I 摘要 随着网络技术的快速发展，一种新的电商模式—O2O模式正悄然兴起，这种线 上支付、线下体验的电子商务模式已经渗透到我们生活的各个领域。居然之家是以经 营家居建材为主题的大型家居购物中心，成立于1999年3月。现如今居然之家面对 竞争愈发激烈的市场环境，如果还停留在线下营销阶段，就无法带给消费者精准化的 服务，难以留住消费者，将会失去大部分市场。利用O2O模式可以把线上线下的消 费行为都统计出来，搜集社会化媒体信息，分析消费者行为，构建成一个大数据体系， 这是居然之家未来最大的价值所在。 本文以吉林省居然之家为研究对象，研究并给出其在O2O模式下实施网络营销 的相关策略。首先概述网络营销、O2O模式、4P理论、线上线下营销的基本理论， 并对国内外研究现状进行梳理。接着对吉林省居然之家的现状以及企业的营销现状进 行分析、利用SWOT分析法分析其外部的机会和威胁、内部的优劣势，并在SWOT 分析的基础上给出企业相应营销战略。然后论述企业引入O2O的必要性，并对居然 之家引入O2O的可行性进行分析。通过借鉴国内外成功家居企业在O2O模式下进行 网络营销的经验，得出居然之家应用网络营销的经验启示。最后给出吉林省居然之家 O2O模式下进行网络营销的相关建议,期望为家居企业在网络营销方面提供有价值的 参考。 关键词：网络营销线上线下营销O2O模式 Abstract II Abstract Withtherapiddevelopmentofnetworktechnology,anewe-commercemode—O2O modeisquietlyemerging.Thise-commercemodeofonlinepaymentandofflineexperience andhaspenetratedintoeveryfieldofourlife.Easyhomeisthemanagementhousehold buildingmaterialsforthethemeofthelargehouseholdshoppingcenter,establishedin March1999.Nowadays,Easyhomeisfacingtheincreasinglyfiercemarketenvironmentof competition.Ifitstillstaysintheofflinemarketingstage,itcannotbringtheprecise servicetoconsumers,anddifficulttoretainconsumers,willlosemostofthemarket.The O2Omodelcanbeusedtomakestatisticsofonlineandofflineconsumptionbehavior, collectsocialmediainformation,analyzeconsumerbehavior,andbuildabigdatasystem, whichisthebiggestvalueoftheEasyhomeinthefuture. ThispapertakesJilinProvinceEasyhomeastheresearchobject,studiesandputs forwardthestrategyofnetworkmarketingunderthemodeofO2O.Firstly,thetheoriesof networkmarketing,O2Omode,4Ptheoryandonlineandofflinemarketingaresummarized, andtheresearchstatusathomeandabroad.Then,itanalyzesthecurrentsituationofJilin ProvinceEasyhomeandmarketinginJilinProvince,analyzesitsexternalopportunities, threatsandinternaladvantagesanddisadvantageswithSWOTanalysis,onthebasisof SWOTanalysis,thecorrespondingmarketingstrategyisgiven.Thendiscussthenecessity thattheenterpriseintroduceO2OandthefeasibilityofintroducingO2OintoEasyhomeis analyzed,andthroughtheuseofDomesticandforeignsuccessfulHouseholdenterprises networkmarketingexperience,getEasyhomeapplicationnetworkmarketingexperience enlightenment.Finally,thepapergivessomeSuggestionsonthenetworkmarketingofJilin ProvinceEasyhomeunderthemodeofO2O.Itisexpectedtoprovidevaluablereferencefor homefurnishingenterprisesinnetworkmarketing. Keywords:InternetmarketingOnlineandofflineO2Omode 目录 III 目录 摘要......................................................................................................................................I Abstract................................................................................................................................II 第1章绪论......................................................................................................................1 1.1研究背景及意义........................................................................................................1 1.1.1研究背景.........................................................................................................1 1.1.2研究意义.........................................................................................................2 1.2国内外研究现状.......................................................................................................2 1.2.1国外研究现状.................................................................................................2 1.2.2国内研究现状.................................................................................................3 1.2.3研究评述.........................................................................................................5 1.3研究内容及基本框架...............................................................................................5 1.3.1研究内容.........................................................................................................5 1.3.2论文基本框架.................................................................................................6 1.4研究方法及创新点...................................................................................................7 1.4.1研究方法.........................................................................................................7 1.4.2创新点.............................................................................................................7 第2章网络营销相关理论..................................................................................................9 2.1网络营销...................................................................................................................9 2.1.1网络营销定义.................................................................................................9 2.1.2网络营销特点.................................................................................................9 2.2O2O模式.................................................................................................................10 2.2.1O2O模式定义..............................................................................................10 2.2.2O2O模式的特点..........................................................................................11 2.3线上、线下营销及线上线下联结的意义.............................................................12 2.3.1线上营销.......................................................................................................12 2.3.2线下营销.......................................................................................................12 2.3.3线上线下营销联结的意义...........................................................................12 2.44P理论....................................................................................................................13 第3章吉林省居然之家营销现状分析............................................................................15 3.1企业概况.................................................................................................................15 目录 IV 3.1.1居然之家的基本情况...................................................................................15 3.1.2吉林省居然之家...........................................................................................16 3.2吉林省居然之家营销现状调查.............................................................................16 3.2.1市场现状.......................................................................................................16 3.2.2产品现状.......................................................................................................17 3.2.3竞争现状.......................................................................................................18 3.2.4分销现状.......................................................................................................19 3.3吉林省居然之家营销环境分析..............................................................................20 3.3.1政法环境.......................................................................................................20 3.3.2经济环境.......................................................................................................21 3.3.3社会文化环境...............................................................................................22 3.3.4技术环境.......................................................................................................23 3.4吉林省居然之家SWOT分析................................................................................23 3.4.1吉林省居然之家机会分