O2O模式下的家具行业运营模式研究
发布时间：2018-07-31 18:00
【摘要】：家具行业的传统模式面临着越来越激烈的竞争环境，而家具产品自身特殊的购买和服务特性一直制约着其电子商务的发展。许多消费者在经历了网络购物冲动的几个念头之后，网络消费的理念趋于理智和成熟，而爆棚式的电子商务发展又凸显出许多问题。在近几年，O2O模式作为一种新的商业模式，有效的综合了网络购物和传统市场的优势，为家具企业的电子商务提供了一种更可行的新的思路，成为家具行业未来发展的一种方向。 本文立足于市场中消费者的需求，研究了家具行业的O2O模式，并为O2O模式下家具企业的运营提供了一些建议。为了完成这一研究目的，本文采用了如下结构：第一部分阐述了问题研究的背景，提出了要解决的问题；第二部分介绍了O2O模式的概念，并对家具行业传统模式的困境与电子商务模式的瓶颈进行了归纳，并分析了O2O模式在家具行业的可行性；第三部分对消费者购买决策行为过程进行深入分析，结合家具商品的自身特点，构建了消费者在O2O模式下购买家具商品的决策模型。第四部分本文基于模型和家具行业现状，为家具厂商和专业的电子平台实施O2O战略分析提供了一些可行性的策略建议。 本文从消费者角度出发，综合考虑厂商现状和态度，结合市场现在，试图通过全面广泛的O2O模式介绍与分析，为广大的O2O模式实践者提供一些知识普及和理论研究参考。本文对O2O模式的研究具有重要的理论意义和实践指导意义，并丰富了O2O模式的研究文献。然而由于O2O模式本身概念较新，实践时间较短，理论研究非常匮乏，本文研究也可能出现范围局限和过于理想化的错误。
[Abstract]:The traditional mode of furniture industry is facing more and more fierce competition environment, and the special purchase and service characteristics of furniture products have been restricting the development of its electronic commerce. Many consumers have experienced several thoughts of online shopping impulse, the concept of online consumption tends to be rational and mature, and the exploding e-commerce development highlights a lot of problems. In recent years, as a new business model, the O2O model has effectively integrated the advantages of online shopping and traditional market, and has provided a more feasible new way of thinking for the electronic commerce of furniture enterprises, which has become a direction for the future development of furniture industry. Based on the needs of consumers in the market, this paper studies the O2O model of furniture industry, and provides some suggestions for the operation of furniture enterprises under O2O mode. In order to accomplish the purpose of the research, this paper adopts the following structure: in the first part, the background of the research is described and the problems to be solved are put forward; the second part introduces the concept of the O2O model. The dilemma of the traditional mode of furniture industry and the bottleneck of e-commerce mode are summarized, and the feasibility of O2O model in furniture industry is analyzed. According to the characteristics of furniture commodities, the decision model of consumers buying furniture commodities under O _ 2O mode is constructed. In the fourth part, based on the model and the current situation of furniture industry, some feasible strategic suggestions are provided for furniture manufacturers and professional electronic platforms to implement O2O strategy analysis. From the point of view of consumers, considering the current situation and attitude of manufacturers, and combining with the present market situation, this paper attempts to provide some references to the popularization of knowledge and theoretical research for the vast number of practitioners of the O2O model through the introduction and analysis of a comprehensive and extensive O2O model. This paper has important theoretical and practical significance for the study of O _ 2O model and enriches the research literature of O _ 2O model. However, due to the relatively new concept of the O2O model itself, the short time of practice and the lack of theoretical research, the scope of this study may be limited and too idealized.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.88;F274
[Abstract]:The traditional mode of furniture industry is facing more and more fierce competition environment, and the special purchase and service characteristics of furniture products have been restricting the development of its electronic commerce. Many consumers have experienced several thoughts of online shopping impulse, the concept of online consumption tends to be rational and mature, and the exploding e-commerce development highlights a lot of problems. In recent years, as a new business model, the O2O model has effectively integrated the advantages of online shopping and traditional market, and has provided a more feasible new way of thinking for the electronic commerce of furniture enterprises, which has become a direction for the future development of furniture industry. Based on the needs of consumers in the market, this paper studies the O2O model of furniture industry, and provides some suggestions for the operation of furniture enterprises under O2O mode. In order to accomplish the purpose of the research, this paper adopts the following structure: in the first part, the background of the research is described and the problems to be solved are put forward; the second part introduces the concept of the O2O model. The dilemma of the traditional mode of furniture industry and the bottleneck of e-commerce mode are summarized, and the feasibility of O2O model in furniture industry is analyzed. According to the characteristics of furniture commodities, the decision model of consumers buying furniture commodities under O _ 2O mode is constructed. In the fourth part, based on the model and the current situation of furniture industry, some feasible strategic suggestions are provided for furniture manufacturers and professional electronic platforms to implement O2O strategy analysis. From the point of view of consumers, considering the current situation and attitude of manufacturers, and combining with the present market situation, this paper attempts to provide some references to the popularization of knowledge and theoretical research for the vast number of practitioners of the O2O model through the introduction and analysis of a comprehensive and extensive O2O model. This paper has important theoretical and practical significance for the study of O _ 2O model and enriches the research literature of O _ 2O model. However, due to the relatively new concept of the O2O model itself, the short time of practice and the lack of theoretical research, the scope of this study may be limited and too idealized.
【学位授予单位】：合肥工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.88;F274
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