A Study On The Network Marketing Strategies Of Hongmu

With the continuous development of Internet technology in recent years and the country's constant attention,electronic commerce rapid development,has become the important power of the development of China's retail business.Annatto furniture industry in our country,on the other hand,has met with big problems in the process,industry plunge,although the trend seems to slow down has slowed,but overall the mahogany industry in our country continues to bottom out,be badly in need of a new growth point.Relative to the development of the traditional channel of redwood furniture,the development space of the online marketing market in redwood furniture industry is very large.For redwood enterprises,online sales are a new marketing channel with broad market prospects and opportunities.But for a variety of reasons,the Chinese redwood furniture network marketing is still in the early stages,the development is slow.This paper firstly reviews the research of online marketing and redwood furniture network marketing,and puts forward the theoretical and practical significance of this research.Then he presents the theoretical basis of this article,including the theory of consumer theory,and the theory of network marketing.The present situation of the hongmu furniture industry in China is analyzed by means of PEST method,and the main hongmu furniture network marketing platform in China is listed and analyzed.By analyzing the theory of consumer motivation and the combination of red wood furniture characteristics,the consumption motive of hongmu furniture was summarized.Combining the theory of consumer attitudes and consumer value theory and related theory,factors influencing the annatto furniture of network marketing,network and build the annatto furniture consumers purchase decision model.According to the purchasing decision model of the hongmu furniture consumer network,the questionnaire was designed based on the purchasing decision model of hongmu furniture consumer network.Again questionnaire statistical analysis of the collected data using SPSS21.0 by reliability and validity analysis to verify the contents of the questionnaires,using difference analysis method analysis annatto furniture network marketing purchasing motivation,the differences of population statistics,and then through the regression analysis method,analyzes the influence of different factors on the annatto furniture online purchase intention,affect the annatto furniture of IPA analysis of network marketing is the most important factors.Then,according to the above conclusion,the proposal is put forward from the three aspects of product,price and service.This article studied and analyzed the annatto furniture of the development of network marketing,network marketing from the Angle of reality,annatto furniture development Suggestions were put forward,carrying out the network marketing activity to annatto furniture better provide reference,has a certain guiding significance,also provides a certain basis for further research.