分布滞后模型,计算了好评和差评信息的乘数效应和实体店的作用。Bass模型结果说明,线下信息的影响呈现出递减趋势,在初始阶段是主要推动消费者在线购买家具的因素。线上信息渠道的网络口碑的作用对销售量的影响呈现出抛物线状。分布滞后模型的结果说明,在线好评信息的乘数效应为1.3%,差评信息的乘数效应为-7%;而体验店可以帮助消费者了解信息,去体验店了解产品信息的消费者数量与销售量是正相关的。根据实证分析的结果,曲美应在线下提升口碑,解决配送问题;而线上实施更加稳定的定价策略,提升服务质量,更加有效的管理评价信息。
[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.
【学位授予单位】：北方工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F426.88

【参考文献】