研究生签名： 时间： 年 月 日
导师签名： 时间： 年 月 日I
摘要
当前，中国传统的家具行业面临着营销环境的巨大改变，涵盖政策环境，营销平台和消
费人群等方面。随着市场环境的多元化，网络营销模式的飞速发展以及消费者获取商品信息
方式的改变，传统的家具行业迫切需要在营销策略上做出改变，积极向网络营销转型。振腾
木器也面临着同样的选择，如何开展网络营销，将成为影响企业发展的关键所在

本文以振腾木器为研究对象，采取案例分析、实证分析、理论与实践相结合的研究方
法，从企业长远发展的互联网营销策略角度切入，进行了深入研究、分析和总结。首先，本
文围绕振腾木器实施网络营销的必要性和可行性进行了研究，分析了企业的内外部环境，回
顾了企业的发展历程，剖析了当前发展存在的问题。针对这些问题，提出了制定、调整并优
化营销策略的具体方案，同时提出了企业实施网络营销策略的一系列保障措施。本文希望通
过对振腾木器网络营销发展策略的梳理，探索互联网背景下企业进行营销策略调整的前因后
果及其内在规律

通过分析论证，本论文得出以下主要结论：（1）基于振腾木器宏观环境-PEST 模型分
析发现：中央持续反腐为企业的长远发展创造了良好的政治环境；国家持续扩大内需为企业
提供了良好的经济消费环境；国内经济不断提升，中产阶级家庭对中高档家具的消费差异性
及产品需求结构升级，为企业营造了良好的社会文化环境；互联网、4G 移动网络时代，经济
全球化和信息高效低成本交流，为实体企业从线下到线上的营销发展提供了可靠的技术环
境。（2）通过对振腾木器的中观环境进行分析发现，振腾木器需要格外关注中低端市场潜
在进入者的威胁，提高现有产品、价格、服务的差异性。此外，由于振腾木器的原材料供应
商具有可选性、可比性，所以供应商议价能力一般。因为低端市场门槛比较低，产品供过于
求，所以购买者议价能力强。在中低端家具市场，行业内企业间的竞争较激烈，振腾木器可
尝试通过进入高端市场来分散竞争压力。（3）通过对振腾木器内部资源分析发现，公司人
员素质普遍较高，专业对口率比较高，队伍年轻化，均有利于公司发展；财务方面，振腾木
器总体经营状况良好。品牌资源方面，由于之前对于品牌的发展不够重视，所以网络品牌的
影响力有待于进一步加强。（4）通过对振腾木器网销存在的现状分析发现，归纳得出企业
仍然存在着网络营销形式单一及内容不够创新、网络营销成本浪费、严重缺乏网络营销专业
人才，网络营销物流配套服务不健全，配送范围小、配送费用高、配送时间长与传统资源整
合在客户、市场区域、渠道方面发生矛盾和冲突等方面的问题。（5）针对振腾木器面临的
网络营销问题提出了相应的策略：以网站建设和产品策略为重点的网络精准营销策略，优化
网销促销及渠道策略，时效优先顺序策略，多元化策略，从产品的设计、价格、服务等方面
实行差异化的竞争策略，以开拓网销渠道为目的的合作策略。（6）为保障振腾木器营销策
略顺利实施，从强化团队建设，即培养专业的网络人才，加强培训，增强员工素质；完善网
络技术设施，加强供应协同等资源配置的优化；建立网络营销效果评估；构建网络营销环境
下的企业文化等四个方面提出了具体的保障措施

关键词：振腾木器 网络营销 营销策略III
Abstract
From the perspective of the company&39;s long-term development, this paper has analyzed and
summarized the network marketing strategies by adopting the research methods of case analysis,
empirical analysis, the combination of theory and practice. First of all, this paper analyzes the
necessity and feasibility of the network marketing, and the internal and external environment of the
company. The development of the company and the current existing problems are illustrated.
Centered on the existing problems, this paper proposes some adjustment and optimization of the
network marketing strategy, and puts forward the marketing strategy selection and some safeguard
measures which includes team building, optimization of the resources allocation, construction of
enterprise culture etc. Based on the analysis of Zhenteng wood article network marketing strategy,
this paper aims to explore the antecedents, consequences, pros and cons of the networking marketing
strategy.
Through the analysis, this paper has drawn the following conclusions: （1） The macro
environment analysis-PEST model of Zhenteng wood article has shown that the increasing central
anti-corruption efforts create a good political environment for the long-term development of
enterprises; And the state has provided a good economic environment for the the enterprises with
continued expansion of domestic demand; with the development of domestic economy, in terms of
Chinese middle-class families the consumption differentiation of high-end furniture and the
upgrading product demand structure become more and more remarkable, which provide a good
social environment for enterprises; with the help of Internet and 4G mobile internet, the economic
globalization, efficient and low cost communication provides a reliable technical environment for
the entities enterprises which aim to explore offline to online marketing development. （2）
According to the analysis of meso environment, Zhenteng wood article should pay more attention to
the threat of potential competitors in the mid-range and low-end market. It is necessary for Zhenteng
to improve the diversity of existing products, price and services. The raw materials of Zhenteng are
optional and comparable, leading to poor bargaining power for suppliers. Besides, because the
threshold of the low-end market is relatively low, so the products demand is lower than supply.
Therefore, the bargaining power of buyers is relatively strong. In terms of the furniture industry, the
competition among enterprises in the low-end market is fierce. Therefore, it is a wise way to enter
the high-end market to disperse competitive pressures. （3） Based on the analysis of the internal
resources of Zhenteng wood article, it can be seen that the company is characterized by high quality
staff, high professional counterpart, young and vibrant team, which are conducive to its development;
In terms of financial, the overall operating conditions of Zhenteng wood article is in good condition.
When it comes to the brand resources, Zhenteng wood article didn’t attach importance to the
development of the brand in the past decades. Now it’s high time took action to improve the
influence of the network brand. （4） By analyzing the current situation of the network marketing
in furniture enterprises and Zhenteng wood article, it is found that there are lots of problems,
including single form of network marketing, less creative content innovation, less cost-effective
network marketing, lack of network marketing professionals, imperfect marketing and logistics
services, small distribution area, high distribution costs, time-consuming distribution process, and
obvious conflicts among customers, market area and channel. （5） Find some effective solutions
to solve the above problems for Zhenteng and put forward some practical marketing strategies.
Network precision marketing strategy which focus on the the website building and product strategy.
Optimizing network marketing promotion and channel strategy, aging priority strategy,
diversification strategy, and differentiated competitive strategy on the design of the product, pricesIV
and service, the cooperation strategy which aims to expand the sales channels.（6） In order to
ensure the smooth implementation of the marketing strategy of Zhenteng wood article, the following
four aspects should be strengthened. First, the team building should be enhanced and
professional network personnel should be trained. Second, it’s necessary to carry out more practical
training and improve the quality of staff. Third, it’s wise to improve network technology facilities
and optimize the supply and coordination of resources allocation. Finally, to
establish of network marketing effectiveness assessment system and construct the corporate culture
under network marketing environment is a must.
Key wards: Wood article, network marketing, marketing strategyV
目 录
摘要.....I
Abstract .......... III
第一章 绪论..1
1.1 研究背景和目的....... 1