家具企业绿色营销策略研究
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摘要
分销渠道策略是绿色营销策略组合中的一个重要部分,运用可持续发展理论和绿色营销理论,对家具企业的绿色分销渠道进行研究,具有重要的意义。本文采用理论与实际相结合的方法、文献研究法、市场营销学方法,对分销渠道销售流程的三个方面：物流、销售模式和后向渠道的绿色化进行研究。基于绿色分销渠道理论对上述三个方面现状、问题分析后,提出绿化物流、绿化销售模式和绿化后向渠道的有效策略。
绿化物流策略：主要从建立环境友好型、资源节约型,降低对人类危害的角度出发,来完善我国家具企业的物流系统,同时,家具企业应根据自身情况选择合适的物流方式,从而提高物流的效率。建议资金雄厚的家具企业或大型零售型家具卖场可采用自营物流的模式；中小型家具企业可采用第三方物流的模式。
绿化销售模式策略：将传统金字塔式的销售模式,转变成扁平的销售模式。通过对直接营销的两种模式(直营店模式、网络直销模式)及间接销售模式进行优、劣势分析,建议大型家具企业或大型零售企业可采用直接营销模式,便于企业与顾客的交流,提高企业的品牌效益。中小型企业,由于资金、人力等方面的不足,选择间接营销模式。通过对原有间接营销模式的“绿化”：包括改变渠道管理重点——以终端卖场建设为中心；转变经销商之间的关系——形成合作关系,培训、激励终端员工的方式,使分销渠道中的物流、商流、信息流变得更快捷、及时。
绿化后向渠道策略：一是家具产品的回收设计策略,这是一种源头控制的方法,建议在设计家具产品时应考虑家具产品的回收,使产品便于后期的拆卸；二是家具回收体系策略,分别是生产商负责回收策略、生产商联合体负责回收策略和第三方负责回收策略,并对三种策略进行优、势分析。同时,本文结合了大量家具企业分销渠道绿色化的案例,如富之岛、宜家、美克美家、蓝鸟等家具企业。
Green distributing strategy is one of the most important parts of the green marketing combination. It is very imperative for us to research the green distributing strategy with the theory of sustainable development and green marketing. Combined with the method of theory and practice, literature and marketing, this paper will study the green performance of the logistics, distributing pattern and recycle channel. Base on the theory of the green distributing channel to analyze the present distributing channel, I will put forward some useful strategies and schemes to purify the logistic, distributing pattern and recycle channel. The suggestions are as follows:
The Strategy of Green Logistic:First of all, it is necessary for us to perfect the present logistic system which will become friendly to the environment and economize the resources as well as reduce the endangerment to the health of human being. What's more, the furniture enterprise must choose the suitable logistic method according to the self-condition. Only by thus can furniture enterprise improve the logistic efficiency. Finally, the author will introduce two kinds of logistic manner to the furniture industry. One is the third part logistic mode. The other is the self-management logistic mode. After compared with the two modes, the former is suitable for the small and middle enterprise. The latter is more adaptable to the powerful furniture enterprise and the furniture supermarket.
The Strategy of Green distributing pattern:Firstly, it is imperative for us to transform the distributing pattern from traditional sell pattern to succinct sell pattern. After compared with the advantage and disadvantage of the direct pattern and indirect pattern, I will suggest the powerful company and the supermarket to choose the direct distributing pattern which will help the manufacturer communicate with the customer. As to the small and middle company, it is favorable for them to select the indirect distributing pattern, because they are in short of the capital and human resource. Secondly, the useful method of purify the indirect distributing pattern is to change of the keystone of the management of the channel and improve the relationship between manufacturer and franchiser as well as inspirit the terminal staff. It can make the distributing channel more shortcut and in-time.
The Strategy of Green recycle channel:There are two strategies to purify the. One is the strategy of the recycle design of the furniture which is a kind of method of control headstream. It means that we must consider the recycle of the furniture at the time of designing which can convenient for us to knock down the product. The other is to establish the recycle system of the furniture. I introduce three kinds of recycle system:manufacturer in charge of the recycle; the unit of manufacturer in charge of recycle system; the third part in charge of recycle and analyze the advantage and disadvantage of them.
