家具行业新型渠道模式研究
摘要
随着我国经济的快速发展和人民对生活品质的要求不断提高,家具产品已经成为人们生活当中越来越重要的消费品之一。家具产品的旺盛需求也相应的带动了家具产业的蓬勃发展。家具行业经过二十年的发展历程,从手工作坊到机器制造时代,家具产品无论从设计还是工艺上都日趋丰富化,家具产品的竞争也已经从价格战、品质战转到品牌战和销售渠道,面对家具产业链上游家具企业和下游消费者需求的急速膨胀,传统的家具营销渠道模式已经成为家具行业发展的薄弱环节,家具产业要想在市场中更加健康的发展,就必须对传统的营销体系进行整合,创新出新的营销渠道模式以适应目前市场的发展要求。
本文首先通过分析家具营销渠道体系构成(包括渠道基本成员、渠道组织模式)的现状,揭示了目前家具行业营销渠道模式中的一些弊端。其次,针对这些存在的问题,建立渠道模式的目标和原则,借鉴其他行业的渠道模式,从掌握家具消费者需要的渠道服务入手,对家具行业新的渠道模式进行了设计。最后,通过对家具渠道结构、渠道关系、渠道流程、营销渠道终端、渠道与市场营销组合其他要素的整合以及渠道与顾客的整合六方面,对家具的新渠道模式提出了具体实施建议。
本文以全新的视角系统地探索家具营销渠道模式、通过家具营销渠道的整合以实现渠道中交易成本最小化、资源的利用最优化,从而提高渠道的市场价值,为家具行业流通环节的薄弱问题提供新的解决思路,促进家具行业的更加快速的发展。
Along with the double-quick development of Chinese economic, people demand more high-living patterns. Furniture deviate the original functions of living requirements into a satisfaction which offered by artworks or limousines. The demand of furniture blooms the furniture industry. After 20 years’course of development from handcraft workshops to manufactures furniture enriches its design and techniques; the competition in furniture industry shifted into distribution channels and brands from prize and quality. The traditional marketing patterns turn to be the weak point which restricts the development under the pressure caused by the inflation in supply and demand. Reconstruction of the marketing system will be the essential factor to the health development of furniture industry.
Firstly, the thesis posts some abuses in distribution channels of furniture industry by analyzing the components of the distribution channels including key members and organizing patterns. Then form a new distribution channel model focusing on the existing problems with grasp of the consumers’demands and the channel’s aim and principles. Finally it carries out material guidance of implement in six aspects, channel’s framework, channel’s relationship, channel’s flow, channel’s terminal, conformity of channel’s and other marketing factors, conformity of channel’s and consume.
The thesis explores the marketing channel patterns from a new angle of view and conforms the factors in marketing channel to minimize the exchange cost and optimize the usage of resources. It provides new resolves to deal with the weak points in the industry to raise the channel’s value and to expedite the developing speed.
本文首先通过分析家具营销渠道体系构成(包括渠道基本成员、渠道组织模式)的现状,揭示了目前家具行业营销渠道模式中的一些弊端。其次,针对这些存在的问题,建立渠道模式的目标和原则,借鉴其他行业的渠道模式,从掌握家具消费者需要的渠道服务入手,对家具行业新的渠道模式进行了设计。最后,通过对家具渠道结构、渠道关系、渠道流程、营销渠道终端、渠道与市场营销组合其他要素的整合以及渠道与顾客的整合六方面,对家具的新渠道模式提出了具体实施建议。
本文以全新的视角系统地探索家具营销渠道模式、通过家具营销渠道的整合以实现渠道中交易成本最小化、资源的利用最优化,从而提高渠道的市场价值,为家具行业流通环节的薄弱问题提供新的解决思路,促进家具行业的更加快速的发展。
Along with the double-quick development of Chinese economic, people demand more high-living patterns. Furniture deviate the original functions of living requirements into a satisfaction which offered by artworks or limousines. The demand of furniture blooms the furniture industry. After 20 years’course of development from handcraft workshops to manufactures furniture enriches its design and techniques; the competition in furniture industry shifted into distribution channels and brands from prize and quality. The traditional marketing patterns turn to be the weak point which restricts the development under the pressure caused by the inflation in supply and demand. Reconstruction of the marketing system will be the essential factor to the health development of furniture industry.
