基于家装企业“一站式”服务体系的构建研究
发布时间：2018-07-23 19:39
【摘要】：我国家装行业在近二十年的突飞猛进后进入到一个增长相对放缓的新阶段，但家装业产值年增长率仍能够保持在10%以上，据预测，到2015年，我国家装业年产值将达到2万亿。面对家装业这一庞大的“蛋糕”，目前国内近25万家家装企业以及大量的家装“游击队”正展开一场激烈的竞争。这一时期的家装行业已渐入成熟，家装产品市场出现明显分档，消费者在选择家装产品时也趋于理性。不再是一味追求“高、大、尚”，而是能够更加注重于产品本身的价值与效用。生活节奏的加快，也使得消费者在选择家装企业进行家装服务上，更加看重服务的质量与效率。种种变化使得一部分家装公司开始考虑转变固有家装运作模式，提升家装服务体系，以应对更广大消费者的提出新要求，新愿望。 本文首先对“一站式”服务及家装服务体系进行概念性描述，并点明主题。随后对我国家装业发展历程及现状进行分析，通过分析总结出目前家装业面临的几大主要问题，，为后文传统家装模式的研究做背景铺垫。接着通过对目前几种传统家装模式的研究发现家装企业对家装模式的运作具有一定的偏向性，无论是哪种运作模式，其服务体系中的所有服务都不会均衡发展，并且传统家装模式已经在消费者越来越高的家装需求下显现出诸多不足之处，不少家装企业在竞争中调结构、改模式，寻求差异化发展以赢得更多的市场份额。之后对新型的“一站式”家装模式进行分析，并通过与传统家装模式的对比，指出此模式所具备的优势与特点，而运行“一站式”家装模式的关键在于其对应服务体系的构建上。最后对家装“一站式”服务体系的构建策略进行了详细研究，“一站式”家装服务体系构建的核心之处在于企业通过多途径对产品及服务的资源整合，家装企业不仅需要对家装服务体系中的咨询服务、整体规划设计服务、施工服务、宅配服务以及后期维护服务进行全方位改进，还引入了家装产品的“体验式”营销以及产品定制化生产两大服务，让客户真正享受到高效、便捷的家装“一站式”服务。
[Abstract]:After nearly 20 years of rapid development, China's domestic decoration industry has entered a new stage of relatively slow growth, but the annual growth rate of domestic decoration industry can still be maintained at more than 10%. It is predicted that by 2015, the annual output value of China's household decoration industry will reach 2 trillion yuan. In the face of this huge "cake", nearly 250000 domestic enterprises and a large number of home decoration "guerrillas" are engaged in a fierce competition. In this period, the home decoration industry has gradually matured, and the market of home decoration products has been clearly classified, and the consumers tend to be rational when they choose the home decoration products. Instead of blindly pursuing "high, big, still", it can pay more attention to the value and utility of the product itself. The quickening of life rhythm also makes consumers pay more attention to service quality and efficiency. All kinds of changes have made some domestic decoration companies begin to consider changing the inherent home decoration operation mode and upgrading the home improvement service system in order to meet the new demands and aspirations of the wider consumers. This paper first gives a conceptual description of "one-stop" service and home decoration service system, and points out the theme. Then this paper analyzes the development course and present situation of the domestic decoration industry in China, and summarizes several major problems facing the domestic decoration industry, which pave the way for the research of the traditional home decoration model in the future. Then through the research of several traditional home improvement modes, it is found that the domestic decoration enterprises have certain bias to the operation of the home improvement mode, no matter which kind of operation mode, all the services in their service system will not develop in a balanced way. And the traditional home decoration mode has shown a lot of shortcomings under the higher and higher demand of the consumer. Many domestic decoration enterprises adjust the structure in the competition, change the model, seek the development of differentiation to win more market share. Then it analyzes the new "one-stop" home improvement mode, and points out the advantages and characteristics of this model by comparing with the traditional home decoration mode. And the key to running the "one-stop" home improvement model lies in the construction of its corresponding service system. Finally, the construction strategy of "one-stop" service system is studied in detail. The core of "one-stop" service system construction lies in the integration of products and services through multiple channels. Home improvement enterprises not only need to improve the consulting services, overall planning and design services, construction services, home matching services and later maintenance services in the home improvement service system. It also introduces the "experience" marketing and customized production of home decoration products, so that customers can really enjoy the efficient and convenient "one-stop" service.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.92
本文编号：2140444
[Abstract]:After nearly 20 years of rapid development, China's domestic decoration industry has entered a new stage of relatively slow growth, but the annual growth rate of domestic decoration industry can still be maintained at more than 10%. It is predicted that by 2015, the annual output value of China's household decoration industry will reach 2 trillion yuan. In the face of this huge "cake", nearly 250000 domestic enterprises and a large number of home decoration "guerrillas" are engaged in a fierce competition. In this period, the home decoration industry has gradually matured, and the market of home decoration products has been clearly classified, and the consumers tend to be rational when they choose the home decoration products. Instead of blindly pursuing "high, big, still", it can pay more attention to the value and utility of the product itself. The quickening of life rhythm also makes consumers pay more attention to service quality and efficiency. All kinds of changes have made some domestic decoration companies begin to consider changing the inherent home decoration operation mode and upgrading the home improvement service system in order to meet the new demands and aspirations of the wider consumers. This paper first gives a conceptual description of "one-stop" service and home decoration service system, and points out the theme. Then this paper analyzes the development course and present situation of the domestic decoration industry in China, and summarizes several major problems facing the domestic decoration industry, which pave the way for the research of the traditional home decoration model in the future. Then through the research of several traditional home improvement modes, it is found that the domestic decoration enterprises have certain bias to the operation of the home improvement mode, no matter which kind of operation mode, all the services in their service system will not develop in a balanced way. And the traditional home decoration mode has shown a lot of shortcomings under the higher and higher demand of the consumer. Many domestic decoration enterprises adjust the structure in the competition, change the model, seek the development of differentiation to win more market share. Then it analyzes the new "one-stop" home improvement mode, and points out the advantages and characteristics of this model by comparing with the traditional home decoration mode. And the key to running the "one-stop" home improvement model lies in the construction of its corresponding service system. Finally, the construction strategy of "one-stop" service system is studied in detail. The core of "one-stop" service system construction lies in the integration of products and services through multiple channels. Home improvement enterprises not only need to improve the consulting services, overall planning and design services, construction services, home matching services and later maintenance services in the home improvement service system. It also introduces the "experience" marketing and customized production of home decoration products, so that customers can really enjoy the efficient and convenient "one-stop" service.
【学位授予单位】：浙江农林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.92
【参考文献】
相关期刊论文 前1条
1 侯锦;;浅析整体家居模式在企业装饰行业的优势[J];企业研究;2013年16期
本文编号：2140444
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