【摘要】：我國(guó)家裝行業(yè)在近二十年的突飛猛進(jìn)后進(jìn)入到一個(gè)增長(zhǎng)相對(duì)放緩的新階段，但家裝業(yè)產(chǎn)值年增長(zhǎng)率仍能夠保持在10%以上，據(jù)預(yù)測(cè)，到2015年，我國(guó)家裝業(yè)年產(chǎn)值將達(dá)到2萬億。面對(duì)家裝業(yè)這一龐大的“蛋糕”，目前國(guó)內(nèi)近25萬家家裝企業(yè)以及大量的家裝“游擊隊(duì)”正展開一場(chǎng)激烈的競(jìng)爭(zhēng)。這一時(shí)期的家裝行業(yè)已漸入成熟，家裝產(chǎn)品市場(chǎng)出現(xiàn)明顯分檔，消費(fèi)者在選擇家裝產(chǎn)品時(shí)也趨于理性。不再是一味追求“高、大、尚”，而是能夠更加注重于產(chǎn)品本身的價(jià)值與效用。生活節(jié)奏的加快，也使得消費(fèi)者在選擇家裝企業(yè)進(jìn)行家裝服務(wù)上，更加看重服務(wù)的質(zhì)量與效率。種種變化使得一部分家裝公司開始考慮轉(zhuǎn)變固有家裝運(yùn)作模式，提升家裝服務(wù)體系，以應(yīng)對(duì)更廣大消費(fèi)者的提出新要求，新愿望。 本文首先對(duì)“一站式”服務(wù)及家裝服務(wù)體系進(jìn)行概念性描述，并點(diǎn)明主題。隨后對(duì)我國(guó)家裝業(yè)發(fā)展歷程及現(xiàn)狀進(jìn)行分析，通過分析總結(jié)出目前家裝業(yè)面臨的幾大主要問題，，為后文傳統(tǒng)家裝模式的研究做背景鋪墊。接著通過對(duì)目前幾種傳統(tǒng)家裝模式的研究發(fā)現(xiàn)家裝企業(yè)對(duì)家裝模式的運(yùn)作具有一定的偏向性，無論是哪種運(yùn)作模式，其服務(wù)體系中的所有服務(wù)都不會(huì)均衡發(fā)展，并且傳統(tǒng)家裝模式已經(jīng)在消費(fèi)者越來越高的家裝需求下顯現(xiàn)出諸多不足之處，不少家裝企業(yè)在競(jìng)爭(zhēng)中調(diào)結(jié)構(gòu)、改模式，尋求差異化發(fā)展以贏得更多的市場(chǎng)份額。之后對(duì)新型的“一站式”家裝模式進(jìn)行分析，并通過與傳統(tǒng)家裝模式的對(duì)比，指出此模式所具備的優(yōu)勢(shì)與特點(diǎn)，而運(yùn)行“一站式”家裝模式的關(guān)鍵在于其對(duì)應(yīng)服務(wù)體系的構(gòu)建上。最后對(duì)家裝“一站式”服務(wù)體系的構(gòu)建策略進(jìn)行了詳細(xì)研究，“一站式”家裝服務(wù)體系構(gòu)建的核心之處在于企業(yè)通過多途徑對(duì)產(chǎn)品及服務(wù)的資源整合，家裝企業(yè)不僅需要對(duì)家裝服務(wù)體系中的咨詢服務(wù)、整體規(guī)劃設(shè)計(jì)服務(wù)、施工服務(wù)、宅配服務(wù)以及后期維護(hù)服務(wù)進(jìn)行全方位改進(jìn)，還引入了家裝產(chǎn)品的“體驗(yàn)式”營(yíng)銷以及產(chǎn)品定制化生產(chǎn)兩大服務(wù)，讓客戶真正享受到高效、便捷的家裝“一站式”服務(wù)。
[Abstract]:After nearly 20 years of rapid development, China's domestic decoration industry has entered a new stage of relatively slow growth, but the annual growth rate of domestic decoration industry can still be maintained at more than 10%. It is predicted that by 2015, the annual output value of China's household decoration industry will reach 2 trillion yuan. In the face of this huge "cake", nearly 250000 domestic enterprises and a large number of home decoration "guerrillas" are engaged in a fierce competition. In this period, the home decoration industry has gradually matured, and the market of home decoration products has been clearly classified, and the consumers tend to be rational when they choose the home decoration products. Instead of blindly pursuing "high, big, still", it can pay more attention to the value and utility of the product itself. The quickening of life rhythm also makes consumers pay more attention to service quality and efficiency. All kinds of changes have made some domestic decoration companies begin to consider changing the inherent home decoration operation mode and upgrading the home improvement service system in order to meet the new demands and aspirations of the wider consumers. This paper first gives a conceptual description of "one-stop" service and home decoration service system, and points out the theme. Then this paper analyzes the development course and present situation of the domestic decoration industry in China, and summarizes several major problems facing the domestic decoration industry, which pave the way for the research of the traditional home decoration model in the future. Then through the research of several traditional home improvement modes, it is found that the domestic decoration enterprises have certain bias to the operation of the home improvement mode, no matter which kind of operation mode, all the services in their service system will not develop in a balanced way. And the traditional home decoration mode has shown a lot of shortcomings under the higher and higher demand of the consumer. Many domestic decoration enterprises adjust the structure in the competition, change the model, seek the development of differentiation to win more market share. Then it analyzes the new "one-stop" home improvement mode, and points out the advantages and characteristics of this model by comparing with the traditional home decoration mode. And the key to running the "one-stop" home improvement model lies in the construction of its corresponding service system. Finally, the construction strategy of "one-stop" service system is studied in detail. The core of "one-stop" service system construction lies in the integration of products and services through multiple channels. Home improvement enterprises not only need to improve the consulting services, overall planning and design services, construction services, home matching services and later maintenance services in the home improvement service system. It also introduces the "experience" marketing and customized production of home decoration products, so that customers can really enjoy the efficient and convenient "one-stop" service.
【學(xué)位授予單位】：浙江農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.92

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相關(guān)期刊論文 前1條

1 侯錦;;淺析整體家居模式在企業(yè)裝飾行業(yè)的優(yōu)勢(shì)[J];企業(yè)研究;2013年16期

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