根据中国行业咨询网2013年8月提供的《家居饰品行业报告》数据显示,保守估

计2012年国内家居饰品的市场容量在3000亿元左右,报告还指出整体行业每年仍以

每年30%的递增速度在快速发展。同时,报告指出每年电商渠道的成交额接近100亿,

每年的增长速度超过80%,其中淘宝网和天猫的销售总额占整个电商渠道85%以上的份

额。不过家居饰品行业的格局处于分割状态,无论是线上还是线下渠道,即便是行业

领先的品牌,其市场份额也仅占不到5%。的比例,品牌集中度较低,整个行业缺少领导

者。与此同时,线下家居饰品企业面临运营成本逐年增长和利润急速下滑的压力,企

业发展的前景不容乐观。而拥有社会化的传播方式、打破时空限制的渠道特征、数据

化营销的精确特点等优势,且增长速度远超过行业整体渠道的电商渠道,为家居饰品

品牌探索到新的盈利模式提供了可能。当然,随着更多的企业入驻电商平台,电商渠

道行业间的竞争也趋于复杂和激烈,这就要求企业要运用合理、有效的营销策略才能

在竞争中取得优势。

基于这一背景,本文通过对家居饰品W品牌及行业在电商渠道运营现状的分析;

采用问卷调研和数据统计分析的方法,从消费者购买行为的角度研究得出影响行业消

费者的营销策略因素;最后根据研究结果,针对产品定位、价格策略、企业推广策略

和客户体验等营销策略提出优化方案。

关键词:电商渠道;营销策略;家居饰品;消费者购买行为

第II页
华东理工大学硕士学位论文

W Brand E-commerce Strategic Priorities for Home Accessories

Abstract

According to Chinese Industry Advisory Network in August 2013 provided by data show

Home furnishings industry report, a conservative estimate in 2012 year a domestic

household jewelery market capacity at about 300 billion yuan the report also pointed out that

the whole industry is increasing for 30 percent in annual rate in the rapid development of

country. Meanwhile, the report also notes that the annual The report notes the annual turn over

of electronic supplier channels close to 10 billion,an annual growth rate is over 80%.

Including share of Taobao and Tmall total sales accounted for more than 85% of the entire

electronic supplier channels. But the pattern of home accessories industry is divided to

position, whether it is online or offline channels, even if it is the industry's leading brand,in

market share in proportion accounted for less than 5%o,the brand degree of concentration is

relatively low, in general, the industry lacks a leadership. At the same time, the offline home

accessories are under pressure operation costs increased year by year, and the rapidly falls in

profits, the enterprise development in the future does not look optimistic. And have the

socialized distibution method, to break the constraints of time channel characteristics,the

precise characteristics of the datamation of he marketing advantages, advantages, and

futhermore online marketing growth rates far exceed way of selling of our ancestors,

investigation brand of jewelry can possibility provide the output of the new model .Of course,

as more enterprises accept the ecommerce platform, the competition between the e-commerce

industries also become more complicated and intense, which requires companies to use

reasonable and effective marketing strategies in order to achieve competitive advantage.

According of this onesided circumstances, the paper extends the analysis of the work done at

the current position of the home accessories of W brand; given a calculation of the analytical

method based on questionnaire survey and research analysis, researching the buying behavior

of the consumer in terms of research, we obtain, based on the results, and also point of contact

positioning product, pricing strategy, Promotion strategies and other marketing strategies and

customer experience optimization scheme proposed.

Key words: E-commerce channel; Marketing strategy ; Home accessories; Consumer

buying behavior