浅析美乐乐家具网的营销策略.docVIP

大连科技学院 学 年 论 文 题 目 浅析美乐乐家具网的营销策略 学生姓名 专业班级 指导教师 职 称　　 所在单位 教研室主任 完成日期 2014 年 11 月 14 日 摘 要 自改革开放以来,我国家具行业获得了飞速的发展。但是，据了解，家具行业80%以上都属于中小企业，这些不具规模，设备不完善的企业给市场带来了很多质量不合格的产品，严重损害了消费者的利益。这给企业带来了很大的挑战。随着信息时代的到来，以美乐乐家具网为例的家具商们通过理论联系实践的方式,分析、提炼出具有指导意义的营销策略及发展方向,包括在以消费者为中心的营销时代下的品牌营销、文化营销,提出推进家具体验式营销、网络营销、展会营销,国际化道路的新思路。 本文旨在了解美乐乐家具网的市场状况，并对其进行细致的分析。立足于市场中消费者的需求，从市场营销策略的角度研究了美乐乐家具网的 O2O 模式，并为 O2O模式下的家具企业的运营提供了一些建议。 关键词：美乐乐家具网 O2O模式 营销 家具行业 ABSTRACT Since reform and opening up, Chinas furniture industry has developed rapidly. However, it is understood that the furniture industry for more than 80% belong to small and medium enterprises, the small size, equipment does not improve the company brings to the market a lot of unqualified products, seriously damaging the interests of consumers. This poses great challenges to the enterprise. With the advent of the information age, beauty Le le furniture-makers of furniture, for example by way of theory with practice, analyzed and refined the guiding significance of the marketing strategy and development direction, including in the age of consumer-centric marketing, brand marketing, marketing, propose furniture experiential marketing, network marketing, event marketing, new ideas of internationalization. This paper aims to understand the beauty of furniture market, and conducts detailed analyses. Based on consumer demand in the market, from the perspective of marketing strategy of beauty Le le furniture O2O mode and O2O furniture enterprises in the mode of operation to provide a number of recommendations. Key words：Beauty Lele furniture O2O mode marketing The furniture industry 目 录 1 概 述 1 2 我国家具行业发展状况 2 2.1 我国家具市场发展状况 2 2.2 美乐乐家具网简介 2 2.2.1 美乐乐家具网简介 2 2.2.2 美乐乐家具网的营销模式 2 3 美乐乐家具网现状及存在问题 4 3.1 美乐乐家具网的营销策