工商企业管理-线上营销对中国家具企业的发展与影响研究.doc

线上营销对中国家具企业的发展与影响研究 摘要 随着计算机网络技术的发展，线上营销日益成为各种营销方式之中的主流，为企业和消费者带来了巨大的便利，普遍受到各行各业企业和消费者的热衷。但线上营销也有可能给企业带来了危机，中间商销售商不可避免的因利益冲突将抵制线上渠道，企业发展面临两难境地。如一边是线上渠道的巨大消费群和扩大影响力机会，一边是线下渠道庞大传统消费群和区域全覆盖。本文通过对上海嘉顺家具公司及门店的走访调查，了解上海嘉顺家具的企业现状，对上海嘉顺家具的营销渠道策略现状、存在的问题进行了重点分析，通过对该公司线上营销存在的问题，提出解决的对策与措施，让上海嘉顺家具的营销渠道策略更加完善，为上海嘉顺家具有限公司打开营销新局面，提升市场竞争力，最终使其可以在激烈的竞争环境中处于优势地位。 关键词：营销；线上营销；家具行业 ABSTRACT With the development of computer network technology, online marketing has increasingly become the mainstream of all kinds of marketing methods, which has brought great convenience to enterprises and consumers, and is widely favored by enterprises and consumers in all walks of life. However, online marketing may also bring a crisis to enterprises. Middlemen and sellers will inevitably boycott online channels due to conflicts of interest, and enterprises are faced with a dilemma in their development. For example, on the one hand, there are huge consumer groups and opportunities to expand their influence in online channels; on the other hand, there are huge traditional consumer groups and full coverage of regions in offline channels. This article through to Shanghai jia shun furniture companies and stores visit investigation, study the status quo of enterprise of Shanghai jia shun furniture, furniture for Shanghai jia shun, the status of the marketing channel strategy focuses on the problems existing in the analysis, based on the problems of the company's online marketing, puts forward the countermeasures and measures to make the marketing channel strategy of Shanghai jia shun furniture more complete, marketing for Shanghai jia shun furniture co., LTD. Open the new situation, improve market competitiveness and ultimately allows it to be in a dominant position in the fierce competition environment. Key words: marketing; Online marketing; The furniture industry 目录 TOC \o "1-3" \h \u 16843 摘要 1 24043 ABSTRACT 2 32592 第一章 引言 5 21573 第二章 家具行业线上营销相关概述 5 6826 2.1线上营销的概念 5 26019 2.2家具行业线上营销模式 5