Firstly, the thesis posts some abuses in distribution channels of furniture industry by analyzing the components of the distribution channels including key members and organizing patterns. Then form a new distribution channel model focusing on the existing problems with grasp of the consumers’demands and the channel’s aim and principles. Finally it carries out material guidance of implement in six aspects, channel’s framework, channel’s relationship, channel’s flow, channel’s terminal, conformity of channel’s and other marketing factors, conformity of channel’s and consume.
The thesis explores the marketing channel patterns from a new angle of view and conforms the factors in marketing channel to minimize the exchange cost and optimize the usage of resources. It provides new resolves to deal with the weak points in the industry to raise the channel’s value and to expedite the developing speed.
引文
[1]毕晴.中国家具市场的现状和发展模式: [硕士学位论文].湖南长沙:中南林学院图书馆, 2004: 8-9
[2]周蓓.二十世纪中国家具发展历程研究: [硕士学位论文].中南林学院:中南林学院图书馆, 2004: 7-8
[3]李晓峰.家具企业战略管理研究: [硕士学位论文].哈尔滨工程大学:哈尔滨工程大学图书馆, 2006: 2-3
[4]吕莲.家具产品设计对既定品牌目标的响应: [硕士学位论文].南京林业大学:南京林业大学图书馆, 2006: 20-21
[5]盛桥.家具销售企业产品网络化销售模式及其系统研究: [硕士学位论文].重庆大学:重庆大学图书馆, 2004: 6-8
[6]倪长雨.提高中国家具企业竞争力的营销策略研究: [硕士学位论文].中南林学院:中南林学院图书馆, 2005: 40-41
[7]王海珍.宜家品牌传播策略研究. [硕士学位论文].对外经济贸易大学:对外经济贸易大学图书馆, 2006: 2-3
[8] Weld. L. D. H.. The Marketing of Farm Products. NewYork: The Macmillan ComPany, 1916: 3-5
[9] McCammon Jr., BertC., Little R. W. Marketing Channels: Analytical Systems and Approaches. NewYork: Wiley, 1965: 75-81
[10]刘宇伟.营销渠道理论发展及其重心演变.审计与经济研究, 2002(5): 57-59
[11]查培梁. PH公司葡萄酒营销渠道构建和渠道管理研究: [硕士学位论文].成都电子科技大学:电子科技大学图书馆, 2006: 5-6
[12] Sten, Louis W. Distribution Channels: Behavioral Dimensions. Boston: Mass, Houghton Mimin Coy, 1969(6): 15-16
[13] Goodman LE, Dion PA. The Determinants of Commitment in the Distributor-Manufaeturer Relationship. Industrial Marketing Management, 2001(30): 287-300
[14] Heide, Jan B.. Interorganizational Governance in Marketing Channels. Jounal of Marketing, 1994(58): 71-84
[15] Butler, Ralph Starr. Marketing and Merchandising. NewYork: Alexander HamiltonInstitution, 1963: 35-37
[16] Sten, Louis W. Distribution Channels: Behavioral Dimensions. Boston: Mass, Houghton Mimin Coy, 1969: 46-47
[17]陈洁,陈粤.企业营销渠道关系多元整合模式理论述评.生产力研究, 2004(5): 89-92
[18]黄修权,顾银宽.基于整体竞争战略的价值链营销及其渠道整合.财贸经济, 2004(10): 74-76
[19]吕一林.营销渠道决策与管理.北京:首都经济贸易出版社, 2002: 38-39
[20]沙振权,王建华.营销渠道整合模型及对我国企业的启示.商业经济文萃, 2005(3): 17-20
[21]伍小蕾.我国家具外包营销可行性探讨: [硕士学位论文].中南林业科技大学商学院:中南林业科技大学商学院图书馆, 2006: 28-29
