英国留学生营销类dissertation指导：如何利用网络进行家具营销Network Marketing on the furniture business impact analysis
one computer network marketing business with furniture
一、计算机网络与家具企业的市场营销
Simply put , the computer network is the computer that will be independent from the system via line connection . Establishment of a network to make independent , distributed information systems together into a whole, breaking the traditional limitations of space and time , but also to decentralized computer user to communicate . First, the information on the Internet furniture illustrations , audio and video combined . Secondly , the Internet has the information transfer process interactivity. Third, high-quality information feedback. Computer network has not only changed the traditional furniture means and methods of marketing , but also changed the furniture business marketing idea , there has been customized marketing, network marketing , and marketing information systems furniture , furniture marketing decision support systems and other means.
简单地说，计算机网络就是将独立的电脑经过线路连署而成的系统。网络的树立使独立、散布的信息系统连成一一体，打破了传统空间和时间的限止，同时也使散布的计算机运用者得以沟通。
Furniture companies for marketing on the Internet compared with the traditional marketing model has its own characteristics , mainly: First, wide coverage, large amount of information , the Internet broke the geographical restrictions, furniture companies in a very broad range of marketing activity . Second , online marketing campaign is one of the parties to the transaction carried out through information trading activities . This makes online marketing sides can secure atmosphere in carrying out business activities . Thirdly, the online furniture marketing information than in the traditional media to get more information on marketing decisions supportive . Fourth, the network can be the furniture industry market research activities carried out even more efficiently .
Two computer network marketing strategy for the furniture business impact
家庭用具公司在互联网络上开展营销与传统营销标准样式对比有着自身的独特的地方，主要表如今：第1，遮盖面广，信息量大，互联网打破了地域限止，家庭用具公司可以在十分广大宽阔的范围内施行辕销活动。第二，网上营销活动是一对一的，买卖商品双边经过信息施行售卖活动。
1 . The furniture business and its product strategy
1．对家具企业及其产品策略的影响
Traditional furniture company's internal information is usually transmitted vertical and hierarchical , and network marketing support for more formal information or leapfrog lateral movement. Network Information movement pattern changes, will push furniture horizontal organizational structure revolution. As an opportunity to change the organizational structure should be the furniture industry 's inherent pattern , increase range of management , and promote the furniture industry flattened organizational structure development, Internet marketing organization to provide adequate protection .
Network for the furniture industry product strategy reflected in the furniture industry can grasp and adapt to market changes and meet customer demand for personalized, and enhance market competitiveness. A lot of feedback through the network variable information handling and processing by computer , reflecting the different needs of consumers , so that the consumer-oriented marketing campaigns more personalized . From a marketing perspective, the network can be carried out most of the furniture product marketing, if not through the network to reach a final deal, advocacy and communication network marketing still play an important role .
2 . The impact of pricing strategy for furniture
The Internet has changed the way of communication , affecting furniture pricing strategy. On the one hand , since the communication of the " one to one" marketing methods and the development of customized furniture production appeared non-standardized , non-standardized pricing so as to lay a foundation. Another furniture companies can also differ according to consumer income, age , social class and other factors on the same product and charge different consumers different prices to maximize profits . Another one-sided , because the computer network, the furniture industry for the design, research, collecting information for the timeliness, accuracy, stronger, and ready to understand the value of competitor information . Also note that to reduce the sales of intermediate links, mailing and distribution costs , but also to some extent increase merchandise sales costs and prices. Thus making furniture price competition among enterprises is also more intense and complicated.
3 , the furniture business impact of marketing and communication channels
Distribution refers to the product and its ownership transferred from producers to consumers through the route. Furniture enterprises are the main advantages of network marketing furniture products information network on the free flow of information , so that each point in the information network of producers, consumers connect , users need to purchase furniture products can be ordered via telephone . This type of marketing between producers and consumers to achieve information sharing , reducing both time and space , the concept of distance , the formation of " one to one" micro- marketing. Furniture enterprise network marketing , and consumers can communicate in real time to answer consumer questions , and through BBS, email quickly to provide consumers with information .
