互联网时代家具行业线上线下整合策略浅析 工商管理专业VIP专享VIP免费

目录摘要....................................................................................................................................................Abstract............................................................................................................................................第1章绪论.............................................................................................................................1.1研究背景1.2论文写作目的、内容和方法第2章文献综述.....................................................................................................................1.1国外研究现状1.2国内研究现状1.3研究述评第3章O2O模式概述................................................................................................................3.1020定义及特征3.2020产生原因及其优势3.3O2O模式发展历程3.4O2O发展前景第4章O2O在家具行业的应用发展历程及现状.....................................................................4.1020应用发展历程4.2O2O模式在家具行业的现状第5章家具行业线上线下整合难题及原因.........................................................................5.1产品体验感差5.2企业运输成本有较大风险5.3售后服务质量较低5.4企业库存成本高5.5线上线下产品价格不一致第6章家具行业线上线上线下整合策略建议.......................................................................6.1系统运作6.2线上线下整合策略建议第7章案例：尚品宅配...........................................................................................................7.1公司简介7.2涉足家具7.3020雏形形成7.4线上线下联合7.5线上线下统一7.6总结致谢....................................................................................................................................................参考文献............................................................................................................................................摘要在互联网充斥了人们日常生活中方方面面的时下，企业利用互联网来接近、争取甚至抢夺消费市场已成为新常态。在电子商务中，各式各样的互联网商业模式不断更迭，O2O渐渐成为主流。本论通过对家具行业对于O2O模式的系统知识进行学习，对020模式在国内市场中的运用情况进行探索及研究，知悉了020在家具行业中的应用发展历程，020的概念最早来自团购概念，团购是网络电商在综合网络平台进行的一次性大促销，后经过相关调查得知线下服务类消费占据了超过89%的市场消费额，这使得网络电商纷纷摩拳擦掌，将眼光投到消费类市场领域，从而延伸出了最初的020形态。利用互联网对相关资料的搜集，掌握了家具行业020的市场现状及家具企业在开展020市场活动中遇到的市场难题，然后结合相关资料给出了线上线下整合策略建议，即企业自建线下渠道是打通线上线下渠道的根本，也是实现020生态闭合的关键，并以尚品宅配作为案例分享。关键词O2O模式线上线下整合尚品宅配AbstractNowadays,theInternetfullsinpeople’sdailylife,theenterpriseswhichusestheInternetasatooltowinthemarkethasbeenbecomingmoreandmorepopular.Ine-commerce,allsortsofonlinebusinessmodelchangesveryquickly,butnowO2Oisbecomingthemainstream.Throughageneralstudyforthe020,IhavegottenthedomesticmarketsituationinO2O,andbeenawareofthedevelopment-stagesinthefurnitureindustryinO2O.TheideaofO2Ocomesfromtheconceptofgroup-purchase,asfortheconceptofgroup-purchase,itworksasforone-timepromotion.Andaresearchshowsthattheofflineconsumptionoccupiesmorethan89%market,whichmakesthesenetcompaniesbegantolookformarketofoffline,thentheoriginalandgeneralideaofthe020hasborn.AndthroughtheInternet-datacollection,Iha...