首页 > 资料专栏 > 论文 > 技研论文 > IT论文 > 定制家具互联网营销策略研究_MBA毕业论文DOC

定制家具互联网营销策略研究_MBA毕业论文DOC

sawangr***
V 实名认证
内容提供者
资料大小:1418KB(压缩后)
文档格式:DOC
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2023/4/6(发布于黑龙江)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
定制家具互联网营销策略研究
中文摘要
随着时代的发展,人们消费能力有了很大的提高,对于个性化的需求越来越明显。
在家居领域,人们对家具产品的功能性、环保性、空间利用率等都有较高的要求。传
统标准家具由于无法满足客户个性化的需求,被定制家具替代的趋势日益明显。虽然
国内定制家具的市场潜力巨大,但随着业内企业不断扩大产能,以及传统制造企业跨
行业进入该领域,定制家具行业的竞争日趋激烈。另一方面,“服务在前,产品在后”
的行业属性赋予了定制家具得天独厚的互联网基因,如果能把营销策略与互联网相融
合,企业将在市场上拥有更主动的地位。
本文利用联合分析方法,研究一个新分支行业在新兴媒介的营销方式与受众方式,
让相关企业在互联网营销策略制定过程中能有效的针对目标消费者。首先,对相关概
念进行界定,阐述论文的选题背景、意义、研究内容及研究方法,在此基础上,对国
内外研究进行论述和评价,并对论文研究的相关理论基础进行阐述。其次,对定制家
具互联网营销进行了潜力和现状分析,指出了基于消费者偏好制定互联网营销策略的
必要性和紧迫性。再次,确定了研究的属性和属性水平,建立消费者偏好模型,通过
正交设计得出虚拟产品组合,并设计了消费者对定制家具互联网营销接受偏好的调查
问卷。最后,通过对问卷的数据处理,在联合分析基本原理的基础上,分别对群体调
研结果与群体属性相对重要性等方面进行了重点研究,并基于市场细分结果提出定制
家具互联网营销策略建议。
产品的内在价值通过市场交易来实现。因此,营销策略是关系到企业生存和发展
的关键因素之一。本论文的研究将有助于定制家具企业在今后的发展过程中更加重视
互联网营销工作。本论文的分析结论可以指导定制家具的互联网营销实践,为定制家
具企业进行科学的决策提供参考依据。
关键词:定制家具, 互联网营销策略, 消费者偏好, 购买决策
I

Research on Internet Marketing Strategy of
Customized Furniture
Abstract
With the development of era, the public consumption rises rapidly, while the demand
on customization becomes increasingly obvious. As a result, people set higher requirement
on function, environmental protection, and space utility rate of furniture. Consequently, since
traditional standard furniture fails to meet the customization demand of clients, it has been
gradually replaced by customized ones. Although the market potential of domestic
customized furniture remains huge, considering the continuous expansion of enterprise
productivity and other cross-industry enterprises entry into this field, the race of customized
furniture industry is getting intensifying. On the contrary, since "service first, product
second" endows customized furniture with unique internet genes, if marketing strategy and
internet are integrated in one, the enterprise will gain more active position in the market.
By taking the advantage of the joint analysis method, this thesis carries research on the
marketing mode and consumer mode of a new branch industry in emerging media, hoping
that enterprises can effectively target consumers in the process of Internet marketing strategy
formulation. Firstly, it defines the pertinent concepts, sets forth the background, significance,
research content and research ways of the thesis, discusses and evaluates the research inside
and outside of our country, and sets forth the pertinent theoretical basis of the thesis.
Secondly, it analyzes the potential and present situation of Internet marketing of customized
furniture, and points out the necessity and urgency of formulating Internet marketing strategy
based on consumer preference. Thirdly, the attribute and attribute level of the research are
determined, the consumer preference model is established, the virtual product portfolio is
obtained through orthogonal design, and the survey questionnaire of consumers' preference
for Internet marketing of customized furniture is designed. Finally, through the data
processing of the questionnaire, based on the fundamental of joint analysis, this thesis centers
on the group survey results and the relative importance of group attributes, and provides
some advice on the Internet marketing strategy of customized furniture based on the market
segmentation results.
The internal value of product is realized by market trade. Therefore, marketing strategy
plays an important role in company survival and development. The research will benefit
customized furniture enterprises to pay more attention on internet marketing in future
II

development. The conclusion of this thesis will surely guide the internet marketing practice
of customized furniture, and provide reference for scientific decision in customized furniture
enterprises.
Key words: Customized furniture, Internet marketing strategy,
Individual requirement, Purchase decision
III
。。。以下略