【摘要】：家具行業(yè)的傳統(tǒng)模式面臨著越來(lái)越激烈的競(jìng)爭(zhēng)環(huán)境，而家具產(chǎn)品自身特殊的購(gòu)買(mǎi)和服務(wù)特性一直制約著其電子商務(wù)的發(fā)展。許多消費(fèi)者在經(jīng)歷了網(wǎng)絡(luò)購(gòu)物沖動(dòng)的幾個(gè)念頭之后，網(wǎng)絡(luò)消費(fèi)的理念趨于理智和成熟，而爆棚式的電子商務(wù)發(fā)展又凸顯出許多問(wèn)題。在近幾年，O2O模式作為一種新的商業(yè)模式，有效的綜合了網(wǎng)絡(luò)購(gòu)物和傳統(tǒng)市場(chǎng)的優(yōu)勢(shì)，為家具企業(yè)的電子商務(wù)提供了一種更可行的新的思路，成為家具行業(yè)未來(lái)發(fā)展的一種方向。 本文立足于市場(chǎng)中消費(fèi)者的需求，研究了家具行業(yè)的O2O模式，并為O2O模式下家具企業(yè)的運(yùn)營(yíng)提供了一些建議。為了完成這一研究目的，本文采用了如下結(jié)構(gòu)：第一部分闡述了問(wèn)題研究的背景，提出了要解決的問(wèn)題；第二部分介紹了O2O模式的概念，并對(duì)家具行業(yè)傳統(tǒng)模式的困境與電子商務(wù)模式的瓶頸進(jìn)行了歸納，并分析了O2O模式在家具行業(yè)的可行性；第三部分對(duì)消費(fèi)者購(gòu)買(mǎi)決策行為過(guò)程進(jìn)行深入分析，結(jié)合家具商品的自身特點(diǎn)，構(gòu)建了消費(fèi)者在O2O模式下購(gòu)買(mǎi)家具商品的決策模型。第四部分本文基于模型和家具行業(yè)現(xiàn)狀，為家具廠商和專(zhuān)業(yè)的電子平臺(tái)實(shí)施O2O戰(zhàn)略分析提供了一些可行性的策略建議。 本文從消費(fèi)者角度出發(fā)，綜合考慮廠商現(xiàn)狀和態(tài)度，結(jié)合市場(chǎng)現(xiàn)在，試圖通過(guò)全面廣泛的O2O模式介紹與分析，為廣大的O2O模式實(shí)踐者提供一些知識(shí)普及和理論研究參考。本文對(duì)O2O模式的研究具有重要的理論意義和實(shí)踐指導(dǎo)意義，并豐富了O2O模式的研究文獻(xiàn)。然而由于O2O模式本身概念較新，實(shí)踐時(shí)間較短，理論研究非常匱乏，本文研究也可能出現(xiàn)范圍局限和過(guò)于理想化的錯(cuò)誤。
[Abstract]:The traditional mode of furniture industry is facing more and more fierce competition environment, and the special purchase and service characteristics of furniture products have been restricting the development of its electronic commerce. Many consumers have experienced several thoughts of online shopping impulse, the concept of online consumption tends to be rational and mature, and the exploding e-commerce development highlights a lot of problems. In recent years, as a new business model, the O2O model has effectively integrated the advantages of online shopping and traditional market, and has provided a more feasible new way of thinking for the electronic commerce of furniture enterprises, which has become a direction for the future development of furniture industry. Based on the needs of consumers in the market, this paper studies the O2O model of furniture industry, and provides some suggestions for the operation of furniture enterprises under O2O mode. In order to accomplish the purpose of the research, this paper adopts the following structure: in the first part, the background of the research is described and the problems to be solved are put forward; the second part introduces the concept of the O2O model. The dilemma of the traditional mode of furniture industry and the bottleneck of e-commerce mode are summarized, and the feasibility of O2O model in furniture industry is analyzed. According to the characteristics of furniture commodities, the decision model of consumers buying furniture commodities under O _ 2O mode is constructed. In the fourth part, based on the model and the current situation of furniture industry, some feasible strategic suggestions are provided for furniture manufacturers and professional electronic platforms to implement O2O strategy analysis. From the point of view of consumers, considering the current situation and attitude of manufacturers, and combining with the present market situation, this paper attempts to provide some references to the popularization of knowledge and theoretical research for the vast number of practitioners of the O2O model through the introduction and analysis of a comprehensive and extensive O2O model. This paper has important theoretical and practical significance for the study of O _ 2O model and enriches the research literature of O _ 2O model. However, due to the relatively new concept of the O2O model itself, the short time of practice and the lack of theoretical research, the scope of this study may be limited and too idealized.
【學(xué)位授予單位】：合肥工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F426.88;F274

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