浅析家具行业的全渠道零售模式
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摘要
传统行业相继进入新的零售时代,家具行业也迎来了全新的竞争。而如何运用全渠道零售模式为家具行业服务,打通线上线下平台,传达企业品牌信息,升级购物体验,都是需要解决的问题。本研究主要探讨全渠道零售模式在家具行业的应用,首先分析家具行业目前全渠道零售模式的现状,随后针对家具产品的本质特征,分析家具行业转型的挑战以及在家具品牌建设中遭遇的瓶颈,再分析全渠道零售模式在家具应用上对消费者和企业两个角度的优势,以期为家具行业零售转型升级的途径提供优化策略。
Under the impact of the Internet tide,consumers,access to products and information is no lon-ger a single way. With the development of network and technology,omni-channel retailing has become thetrend of the times. Traditional retail industry has entered a new era of retailing,and furniture industry hasalso entered in a new competition. These are all problems that need to be settled such as how to use theomin-channel retailing mode to serve the furniture industry,connect the online and offline platforms,con-vey the brand information of enterprises,and upgrade the shopping experience. Based on the discussion ofthe current situation of omni-channel retailing model in furniture industry, the challenges of furniture in-dustry transformation according to the essential characteristics of furniture products were analyzed. Final-ly,the optimization strategies for the furniture industry retail transformation and upgrading were provided.
Under the impact of the Internet tide,consumers,access to products and information is no lon-ger a single way. With the development of network and technology,omni-channel retailing has become thetrend of the times. Traditional retail industry has entered a new era of retailing,and furniture industry hasalso entered in a new competition. These are all problems that need to be settled such as how to use theomin-channel retailing mode to serve the furniture industry,connect the online and offline platforms,con-vey the brand information of enterprises,and upgrade the shopping experience. Based on the discussion ofthe current situation of omni-channel retailing model in furniture industry, the challenges of furniture in-dustry transformation according to the essential characteristics of furniture products were analyzed. Final-ly,the optimization strategies for the furniture industry retail transformation and upgrading were provided.
引文
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[2]薛晨杰,王召义.新零售模式下的电商企业线下渠道分析策略分析:以三只松鼠为例[J].自然科学版,2017,31(4):67-70.
[3]肖畅,郁舒兰.新媒体环境下家具资讯类信息传播现状的调查研究[J].家具,2017,38(3):13-16,49.
[4]储益翔.O2O模式下的家具行业运营模式研究[D].合肥:合肥工业大学,2013.
[5]王忠伟,庞燕.中国家具行业物流模式研究[J].中国市场,2007,14(49):28-29.
[6]邹爱辉,庞燕.电子商各环境下城市家具配送模式选择研究[D].长沙:中南林业科技大学,2015.
[7]颜艳春.第三次零售革命[M].北京:机械工业出版社,2014.
[8]吕梦琦,吕九芳,吴慧文.互联网背景下家居共享模式研究[J].家具与室内装饰,2018,25(11):61-63.
[9]陈倩.家具行业线上线下营销渠道的匹配与协同[D].天津:天津工业大学,2013.
[10]倪颖,吕九芳.红木家具品牌的自媒体营销[J].家具,2017,38(3):106-108,116.
[11]吴梦真,郁舒兰,黄琼涛,等.基于Unreal Engine 4的家居虚拟展示技术研究[J].家具,2017,38(2):64-67.
[12]李昭.基于全渠道零售的顾客体验影响因素研究[D].北京:北京工商大学,2016.