I 摘要 随着互联网技术的普及和广泛应用以及物流行业的成熟发展，互联网已经与各个行 业实现了深度融合，催生出一个新的时代——“互联网+”时代。“互联网+”时代，像 淘宝、京东、苏宁等电商平台层出不穷，市场营销的渠道被不断拓宽，营销模式更加灵 活多样，从而对传统行业特别是传统零售业产生重大冲击。激烈的市场竞争对传统家具 实体店提出了更高要求，传统家具实体店如何融入“互联网+”时代、实现长远发展是 本文研究的主题。 本文基于“互联网+”的时代背景，以 HX 家具实体店为研究对象，以市场营销策 略为研究重点，围绕 HX 家具实体店营销实际进行阐述。首先，本文对论文的研究意义、 有关市场营销的国内外文献、“互联网+”的相关理论知识以及本文所运用的分析方法 进行了具体阐释，为论文的进一步研究奠定基础。其次，本文综合运用 STP 分析法、波 特五力模型、SWOT 分析法等，对 HX 家具实体店的市场环境、营销现状、目标市场进 行了详细的分析，从中找出 HX 家具实体店存在的营销渠道单一、对消费者需求分析不 够精确等问题。最后，基于 4C 理论，本文对 HX 家具实体店布局 O2O 模式，运用移动 互联网营销、新媒体营销和跨界融合等营销策略的选择和实施一并进行了探索，并根据 营销策略的选择和实施，提出加强内部管理、强化业务培训、拓展农村市场等具体保障 措施。 家具行业涉及市场营销环节繁琐，本文着重对 HX 家具实体店融合“互联网+”时 代市场营销新模式进行探索，既对 HX 家具实体店摆脱发展瓶颈、实现长远发展具有重 要意义，又对同行业的其他家具实体店的营销提供有益借鉴。 关键词：互联网+；家具；O2O；营销策略山东理工大学硕士学位论文 摘要 II ABSTRACT With the popularization and wide application of Internet technology ， the mature development of logistics industry, the Internet has been deeply integrated with various industries, giving rise to a new era -- Internet plus era. In the era of Internet plus, e-commerce platforms such as Taobao, Jingdong and Suning emerge in an endless stream, marketing channels are constantly broadened, and marketing models are more flexible and diversified, which have a great impact on traditional industries, especially the traditional retail industry. Fierce market competition puts forward higher requirements for traditional furniture brick-and-mortar stores. How to integrate traditional furniture brick-and-mortar stores into the Internet + era and achieve long-term development is the theme of this paper. Based on the era background of Internet plus , this paper takes HX furniture brick-and-mortar stores as the research object, focuses on the marketing strategy, and elaborates on the actual marketing of HX furniture brick-and-mortar stores. First of all, this paper elaborates on the research significance of this paper, relevant domestic and foreign literature on marketing, relevant theoretical knowledge of Internet plus and the analytical methods used in this paper, laying a foundation for further research of this paper. Secondly, this paper comprehensively USES SWOT analysis method, STP analysis method and porter's five forces model to analyze the market environment, marketing status quo and target market of HX furniture brick-and-mortar stores in detail, and then finds out the problems such as single marketing channels and imprecise analysis of consumer demand in HX furniture brick-and-mortar stores. Finally, based on the 4C theory, this paper explores the O2O mode of HX furniture physical store layout and the selection and implementation of marketing strategies such as mobile Internet marketing, new media marketing and cross-border integration. According to the selection and implementation of marketing strategy, the author puts forward some measures to ensure the development of rural market. The furniture industry involves complicated marketing links. This paper focuses on the exploration of a new marketing model in the era of Internet plus integrated by HX furniture brick-and-mortar stores, which is of great significance for HX furniture brick-and-mortar stores to get rid of the development bottleneck and achieve long-term development, and also provides useful reference for other furniture brick-and-mortar stores in the same industry. Key words： Internet plus; Furniture; O2O; Marketing strategy山东理工大学硕士学位论文 目录 III 目 录 第一章 绪 论.....................................................................................................................1 1.1 研究背景和意义...........................................................................................................1 1.1.1 研究背景..............................................................................................................1 1.1.2 研究意义..............................................................................................................2 1.2 国内外研究文献综述....................................................................................................2 1.2.1 国外研究综述......................................................................................................2 1.2.2 国内研究综述......................................................................................................4 1.2.3 评述......................................................................................................................5 1.3 研究内容和研究方法...................................................................................................6 1.3.1 研究内容.............................................................................................................6 1.3.2 研究方法..............................................................................................................6 1.4 研究创新点...................................................................................................................7 第二章 基础概念及相关理论.................................................................................................8 2.1 “互联网+”概述........................................................................................................ 8 2.1.1 “互联网+”基本概念...................................................................................... 8 2.1.2 “互联网+”营销模式...................................................................................... 9 2.1.3 “互联网+”营销特点.................................................................................... 10 2.2 营销理论.....................................................................................................................11 2.2.1 营销相关理论...................................................................................................11 2.2.2 4P 理论与 4C 理论的区别................................................................................12 2.3 分析方法.....................................................................................................................13 2.3.1 STP 分析法........................................................................................................13 2.3.2 波特五力模型...................................................................................................14 2.3.3 SWOT 分析法................................................................................................... 14 第三章 HX 家具实体店营销现状分析................................................................................16 3.1 HX 家具实体店概况...................................................................................................16 3.1.1 HX 家具实体店简介.........................................................................................16 3.1.2 家具营销理念...................................................................................................17 3.1.3 家具经营状况...................................................................................................17 3.2 HX 家具实体店营销 STP 分析..................................................................................18 3.2.1 市场细分分析...................................................................................................18 3.2.2 目标市场的选择...............................................................................................19 3.2.3 产品定位...................