4 . On the impact of the furniture industry promotion strategy
Computer network so that the furniture business promotional methods and means more time-sensitive and targeted to better meet the needs of consumers . Easy on the one hand, network marketing provides consumers can choose to buy their own homes furniture goods and services required for the convenience , but on the other hand only a little furniture merchandise directly to consumers intuitive . Potential consumers or customers you can help with the network to engage in dialogue with the seller , to understand their own interest furniture products and services. Vendor information can be furnished according to the customer's product improvements or new furniture products. Use of network marketing , marketing managers can make furniture from market research , product design, production to end a series of programs and services to maintain close contact with consumers , and consumers together to create new market demands .
Third, the computer network of the furniture business marketing strategy means changes
1 . Customer Relationship Strategy
In the Internet to publish information on electronic billboards and design needs of customers valuable information. Furniture enterprise network marketing success key is how across geographical , cultural , spatial gaps, recycling customer relationships and discover the web customers, understand customer needs and establish a good relationship. Through the network to consolidate customers, expand online sales. However, due to the freedom of an open network , can more easily grasp the industry and competitor product information and marketing behavior . Through customer networks, businesses can follow customer's requirement to provide specific furniture products and services may be great to meet customer demands.
2 . Expanding furniture business messaging network marketing channel strategy
As the network economy heating up , there has been an increasing number of network promotion resources. These valuable resources extends the furniture business network marketing channel for transmission of information , increasing the furniture business network marketing success. Currently, through the chain of furniture enterprises , joint distribution and third party logistics and other modes integrate existing resources , the use of advanced logistics technology and expand business scale furniture . Furniture industry through specialized online marketing platform shared with downstream suppliers merchandising , inventory information, in electronic ordering , commodity inspection , returns, promotions, price adjustments , billing , payment and other sectors to provide collaborative support , improve relationships with suppliers, customers the relationship between the level of the supply chain 's overall competitiveness . Furniture business marketing information to ensure efficient delivery channels and orderly operation.
3 . Establish online furniture business marketing partner strategy
As the network of free and open nature , the Internet age is transparent competition in the market , who can more easily grasp the industry with a competitor's product information and marketing behavior .
Therefore, the furniture industry of network marketing is the key to win customers how timely access , analyze and utilize information from the Internet , how to use the network form cooperative alliances and network partners formed the scale of resources to create a competitive advantage. Online networking alliances or partnerships , is to the company's own website and others associated websites to attract more online customers.
4 . Furniture brand awareness strategy to improve
The furniture brand furniture companies as a management focus through web design to enhance the brand image of the entire furniture industry , Nike, LeviStraus other well-known brands have adopted network as a tool to enhance the brand image . Furniture companies can web design , highlighting the brand awareness and establish a brand image of the whole of the furniture business , build customer loyalty and achieve market penetration , and ultimately achieve the purpose of increasing market share . Furniture brand furniture enterprise network communication is a new way of brand communication , and has fast, efficient, inexpensive, convenient, interactive and other advantages.
5 . Strategy to improve the competitiveness of furniture products
Furniture making , mainly through market research to develop . Network marketing mix for the strategic implementation of furniture products mainly include the following aspects.
( 1 ) Core furniture product diversification options. Furniture companies can consider using the network to change the furniture product portfolio , highlighting furniture products especially furniture products, the core feature information , give full play to the role of online furniture products , and on this basis, taking into account the individual products .
( 2 ) conduct extensive online research . Network providing cheap furniture products marketing research methods, especially research customer perception of furniture products and services , such as online focus groups , online surveys, customer feedback or customer support forums , furniture companies can take advantage of such information as subsequent studies an important complement furniture .
( 3 ) to enhance the speed of development of new furniture products . The advantages of the use of internet marketing on existing customer requirements and the potential demand for a more in-depth understanding of the needs of potential customers furniture companies have a certain understanding, develop appropriate marketing strategies and plans , with some for scientific , easy implementation and control of the successful completion of furniture marketing goals.
CONCLUSIONS
In summary, network marketing is a modern electronic technology and communication technology application and development -based and developed , as opposed to traditional furniture marketing , which in many areas have a distinct advantage. As a network marketing business and the main furniture furniture network marketers should firmly seize this opportunity to increase investment in network marketing resources , take advantage of this modern marketing methods, to better serve the furniture business objectives .
