红木家具网络营销策略研究

发布时间：2018-01-31 18:28

本文关键词： 红木家具网络营销购买决策影响因素发展建议　出处：《中南林业科技大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来随着互联网技术的不断发展和国家的不断重视,电子商务快速发展,已经成为了目前中国零售业发展的重要动力。而我国红木家具行业在发展中过程中遇到了巨大的问题,行业急速缩水,虽然从趋势来看来降速有所放缓,但总体来说我国红木行业还在继续筑底,急需新的增长点。相对于红木家具的传统渠道的发展困难,我国红木家具行业网络营销市场发展空间十分巨大。对红木企业来说,网络销售是一个市场前景广阔、充满机遇的新型营销渠道。但是由于种种原因,我国红木家具网络营销还处于起步阶段,发展缓慢。本文首先回顾了网络营销和红木家具网络营销相关的国内外研究,提出本研究的理论意义与现实意义。然后陈述了本文的理论基础,包括消费者相关理论,和网络营销相关理论。采用PEST方法分析了我国红木家具行业的面临的现状,并列举和分析了目前中国市场上主要的红木家具网络营销平台。通过分析消费者动机理论,和红木家具特性结合,总结归纳了红木家具的消费动机。结合消费者态度理论和消费者价值理论等相关理论提出影响红木家具网络营销的因素,并构建了红木家具消费者网络购买决策模型。根据红木家具消费者网络购买决策模型设计了相关调查问卷,基于红木家具消费者网络购买决策模型设计了问卷。再次将调查问卷收集到的数据运用SPSS21.0进行统计分析,通过信度和效度分析来验证调查问卷的内容,利用差异分析法分析红木家具网络营销购买动机的人口统计的差异性,然后通过回归分析法,分析了不同因素对红木家具网络购买意愿的影响,通过IPA分析得出影响红木家具网络营销的最重要因素。然后按照上文的结论,从产品、价格、服务三个方面对红木家具网络营销提出了建议。本文研究分析了红木家具网络营销的发展情况,从现实的角度对红木家具的网络营销发展提出了建议,为红木家具更好的开展网络营销活动提供参考,具有一定的指导意义,也为后续研究提供了一定基础。
[Abstract]:In recent years, with the continuous development of Internet technology and the constant attention of the country, e-commerce is developing rapidly. China's mahogany furniture industry has encountered huge problems in the process of development, the industry shrank rapidly, although the trend seems to slow down a bit. But on the whole, the mahogany industry in our country is continuing to build the bottom, which urgently needs a new growth point. Compared with the development of traditional channels of mahogany furniture, the development of mahogany furniture is difficult. The development space of network marketing of mahogany furniture industry in our country is very huge. For mahogany enterprises, network sales is a new marketing channel with broad market prospect and full of opportunities. But for various reasons. The network marketing of mahogany furniture in our country is still in the initial stage, and the development is slow. Firstly, this paper reviews the domestic and foreign research on the network marketing and the network marketing of mahogany furniture. Put forward the theoretical and practical significance of this study, and then state the theoretical basis of this paper, including consumer related theory. And related theories of network marketing. Using PEST method to analyze the status quo of the mahogany furniture industry in China. And listed and analyzed the main market in China at present the mahogany furniture network marketing platform. Through the analysis of consumer motivation theory and the characteristics of mahogany furniture combination. Summed up the consumption motivation of mahogany furniture, combined with consumer attitude theory and consumer value theory and other related theories put forward the factors that affect the network marketing of mahogany furniture. And constructed the mahogany furniture consumer network purchase decision-making model. According to the mahogany furniture consumer network purchase decision-making model designed the related questionnaire. Based on the mahogany furniture consumer network purchase decision-making model, the questionnaire is designed. Again, the data collected from the questionnaire is analyzed by SPSS21.0. Through reliability and validity analysis to verify the content of the questionnaire, using the difference analysis method to analyze the demographic differences of the purchase motivation of mahogany furniture network marketing, and then through the regression analysis method. This paper analyzes the influence of different factors on the network purchase intention of mahogany furniture, and obtains the most important factors influencing the network marketing of mahogany furniture through IPA analysis. Then, according to the above conclusion, from the product, the price. This paper studies and analyzes the development of network marketing of mahogany furniture, and puts forward some suggestions on the development of network marketing of mahogany furniture from the point of view of reality. For the better development of mahogany furniture network marketing activities to provide a reference, has a certain guiding significance, but also for the follow-up study provided a certain basis.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F426.88

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