The Study Of Marketing Models Of Home Furnishing Building Materials Enterprises

Nowadays,the application of network information technology has begun to penetrate into each industry.As the main part of the new marketing model,the O2O network marketing model has been opened the curtain in the home furnishing building materials industry.Different from traditional marketing,the O2O model is more interactive,more extensive coverage,and no longer subject to time and space constraints and with many other advantages.In recent years,because of the increasing size of the population,the domestic internet users are increasing substantially and online consumer behavior has been widely recognized by the public,which provides an important reference to enter the network marketing for the home furnishing building materials industry.The big size of product volume,heavy weight,high unit price,industry standardization,etc.are the characteristics of home furnishing building materials industry,which are the special characteristics that other industries can not match,therefore,O2O model as a combination of traditional marketing and network marketing mode,is the fundamental starting point of the home furnishing building materials industry network marketing innovation.The development of the domestic network marketing is slower than the foreign market,and domestic research on the network marketing theory has sprung up,among them,B2C(Business to Customer),C2C(Customer to Customer),etc.are higher concerned and wider range of practical network marketing model.The study of O2O network marketing model of home furnishing building materials industry is relatively small,and it is in the initial stage of exploration,and many scholars choose to analyze the online and offline combination from a practice of the enterprise in order to bring some profit for it,but relatively lacking of a comprehensive research perspective with the combination of a systematic theoretical analysis and enterprise practice.This paper choose Shushi 100 network as a case of network marketing home furnishing building materials industry,through theoretical analysis based on the existing O2O network marketing situation,combined with the practical cases of the implementation of O2O network marketing universality and the analysis of the prospect forecast of home furnishing building materials industry,and on the base ofthe combination of theory and practice,it could point out the future development strategy optimization and put forward opinions and suggestions for the O2O mode of the building materials industry,and it has important significance for those in front of the internet technology,and also the difficult enterprise overcautious.For those already preliminary marketing channels online and offline marketing channels to promote business,it is conducive to get better use of the O2O model,to further enhance its competitive advantage,to improve its position in the industry.The structure of the paper is as below.First of all,combing and summarizing the existing concept of network marketing,network marketing strategy,the characteristics of network marketing,O2O mode.Based on the other scholars in the related theory analysis,putting forward the focus of this research,ideas and research framework.Secondly,we choose Shushi 100 as the representative case and analyzing the motive,consumption characteristics,preference and the demand of physical store experience of consumers to purchase household building materials on the internet by designing questionnaire.In the analysis of the O2O marketing model of Shushi 100,it was found that when using this kind of marketing strategy,it had a good grasp of the basic aspects of network marketing,focusing on product,pricing,marketing promotion and personalized customization services.At the same time,we also found that,due to the home furnishing building materials industry,industry attributes,the O2O mode under the line link under the general sense of the O2O is a certain difference.This is mainly due to the smart home of their own customization,personalized features,the final product cannot be fully standardized,so the majority of transactions and payments are completed under the line.The form of its line of services is mainly reflected in the physical experience shop,personalized private custom,real project door-to-door real-time reporting installation.Shushi 100 in a certain level to complete the traditional line of the furniture industry,line mode of operation and network platform for seamless docking,to achieve the customer online and offline mapping between the two.Thirdly,this paper analyzes some external factors influencing the marketing of home furnishing building materials industry,including the present situation of homefurnishing building materials industry and the opportunity and threat of the implementation of O2O network marketing and the advantages and disadvantages of related enterprises.It is necessary to evaluate the advantages and disadvantages of the external macro environment,policy environment,science and technology environment and the internal advantages of the enterprise,such as the home and building materials industry to implement online and offline combination of O2O marketing road become an inevitable trend.To combine the characteristics of their own industries and enterprises targeted to the generalized O2O model optimization,refinement,to develop for their own actual optimal O2O network marketing strategy.Finally,on the basis of the analysis and conclusion,this paper puts forward the development and optimization strategies of O2O network marketing,including the construction and operation of home furnishing building materials enterprises O2O network marketing mode,marketing mix strategy of home furnishing building materials enterprises,home furnishing building materials enterprise network marketing Channel design and optimization,offline channel construction,customer relationship management and home furnishing building materials enterprises O2O network marketing in the key control points and should pay attention to the problem.