定制家居企业S公司的商业模式创新研究

发布时间：2019-07-06 17:13

【摘要】：近年来,我国家居行业随着市场竞争加剧,产品同质化现象非常严重,致使行业发展陷入呆滞的状态,其中成品家具业更是进入衰退期,但以定制模式为主的定制家居行业如整体橱柜业、定制衣柜业等却呈现生机勃勃的景象,年均大约以20%的速度持续增长,然如此好的发展势态并没有消除现有定制家居企业对互联网时代发展的忧虑。定制家居从业人员虽然长期实践体验式商业,但面临新兴互联网思想和电子商务模式的冲击,表现得仍是茫然甚至是恐慌,因为业内多数人认为如此繁杂需要量身定制的产品,几乎不可能“触电”的。然而,2013年全国定制家居电商的销售额就已超过百亿元人民币,涌现出了以科技型S公司为代表的明星品牌,其创新带来的影响力和销售额快速增长超过了绝大多数经营了几十年的家居企业。本文则是在商业形态、消费群体、消费习惯等在不断变化的情况下,通过研究S公司的发展历史和现实状况,总结其创新的商业模式,揭示其核心创新要素如技术、信息、人才和创始基因,进一步揭示新型定制家居企业不仅是在渠道、终端、传播、支付等方面的变革,更是在商业生态中的时间,空间,媒体和关系等方面的突破,同时也指出其创新中存在外部挑战和内部约束,加以定性和定量研究分析并给出积极的发展策略和建设性的解决方案,以希望其抓住趋势和机遇,发展得更好更快,同时也希望给予迷茫的传统定制家居企业的现实启示启发和指导路径,完成企业的升级转型,避免走弯路或少走弯路!
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图片说明：图２－１产品生命周期示意围逡逑
[Abstract]:In recent years, with the intensification of market competition in China's household industry, the phenomenon of product homogenization is very serious, resulting in the development of the industry into a dull state, in which the finished furniture industry has entered a period of decline, but the custom home industry, such as the overall cabinet industry and custom cabinet industry, which is dominated by custom mode, has shown a vibrant scene, with an average annual growth rate of about 20%. However, such a good development situation has not dispelled the existing custom home enterprises to the Internet era development worries. Although custom home practitioners have been practicing experiential business for a long time, they are still at a loss or even panic in the face of the impact of emerging Internet ideas and e-commerce models, because most people in the industry believe that it is almost impossible to "shock" products that require tailor-made products. However, in 2013, the sales of custom home ecommerce in 2013 have exceeded 10 billion yuan, and a star brand represented by technology S company has emerged, and its innovation has brought more influence and sales than the vast majority of household enterprises that have been operating for decades. This paper is to study the development history and reality of S company, summarize its innovative business model, reveal its core innovation elements such as technology, information, talent and founding gene, and further reveal that the new custom home enterprise is not only in the channel, terminal, communication, payment and other aspects of the change, but also in the business ecology of the time, this paper is to study the development history and reality of S company, summarize its innovative business model, reveal its core innovation elements such as technology, information, talents and founding genes, and further reveal that the new custom home enterprise is not only in the channel, terminal, communication, payment and other aspects of the change, The breakthrough of space, media and relationship, at the same time, it also points out that there are external challenges and internal constraints in its innovation, makes qualitative and quantitative research and analysis, and gives positive development strategies and constructive solutions, in order to seize the trend and opportunities, develop better and faster, at the same time, it also hopes to enlighten and guide the confused traditional custom home enterprises and complete the upgrading and transformation of enterprises. Avoid detours or fewer detours!
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.92

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