[22]姚永明.中国家具企业绿色营销战略研究: [硕士学位论文].东北林业大学:东北林业大学图书馆, 2005: 23-24
[23]杨志敏.中小型私营家具企业管理模式的探析: [硕士学位论文].北京林业大学:北京林业大学图书馆, 2004: 39-41
[24]洪元琪.构建营销渠道新模式.企业经济, 2002(9): 105-106
[25]袁进东.中国家具企业产品策略研究: [硕士学位论文].中南林学院:中南林学院图书馆, 2005: 10-12
[26]王文.把握家具市场与流通领城的重要新变化.家具, 1999, 3(5): 1-1
[27]朱东梅.整合与渠道优化塑造中国家电业竟争力.现代家电, 2004(11): 37-40
[28]熊燕芳.国美电器二级市场营销策略研究: [硕士学位论文].厦门大学:厦门大学图书馆, 2006: 2-4
[29]胡旭冲.家具企业战略管理研究: [硕士学位论文].南京林业大学:南京林业大学图书馆, 2005: 5-6
[30]苏海强.中国家具业的持续发展之道.中国建设报, 2006(12): 12-13
[31]郑吉昌.营销渠道的整合与企业管理创新.价值工程, 2001(1): 19-21
[32]孙建成,高树山.以增值为核心的渠道变革策略.成功营销, 2003(1): 64-68
[33]尤力.创新成家具业突破口.中国采购信息, 2006(5): 38-39
[34]卡利斯. Y.鲍德温.价值链管理.北京:中国人民大学出版社, 2001: 89-90
[35]陈秋红.基于交易成本的我国家电营销渠道的整合: [硕士学位论文].湖南农业大学:湖南农业大学图书馆, 2006: 15-18
[36]史达.网络营销中的渠道冲突与渠道整合.市场周刊, 2001(8): 50-51
[37]左春丽.中国家具企业合并战略及联盟战略的研究: [硕士学位论文].北京:北京林业大学图书馆, 2005: 18-20
[38]焦点.家具业出行顾问式服务.中国建设报, 2006(8): 3-4
[39]张闻.浅论家具行业的发展现状趋势及战略取向.湖南林业科技, 2006(5): 7-8
[40] Carol Soueek King. PH. O. Furniture. New York: PBC International Inc, 1994: 28-29
[41] Carroll, Brian. Furniture e-commerce players unite. Furniture /Today, 2007(32): 1-33
[42] Cabinet Maker. Furniture manufacturers are more cautious about future. Furniture /Today, 2007(10): 38-38
[43] James Hagerty. Furniture Brands May Have to Rethink Its Web Poliey. The Wall Street, 1999(14): 16-23
[44] Lim Cheok Sin. Operation Models of the Chinese Furniture Industry. Wood working Furniture Digest, 2003, 4(9): 10-11
[45] Huebner. Outlook the world furniture industry in 2003. world furniture international markets review, 2003(8): 12-14
[46]陈曦.家具创新的新标杆.中国知识产权, 2006, 11(8): 3-4
[47]靳医兵.新型整合市场营销渠道对传统营销渠道的挑战.北京商学院学报, 2001(1): 20-22
[48]斯莱沃斯基·亚德里安·J.发现利润区.北京:中信出版社, 2003: 65-66
[49]王文. 2006家居行业呈现五大趋势.中国建筑, 2006, 2(2): 6-8
[2]周蓓.二十世纪中国家具发展历程研究: [硕士学位论文].中南林学院:中南林学院图书馆, 2004: 7-8
[3]李晓峰.家具企业战略管理研究: [硕士学位论文].哈尔滨工程大学:哈尔滨工程大学图书馆, 2006: 2-3
[4]吕莲.家具产品设计对既定品牌目标的响应: [硕士学位论文].南京林业大学:南京林业大学图书馆, 2006: 20-21
[5]盛桥.家具销售企业产品网络化销售模式及其系统研究: [硕士学位论文].重庆大学:重庆大学图书馆, 2004: 6-8
[6]倪长雨.提高中国家具企业竞争力的营销策略研究: [硕士学位论文].中南林学院:中南林学院图书馆, 2005: 40-41
[7]王海珍.宜家品牌传播策略研究. [硕士学位论文].对外经济贸易大学:对外经济贸易大学图书馆, 2006: 2-3
[8] Weld. L. D. H.. The Marketing of Farm Products. NewYork: The Macmillan ComPany, 1916: 3-5
[9] McCammon Jr., BertC., Little R. W. Marketing Channels: Analytical Systems and Approaches. NewYork: Wiley, 1965: 75-81
[10]刘宇伟.营销渠道理论发展及其重心演变.审计与经济研究, 2002(5): 57-59
[11]查培梁. PH公司葡萄酒营销渠道构建和渠道管理研究: [硕士学位论文].成都电子科技大学:电子科技大学图书馆, 2006: 5-6
[12] Sten, Louis W. Distribution Channels: Behavioral Dimensions. Boston: Mass, Houghton Mimin Coy, 1969(6): 15-16
