I 摘要 在内外复杂因素影响下，传统家具行业面临生产制造方面转型升级的压力和 产品销售线上线下融合的挑战。网络经济的发展为家具企业开辟线上市场、抢占 市场份额营造了大好环境，同时也意味着更激烈的竞争，企业必须在完善营销策 略上狠下功夫才能集中资源谋得发展。成都HF家具公司是一家综合性全品类民用 家具生产企业，深耕线下销售市场三十余年并取得了一定成绩。公司高管意识到 在新形势下家具行业发展电子商务是必然趋势，精准高效开展网络营销是企业培 育竞争优势的重要举措，但自2015年拓展线上渠道销售产品以来面临诸多问题， 其在网络营销方面有很多亟待完善的地方。 本文从企业网络营销现状及内外环境分析入手，综合剖析HF家具公司在网络 营销方面存在的问题，并结合家具行业发展趋势及消费者行为特点，针对性制定 网络营销优化策略。 文中首先对HF家具公司开展网络营销的市场定位及产品、价格、渠道、推广 策略等进行客观分析。然后针对外部环境，运用PEST分析法及波特五力模型分析 其开展网络营销的宏观环境和行业环境，并对主要竞争对手情况深入分析，综合 阐述HF家具公司网络营销的优势、劣势、机会和挑战，并列出战略矩阵；在整理 分析消费者网购行为特征及开展家具产品网购行为市场调研的基础上，了解HF家 具公司品牌认知情况及消费者网购家具产品行为特点，为优化网络营销策略提供 数据支撑及建议参考。最后，运用STP理论及营销组合策略从优化市场定位及品 牌、产品、渠道、服务等方面针对性地提出网络营销优化策略，并提出保障措施。 关键词：家具行业，网络营销，消费者行为，营销策略 ABSTRACT II ABSTRACT The traditional furniture industry is facing the pressure of transformation and upgrading in production and the challenge of online and offline integration of product sales under the influence of complex factors. Network economy has created a good environment for furniture enterprises to open up online market and seize market share. Meanwhile, it means more fierce competition. Enterprises must make great efforts to improve marketing strategies for development. Chengdu HF Furniture Company is a comprehensive full range of civil furniture production enterprises，which has been deeply engaged in the offline sales market for more than 30 years and has made certain achievements. The company's executives realize that e-commerce is trend, and online marketing is an important competitive advantages. In 2015, HF developed online business, struggling with problems. There are many aspects need to be perfected. This paper comprehensively analyzes the problems in HF and internal-external environment, and puts forward the optimization strategy of network marketing combined with the development trend of furniture industry and the characteristics of consumer behavior. Firstly, this paper analyzes the market positioning and marketing strategy of HF's network marketing, then analyzes the macro environment and industry environment by PEST analysis method and Porter's five forces model, and the situation of major competitors is analyzed in depth. At the same time, this paper makes a comprehensive analysis in advantages, disadvantages, opportunities and challenges of HF's network marketing, and lists the strategic matrix. Based on the analysis of consumers' online shopping behavior characteristics and market research, this paper understands the brand cognition of HF and the behavior characteristics of consumers' online shopping furniture products, so as to provide data support and suggestions for the optimization of online marketing strategy. Finally, this paper adjusts the market positioning and puts forward the network marketing optimization strategy and safeguard measures. Keywords: The furniture industry, Network marketing, Consumer behavior, Marketing strategy 目录 III 目录 第一章 绪论 .................................................................................................................... 1 1.1 研究背景 ............................................................................................................ 1 1.2 研究目的及意义 ................................................................................................ 2 1.2.1 研究目的 ................................................................................................ 2 1.2.2 研究意义 ................................................................................................ 3 1.3 研究方法 ............................................................................................................ 3 1.4 研究内容及技术路线图 .................................................................................... 4 第二章 相关理论基础及文献综述 ................................................................................ 6 2.1 网络营销概述 .................................................................................................... 6 2.2 消费者行为概述 ................................................................................................ 8 2.3 互联网环境下家具行业发展综述 .................................................................... 9 2.4 家具产品消费行为研究综述 ........................................................................... 11 第三章 HF公司网络营销现状分析 ............................................................................ 13 3.1 公司简介 .......................................................................................................... 13 3.1.1 产品情况 .............................................................................................. 14 3.1.2 品牌文化 .............................................................................................. 14 3.1.3 市场情况 .............................................................................................. 16 3.1.4 转型发展 .............................................................................................. 19 3.2 HF公司网络营销现状 .................................................................................... 19 3.2.1 市场定位 .............................................................................................. 19 3.2.2 产品现状 .............................................................................................. 20 3.2.3 价格现状 .............................................................................................. 21 3.2.4 渠道现状 .............................................................................................. 21 3.2.5 推广现状 .............................................................................................. 23 3.3 HF公司在网络营销方面存在的问题 ............................................................ 24 3.3.1 网络营销市场定位模糊 ...................................................................... 24 3.3.2 品牌线上影响力较弱 .......................................................................... 24 3.3.3 线上产品竞争力不强 .......................................................................... 25 3.3.4 线上线下良性互动未形成 .................................................................. 25 3.3.5 网络营销团队实力不强 ...................................................................... 25 目录 IV 3.3.6 网络营销渠道单一 .............................................................................. 25 第四章 HF公司网络营销环境分析 ............................................................................ 26 4.1 宏观环境分析 .................................................................................................. 26 4.1.1 政治法律环境 ...................................................................................... 26 4.1.2 经济环境 .............................................................................................. 29 4.1.3 科技环境 .............................................................................................. 31 4.1.4 社会文化环境 ...................................................................................... 32 4.2 行业环境分析 .................................................................................................. 33 4.2.1 同行竞争程度 ...................................................................................... 34 4.2.2 供应商议价能力 ..........................................