At the same time, this paper exercises a number of furniture enterprise case whom practice the green distributing channel. Such as, FZD furniture, IKEA, Blue bird and so on.
绿化物流策略：主要从建立环境友好型、资源节约型,降低对人类危害的角度出发,来完善我国家具企业的物流系统,同时,家具企业应根据自身情况选择合适的物流方式,从而提高物流的效率。建议资金雄厚的家具企业或大型零售型家具卖场可采用自营物流的模式；中小型家具企业可采用第三方物流的模式。
绿化销售模式策略：将传统金字塔式的销售模式,转变成扁平的销售模式。通过对直接营销的两种模式(直营店模式、网络直销模式)及间接销售模式进行优、劣势分析,建议大型家具企业或大型零售企业可采用直接营销模式,便于企业与顾客的交流,提高企业的品牌效益。中小型企业,由于资金、人力等方面的不足,选择间接营销模式。通过对原有间接营销模式的“绿化”：包括改变渠道管理重点——以终端卖场建设为中心；转变经销商之间的关系——形成合作关系,培训、激励终端员工的方式,使分销渠道中的物流、商流、信息流变得更快捷、及时。
绿化后向渠道策略：一是家具产品的回收设计策略,这是一种源头控制的方法,建议在设计家具产品时应考虑家具产品的回收,使产品便于后期的拆卸；二是家具回收体系策略,分别是生产商负责回收策略、生产商联合体负责回收策略和第三方负责回收策略,并对三种策略进行优、势分析。同时,本文结合了大量家具企业分销渠道绿色化的案例,如富之岛、宜家、美克美家、蓝鸟等家具企业。
Green distributing strategy is one of the most important parts of the green marketing combination. It is very imperative for us to research the green distributing strategy with the theory of sustainable development and green marketing. Combined with the method of theory and practice, literature and marketing, this paper will study the green performance of the logistics, distributing pattern and recycle channel. Base on the theory of the green distributing channel to analyze the present distributing channel, I will put forward some useful strategies and schemes to purify the logistic, distributing pattern and recycle channel. The suggestions are as follows:
The Strategy of Green Logistic:First of all, it is necessary for us to perfect the present logistic system which will become friendly to the environment and economize the resources as well as reduce the endangerment to the health of human being. What's more, the furniture enterprise must choose the suitable logistic method according to the self-condition. Only by thus can furniture enterprise improve the logistic efficiency. Finally, the author will introduce two kinds of logistic manner to the furniture industry. One is the third part logistic mode. The other is the self-management logistic mode. After compared with the two modes, the former is suitable for the small and middle enterprise. The latter is more adaptable to the powerful furniture enterprise and the furniture supermarket.
The Strategy of Green distributing pattern:Firstly, it is imperative for us to transform the distributing pattern from traditional sell pattern to succinct sell pattern. After compared with the advantage and disadvantage of the direct pattern and indirect pattern, I will suggest the powerful company and the supermarket to choose the direct distributing pattern which will help the manufacturer communicate with the customer. As to the small and middle company, it is favorable for them to select the indirect distributing pattern, because they are in short of the capital and human resource. Secondly, the useful method of purify the indirect distributing pattern is to change of the keystone of the management of the channel and improve the relationship between manufacturer and franchiser as well as inspirit the terminal staff. It can make the distributing channel more shortcut and in-time.
The Strategy of Green recycle channel:There are two strategies to purify the. One is the strategy of the recycle design of the furniture which is a kind of method of control headstream. It means that we must consider the recycle of the furniture at the time of designing which can convenient for us to knock down the product. The other is to establish the recycle system of the furniture. I introduce three kinds of recycle system:manufacturer in charge of the recycle; the unit of manufacturer in charge of recycle system; the third part in charge of recycle and analyze the advantage and disadvantage of them.
At the same time, this paper exercises a number of furniture enterprise case whom practice the green distributing channel. Such as, FZD furniture, IKEA, Blue bird and so on.
引文
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