YF家具公司实施O2O营销模型研究

发布时间：2018-01-01 18:40

本文关键词：YF家具公司实施O2O营销模型研究　出处：《对外经济贸易大学》2015年硕士论文　论文类型：学位论文

【摘要】：2012开始国内板式家具企业面对两个前所未有的挑战,其一是移动互联网以惊人的速度快速发展,基本已经涵盖了我们生活的每一个角落。其二是南方家具企业大力发展定制家具,在行业内掀起一正定制风。板式家具行业的竞争进入前所未有的激烈程度。YF公司位处北京,由于金融危机后北京楼市政策的限制,近些年销售严重下滑,同时还得抵御南方品牌对市场的进攻。在这种情况下,YF公司决定进军电子商务平台,开始O2O营销模式。对于YF公司来讲,如何在保持现有传统店面的销售额的情况下推广O2O营销模式成为一个巨大挑战。本论文通过分析现在家具市场格局、消费者决策习惯、营销观念、并使用SWOT分析法对YF公司优势机会、劣势和威胁进行分析,得出YF公司处于相对理想的环境中,可以借助互联网模式突破目前公司发展瓶颈。而YF想实施O2O模式需要了解消费者网络决策模式,本文分析了消费者O2O模式消费决策过程,及线上与线下结合的方式对消费者的影响。然后对YF公司实施O2O模式的步骤和运营策略进行了分析。主要包括平台的选择,数据信息的掌握、品牌策略、价格策略、推广策略及物流策略等等。YF公司的核心观念是:绿色环保,回归家庭。所以线下店面的体验非常重要。文章重点从客户体验策略方面进行论述,致力于打造一个属于家和办公室之间的“第三空间”。最后提出YF公司实施O2O模式中的风险及YF提供的相应措施。通过本文对YF公司O2O营销模式研究得出:O2O模式可以帮助YF公司成功实现转型,同时希望能为本地其它家具品牌提供可借鉴的地方。
[Abstract]:Since 2012, domestic panel furniture enterprises are facing two unprecedented challenges, one is the rapid development of mobile Internet at an astonishing speed. The basic has covered every corner of our lives. The second is the southern furniture enterprises to vigorously develop customized furniture. In the industry set off a custom style. Panel furniture industry competition into an unprecedented intensity. YF company is located in Beijing, due to the financial crisis after the restrictions of Beijing property market policies, sales in recent years serious decline. In this case, YF decided to enter the e-commerce platform and start the O2O marketing model. How to promote the O2O marketing model while maintaining the sales volume of the existing traditional stores has become a great challenge. This paper analyzes the current furniture market pattern, consumer decision-making habits, marketing concepts. And the use of SWOT analysis of YF company strengths, weaknesses and threats are analyzed, it is concluded that YF company is in a relatively ideal environment. We can break through the bottleneck of the company development with the help of the Internet model. YF needs to understand the consumer network decision-making model to implement the O2O model. This paper analyzes the consumer O2O consumption decision-making process. And the online and offline combination of the impact on consumers. Then the YF company to implement the O2O mode of the steps and operational strategy are analyzed. Mainly includes the choice of platform, data and information, brand strategy. Price strategy, promotion strategy, logistics strategy and so on. YF company's core concept is: green environmental protection, return to the family. So offline store experience is very important. This article focuses on customer experience strategy. Dedicated to creating a "third space" between home and office. Finally, the paper puts forward the risks in the implementation of O2O mode and the corresponding measures provided by YF. Through the research on the O2O marketing model of YF Company, it is concluded that:. The O2O model can help YF to successfully transform. At the same time, we hope to provide reference for other local furniture brands.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.88;F724.6

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