IABSTRACT II 摘要 随着我国经济飞速发展以及城镇化的推进，极大促进了房地产市场的繁荣， 进而带动建材家居行业迅猛发展。居民消费水平提高，对个性化定制家居需求与 日俱增，市场潜力巨大。 定制家居行业进入企业众多，建材、地产、装修、家电、互联网等行业企业 纷纷大量跨界入局。资本、人才、技术大量进入，定制家居企业间竞争从品牌、 渠道、价格等外向营销型竞争向产能、技术、人才、服务等内部综合实力竞争转 型。 国家宏观调控政策下，地产增速放缓，环保政策趋严，生产成本上升，定制 家居行业竞争加剧，企业内部产能矛盾凸显。营销渠道快速变革，精装、电商、 整装、社群、连锁等渠道模式前端截留，对定制家居企业终端营销与服务能力要 求更高。年轻消费群体个性化产品要求、全方位服务要求更高。近 6000 家家具制 造企业中，10%左右的企业尚处于亏损状态。 本文以欧派家居企业为例，对该企业的核心竞争力以及企业自身的优势进行 深入研究，通过与其它类似企业进行对比，从品牌优势、大规模柔性制造优势、 销售与服务渠道优势、信息化优势、技术创新优势等方面进行对比分析与研究。 文中首先介绍了大规模定制和定制家居的基本概念和特征，并结合国内外研 究成果，提出定制家居企业核心竞争力的五个方面，并结合以欧派、索菲亚、尚 品宅配等行业主要代表性企业的实际表现，分析其在品牌、大规模柔性制造、销 售与服务渠道、信息化、技术创新等方面的核心竞争力。其次，对欧派家居企业 在品牌、销售与服务渠道、大规模柔性制造、技术创新等方面的领先优势及原因 进行了深入研究，找出欧派家居企业核心竞争力构成的关键要素，通过与索菲亚 及尚品宅配进行了对比分析，指出欧派核心竞争力的优势与劣势，在此基础上提 出定制家居行业提升核心竞争力优势的建议。 关键词，欧派 ，定制家居，核心竞争力ABSTRACT III ABSTRACT With the rapid development of China's economy and urbanization, it promotes the prosperity of the real estate market, and then drives the rapid development of building materials and household industry. With the improvement of residents'consumption level, the demand for individualized customized home is increasing day by day, and the market potential is huge. Custom home industry has entered many enterprises, building materials, real estate, decoration, household appliances, the Internet and other industries have entered a large number of cross-border companies. With the entry of capital, talent and technology, the competition among customized household enterprises has changed from export-oriented marketing competition such as brand, channel and price to internal comprehensive strength competition such as capacity, technology, talent and service. Under the national macro-control policy, the growth rate of real estate has slowed down, the environmental protection policy has become stricter, the production cost has risen, the competition of customized household industry has intensified, and the contradiction of production capacity within enterprises has become prominent. Rapid changes in marketing channels, front-end interception of hardbound, e-commerce, whole, community, chain and other channel modes require higher terminal marketing and service capabilities of customized household enterprises. Young consumers have higher requirements for individualized products and omni-directional services. About 10% of the nearly 6000 furniture manufacturing enterprises are still in a loss state. This paper takes Oppein Home Enterprise as an example to study its core competitiveness and its own advantages. By comparing with other similar enterprises, this paper makes a comparative analysis and study from the aspects of brand advantages, large-scale flexible manufacturing advantages, sales and service channel advantages, information advantages, technological innovation advantages and so on. Firstly, this paper introduces the basic concepts and characteristics of mass customization and customized household, and combines the research results at home and abroad, puts forward five aspects of core competitiveness of customized household enterprises, and combines with the actual performance of the main representative enterprises in the Oppein faction, Sofia, Shangpin and other industries, analyses theirABSTRACT IV brand, large-scale flexible manufacturing, sales and service channels, information technology. The core competitiveness of innovation and other aspects. Secondly, the leading advantages and reasons of Oppein household enterprises in brand, sales and service channels, large-scale flexible manufacturing, technological innovation and other aspects are studied in depth, and the key elements of core competitiveness of Oppein household enterprises are found out. By comparing with Sofia and Shangpin, the advantages and disadvantages of Oppein household enterprises'core competitiveness are pointed out. Suggestions for Customizing Home Industry to Promote the Advantage of Core Competence. Keywords: OPPEIN,customized furniture,Core competitiveness目 录 V 目 录 第一章 绪论.....................................................................................................................1 1.1 选题背景及意义................................................................................................ 1 1.1.1 选题背景.................................................................................................1 1.1.2 研究目的.................................................................................................4 1.2 国内外的研究现状............................................................................................ 4 1.2.1 国内研究现状.........................................................................................4 1.2.2 国外研究现状..........................................................................................5 1.3 研究思路及论文框架........................................................................................ 6 1.3.1 研究思路.................................................................................................6 1.3.2 论文框架.................................................................................................6 第二章 定制家居行业核心竞争力理论基础.................................................................7 2.1 相关概念的界定................................................................................................ 7 2.1.1 家具.........................................................................................................7 2.1.2 定制家居.................................................................................................7 2.1.3 核心竞争力.............................................................................................8 2.2 理论依据............................................................................................................ 8 2.2.1 SWOT 分析法..........................................................................................8 2.2.2 竞争对手分析理论.................................................................................9 第三章 定制家居企业核心竞争力分析.......................................................................10 3.1 我国定制家居企业发展现状.......................................................................... 10 3.2 家居企业具有品牌竞争优势.......................................................................... 10 3.2.1 品牌知名度培育...................................................................................11 3.2.2 品牌美誉度培育...................................................................................12 3.2.3 品牌价值及品牌建设...........................................................................13 3.3 家居企业具有销售与服务渠道竞争优势...................................................... 15 3.3.1 渠道类别...............................................................................................15 3.3.2 渠道数量...............................................................................................16 3.3.3 渠道质量...............................................................................................17 3.3.4 渠道管理...............................................................................................19 3.4 家居企业具有大规模柔性制造竞争优势...............