基于电子商务的家具企业营销分析  

Marketing Analysis of Furniture Enterprises Based on E-commerce

作　　者：张玉荣 周橙旻 付小曼 ZHANG Yurong;ZHOU Chengmin;FU Xiaoman(College of Furnishings and Industrial Design,Nanjing Forestry University,Nanjing 210037,China)

机构地区：[1]南京林业大学家居与工业设计学院,南京210037

出　　处：《家具》2020年第2期105-109,共5页Furniture

基　　金：国家重点研发计划(2017YFD0601104);国家艺术基金项目(2019-A-05-391-098)。

摘　　要：在互联网络飞速发展的今天,互联网存在的意义和价值越来越高,应用也不再局限。互联网的广泛应用给网络商城带来了巨大的商机,为企业形象的宣传和市场推广带来了很大的优势。在这当中,我国家具类的电子商务也随着互联网的发展而发展,越来越多的家具企业选择电子商务道路。本文通过对电子商务家具品牌发展相关理论研究以及电商平台家具品牌发展现状分析,了解我国线上家具品牌运营现状。并通过文献借鉴、数据分析等方法总结家具企业基于电子商务平台的营销策略,结合实践为当今的家具企业电子商务平台提供方法参考。With the rapid development of the Internet today. The Internet has attracted more and more people’s attention in people’s real life,and its significance and value of existence are also getting higher and higher. The use of the Internet is no longer confined to one area. Its wide application has brought huge business opportunities to the network mall,and has brought great advantage for the promotion and marketing of the enterprise image. China’s furniture e.commerce also grew up with the development of the Internet. Now more and more furniture enterprises choose the road of e.commerce. In this paper,through the e.commerce furniture brand development related theoretical research and e.commerce platform analysis of the status quo of furniture brand development,the status of China’s online furniture brand operation was analyzed. Through literature reference,data analysis and business practice,the furniture enterprises marketing strategies based on e.commerce platform were summarized,which will provide methods reference for today’s furniture enterprises e.commerce platform.

关 键 词：电子商务 家具品牌 营销策略 

分 类 号：TS664[轻工技术与工程]