[13] Goodman LE, Dion PA. The Determinants of Commitment in the Distributor-Manufaeturer Relationship. Industrial Marketing Management, 2001(30): 287-300
[14] Heide, Jan B.. Interorganizational Governance in Marketing Channels. Jounal of Marketing, 1994(58): 71-84
[15] Butler, Ralph Starr. Marketing and Merchandising. NewYork: Alexander HamiltonInstitution, 1963: 35-37
[16] Sten, Louis W. Distribution Channels: Behavioral Dimensions. Boston: Mass, Houghton Mimin Coy, 1969: 46-47
[17]陈洁,陈粤.企业营销渠道关系多元整合模式理论述评.生产力研究, 2004(5): 89-92
[18]黄修权,顾银宽.基于整体竞争战略的价值链营销及其渠道整合.财贸经济, 2004(10): 74-76
[19]吕一林.营销渠道决策与管理.北京:首都经济贸易出版社, 2002: 38-39
[20]沙振权,王建华.营销渠道整合模型及对我国企业的启示.商业经济文萃, 2005(3): 17-20
[21]伍小蕾.我国家具外包营销可行性探讨: [硕士学位论文].中南林业科技大学商学院:中南林业科技大学商学院图书馆, 2006: 28-29
[22]姚永明.中国家具企业绿色营销战略研究: [硕士学位论文].东北林业大学:东北林业大学图书馆, 2005: 23-24
[23]杨志敏.中小型私营家具企业管理模式的探析: [硕士学位论文].北京林业大学:北京林业大学图书馆, 2004: 39-41
[24]洪元琪.构建营销渠道新模式.企业经济, 2002(9): 105-106
[25]袁进东.中国家具企业产品策略研究: [硕士学位论文].中南林学院:中南林学院图书馆, 2005: 10-12
[26]王文.把握家具市场与流通领城的重要新变化.家具, 1999, 3(5): 1-1
[27]朱东梅.整合与渠道优化塑造中国家电业竟争力.现代家电, 2004(11): 37-40
[28]熊燕芳.国美电器二级市场营销策略研究: [硕士学位论文].厦门大学:厦门大学图书馆, 2006: 2-4
[29]胡旭冲.家具企业战略管理研究: [硕士学位论文].南京林业大学:南京林业大学图书馆, 2005: 5-6
[30]苏海强.中国家具业的持续发展之道.中国建设报, 2006(12): 12-13
[31]郑吉昌.营销渠道的整合与企业管理创新.价值工程, 2001(1): 19-21
[32]孙建成,高树山.以增值为核心的渠道变革策略.成功营销, 2003(1): 64-68
[33]尤力.创新成家具业突破口.中国采购信息, 2006(5): 38-39
[34]卡利斯. Y.鲍德温.价值链管理.北京:中国人民大学出版社, 2001: 89-90
[35]陈秋红.基于交易成本的我国家电营销渠道的整合: [硕士学位论文].湖南农业大学:湖南农业大学图书馆, 2006: 15-18
[36]史达.网络营销中的渠道冲突与渠道整合.市场周刊, 2001(8): 50-51
[37]左春丽.中国家具企业合并战略及联盟战略的研究: [硕士学位论文].北京:北京林业大学图书馆, 2005: 18-20
[38]焦点.家具业出行顾问式服务.中国建设报, 2006(8): 3-4
[39]张闻.浅论家具行业的发展现状趋势及战略取向.湖南林业科技, 2006(5): 7-8
[40] Carol Soueek King. PH. O. Furniture. New York: PBC International Inc, 1994: 28-29
[41] Carroll, Brian. Furniture e-commerce players unite. Furniture /Today, 2007(32): 1-33
[42] Cabinet Maker. Furniture manufacturers are more cautious about future. Furniture /Today, 2007(10): 38-38
[43] James Hagerty. Furniture Brands May Have to Rethink Its Web Poliey. The Wall Street, 1999(14): 16-23
[44] Lim Cheok Sin. Operation Models of the Chinese Furniture Industry. Wood working Furniture Digest, 2003, 4(9): 10-11
[45] Huebner. Outlook the world furniture industry in 2003. world furniture international markets review, 2003(8): 12-14
[46]陈曦.家具创新的新标杆.中国知识产权, 2006, 11(8): 3-4
[47]靳医兵.新型整合市场营销渠道对传统营销渠道的挑战.北京商学院学报, 2001(1): 20-22
[48]斯莱沃斯基·亚德里安·J.发现利润区.北京:中信出版社, 2003: 65-66
[49]王文. 2006家居行业呈现五大趋势.中国建筑, 2006, 2(2): 6-8