中国家具企业营销渠道创新的案例分析

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1、蜷寮皇困■戚曼鬻蝴璺结出的其优势以及可能出现的问题，并在此基础上对此创新模式进行了发展战略的初步规划，希望通过这种全新的家具销售模式一方面改变国内家具行业销售现状，另一方面在通过大宗商品营销模式方面的实证研究及发展，导引中国商品价格从虚高向平价微利转变。关键词：家具；销售渠道；创新模式即器蠕盈黼尹理挈亨*f‘叫咿：堪．。—■：===五=忑j0．I耍andinternationalresearchonthestatusofthefurnitureindustry,basedontheBDSmodethelongtailtheoP／,w

2、eproposedallinnovativestoicsalesmodelThecorecontentofthisprofessionalfumittlremarketisunifiedmanagement,unifiedprocurementmarketing,self-employedmarketingstrategiesunifiedlogistics．Different丘omtheeonlractoal

3、easemanagementmodewhichisusedinCo／llroonintraditionaldomestic

4、furniturestoic，weCarlcreatemoreintfinsievalueforthemanufacturersoftheindustrychainreducetheiroperationalrisks，andprovidetoourcustomerswiththehighqualityandlowp矗cefumitureproducts，andthenquicklyoccupythedomesticfimtituremarkethiordertocreateanewmarketingmanagementmodewi

5、th"low-cost,low-margin，hi曲turnoverrate，hi曲updaterate，highmarketshare”．whichcanconfrontwiththeexistingfilmimremarket,andgradualoccupythedomesticfurnituremarketthrougllpenetrationpricingruleInthelast,basedontheimplementationof4monthsofthestore，wesummedupitsadvantagesprob

6、lemsthatmayariseAndthenmakeapreliminaryplanningofdevelopmentstrategy,wehopethatthisnewfurnituresmesmodelcouldchangethepresentsituationofthedomesticfumituresalesradically．Wehopetochangethestatusquoofthedomesticfumituremarketthrou曲thisileWfumiturcsalesmodelontheonehand，o

7、ntheotherhand,wehopetoleadthehlgh-pricedomesticmarketingturntoarafionallow-priceonethroughthisresearchdevelopmentaboutlow-profitcommoditymarketingmodelKeyWords：Furniture；MarketingChannel；Innovationmodelj萤．：．．·i’IJ～‘Ji+?1¨‘“．，；善．h：“’．})‘：鲞：．：I盛’蔑漕囊．{黝I萄微蛐谢拙睡‘’娜一豳磷勰__}‘舅

8、■_口I．‘po勰■；；冀盛螽粮嘲菩磊霜瓯?勰—i—i■--—-‘_膨《峨一帮樯蝌§Hn-÷t一。o：。-g■铀t●苎斌甘≯蠹垦一墼孽；夔霜_一鬣葛绷蝉一第三章国内家具营销渠道及模式现状分析⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．．2l第一节国内家具行业及市场现状分析第二节国内家具行业现有销售模式2I25第四章家具营销渠道创新模式构建及实施⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．30第一节家具行业卖场与生产商的“绑架现实”第二节模式创新的现实依据——国美家电第三节模式创新的理论依据第四节创新的实施及过程303l3335第五章结论和建议及本文的不足⋯⋯⋯⋯⋯⋯⋯⋯⋯

9、⋯⋯⋯⋯⋯⋯48第一节本文的研究结论⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯48第二节该营销渠道设立的建议⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯。柏第三节本文的不足⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯．