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摘要家居行业的传统模式面临着越来越激烈的竞争环境，而家居产品自身特殊的购买和服务特性一直制约了其电子商务的发展。而在近几年，O2O 模式作为一种新的商业模式，有效地综合了网络购物和传统市场的优势，为家居企业的电子商务提供了一种更可行的新的思路，成为家居行业未来发展的一种方向。基于此，本文立足于消费者需求，对家居行业O2O模式进行了研究。本文架构如下：第一部分阐述问题研究的背景，提出了要解决的问题；第二部分介绍O2O模式的概念，并对家居行业O2O模式的研究现状进行归纳；第三部分结合O2O模式的特点，对消费者购买决策过程进行分析，提出O2O模式下消费者购买家居商品的决策模型；第四部分研究家居行业O2O模式的发展现状，分析其目前存在的问题；第五部分以美乐乐实际案例，分析其O2O模式发展存在的问题，并综合模型和家居行业整体发展现状，为其提供一些可行性的策略建议。43967
Abstract
The traditional model of household industry faces an increasingly drastic competitive complexion. However, certain particularities in the process of purchase and service have constrained the development of e-commerce. But in recent years, O2O mode, as a new business mode, effectively combines the advantages of online shopping and traditional market, providing a new viable paradigm for e-commerce of household companies. O2O mode will likely become a direction for the future development of the household industry. Based on consumers’demand, this paper analyzes O2O mode of the household industry. The paper uses the following structure: the first part demonstrates the background and proposes the problem to be solved; the second part introduces the concept of O2O mode and sums up the research status of O2O mode of the household industry; the third part delves into the process of decision-making behaviors by consumers, and builds up the model of consumers’purchasing decisions under O2O mode; the forth part demonstrates the status quo of the household industry and analyses the difficulties it may have; the fifth part takes the Meilele for example, analyses the difficulties Meilele may have in the development process and provides some feasible tactical suggestions based on the status quo of the household industry and model.
毕业论文关键字：O2O 模式，电子商务，家居行业，美乐乐
Keywords：Online to offline；Electronic commerce；The household industry；Meilele
目 录
1. 引言 3
1.1 研究背景 4
1.2 研究意义 4
1.3 研究内容 5
1.4 研究创新点 5
2.1 O2O模式的发展 5
2.2 家居行业O2O模式的研究现状 5
2.3 研究中存在的问题 6
3. O2O模式下消费者购买家居商品的决策模型 6
3.1 消费者购买决策模型的理论基础 6
3.2 O2O模式对消费者购买因素的影响 7
3.3 O2O模式下消费者购买家居商品的决策模型 8
4. 我国家居行业O2O模式的发展现状 10
4.1 家居行业O2O模式的发展现状 10
4.2 O2O模式在家居行业中的应用方式 10
4.3家居行业发展O2O模式可能会遇到的阻力