Research On Promotion Strategies Of Home Furnishing Enterprises From The Perspective Of Digital Transformation

During the development of the retail format,the home furnishing industry has developed rapidly,and at the same time,the status of household product consumption in people’s daily life is gradually improving.With the increase in the number of Internet users in China,purchasing large-scale household products through the Internet has become more and more popular among consumers.In recent years,more and more new retail home furnishing product brands are impacting traditional home furnishing brands.This leads to the loss of passenger flow in traditional home furnishing stores,the reduction of product profits,and the reduction of customer loyalty.Based on this,this thesis starts from the different purchasing behaviors of consumers caused by different promotion strategies of household enterprises,combines questionnaire research and case studies,and explores household enterprises based on the perspective of new retail through a combination of theory and empirical methods.Exploring the countermeasures and ideas for improving the effect of home furnishing enterprises’ promotion strategies from the perspective of digital transformation.First of all,this thesis sorts out related concepts such as digital transformation and new retail,and reviews the relevant domestic and foreign research literature on promotion strategies on consumer behavior of household products;secondly,through literature review,it explores the current promotion strategies of traditional household enterprises are effective,Thirdly,from the six perspectives of "value-added promotion" "cost reduction promotion" "delayed acquisition promotion" "immediate acquisition promotion" "unconditional promotion" and "conditional promotion",classified promotion strategies,and designed it as a questionnaire of consumers’ sensitivity to promotion,and distributed it in a random form;Finally,based on the questionnaire survey and the empirical analysis results of Xiaomi Home Furnishing and Lin’s Wood Industry Home Furnishing,the promotion strategy based on digital transformation and the countermeasures on how to improve the effectiveness of promotion are refined.This paper finds that: firstly,the choice of promotion strategy should be based on the shopping needs of consumers;secondly,the formulation of promotion strategy should be based on the analysis of huge data;thirdly,in the context of digital transformation,the formulation of promotion strategy should pay more attention to consumer shopping experience.At the same time,the author further puts forward specific countermeasures and suggestions from three aspects: perfecting the promotion plan,optimizing the combination of promotion strategies and expanding the promotion channels.