原创力文档中国本土建材家具流通业差异化经营战略研究——以喜盈门为例Research on the Differentiated Management Strategy of Domestic Building Material Furniture Circulation Industry - Taking Xiyingmen as an Example.pdfVIP
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中国本土建材家具流通业差异化经营战略研究——以喜盈门为例Research on the Differentiated Management Strategy of Domestic Building Material Furniture Circulation Industry - Taking Xiyingmen as an Example
10220690249郝宏伟 中国本士建材家具流通业差异化经营战略研究——以喜盈门为例
目录
摘要………………………………………………………………………………………．1
ABSTRACT…………………………………………………………………………………………………………一2
1．绪{仑…………………………………………………………………………………………………………………．3
1．1研究的背景和意义…………………………………………………………………一3
1．1．1研究的背景……………………………………………………………………．．3
1．1．2研究的意义……………………………………………………………………一3
1．2本文相关的理论基础………………………………………………………………．4
1．2．1企业战略理论…………………………………………………………………一4
1．2．2差异化经营战略理论…………………………………………………………．．5
1．3本文研究思路框架…………………………………………………………………．7
1．4本文的研究方法……………………………………………………………………．8
2。我国建材家具流通业的宏观环境分析………………………………………………．9
2．1流通业及商业特点…………………………………………………………………．9
2．1．1相关术语及释义………………………………………………………………一9
2．1．2流通概述………………………………………………………………………～9
2．13流通对于市场的关键作用……………………………………………………10
2．2中国流通产业现状分析……………………………………………………………10
1
2．3中国流通产业存在的问题…………………………………………………………1
3
2．4中国流通产业的发展趋势…………………………………………………………1
2．5本章小结……………………………………………………………………………14
3．我国建材家具消费者行为分析………………………………………………………15
3．1消费者行为及其影响因素…………………………………………………………15
5
3．2消费者心理因素分析………………………………………………………………1
3．3喜盈门顾客消费调查………………………………………………………………16
3．3．1购买渠道………………………………………………………………………16
6
3．3．2价格因素………………………………………………………………………．1
3．3．3购买时问………………………………………………………………………．17
7
3．3．4品牌信息渠道…………………………………………………………………．1
3．4喜盈门消费者特征分析……………………………………………………………18
3．5家居产品未来消费趋势……………………………………………………………19
3．5．1“她”的影响越来越人…………………………………………………………．．19
9
3．5．2网络销售………………………………………………………………………1
3．6本章小结…………………………………………………………………
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