Research On Influencing Factors Of "the Big Homes" Marketing Mode Based On AHP

With the sustained and healthy development of China’s economy,the acceleration of urbanization,the increasing income of people,people demand the higher living environment.People pay more attention to individualization,experience consumption and integrated service for home decoration design.Throughout the current market environment of the the building materials industry Home Furnishing and consumer demand,some enterprises choose following quickly and break the traditional barriers,from the "small and fine" to "big and complete" transformation,"the big homes" model began to take shape;Some enterprises choose to stop watching,in the "transformation fear turn to die,do not turn if the state of death.Based on the analysis of marketing environment and consumer behavior habits of home building materials circulation industry,this paper expounds the background and concept of the industry’s "the big homes" marketing mode.Consulting the literature,the expert empirical research,using the analytic hierarchy process to construct the "the big homes" marketing model structure model.Comprehensive analysis,clear "the big homes" marketing model of the key factors,and combined with typical cases,analyze the status of the "the big homes" operation mode,summarize the difficulties of the model,and provide the corresponding optimization strategies to provide important reference value for enterprise transformation and upgrading in the industry.Through the comprehensive analysis,this study draws the following conclusions:First,the "the big homes" marketing mode is a higher level to meet the needs of consumers,to meet the needs of consumers at a higher level,as a business mode of customized service.The core of the the big homes model is the ability of product design and the integration of resources.On the one hand,according to the needs of consumers,we design the personalized customization for the whole house,on the other hand,provide one-stop service for consumers,and create a new marketing experience integrating house design,brand integration,human experience,comprehensive sales and perfect after-sales.Two,through the method of AHP to comprehensive analysis on the marketing mode of "the big homes" can be obtained,the key factors affecting the marketing model are the level of family income,personalized demand,the company’s ability to integrate resources;at the same time,one-stop shopping and experiential consumer demand and the development of the Internet information also plays an important influence.Three,comprehensive data research results and typical case analysis,we summed up the "the big homes" marketing mode optimization strategy: first,The clearly target customer groups have important guiding significance for the future operation and management of enterprises.Two is to improve the design ability to meet the needs of personalized customization,to build a professional design team and professional product management team.Three is the Internet marketing era to boost the the big homes.In the future,the combination of the development of the retail business and the digital control is the key to the success of the retail business.Four is the objective cognition of the integration of resources to avoid blindly following the wind.