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摘要近年来以电子商务为基础的网络营销由于具有方便快捷、低成本的优点，受到了许多传统家具制造企业的亲睐.然而，由于家具产品本身的特性以及消费者的购买习惯、心理差异等限制，家具产品网络营销还有很多值得研究的地方。
本文将先从家具网购平台形式、主营产品及价格、物流与配送、宣传知名度四个角度，分析我国家具网络营销的现状和存在的问题。然后借鉴经典的4P营销理论以及结合4C、4I理论，根据家具商品的特征和并结合对消费者网购家具行为的影响因素的问卷调查结果，提出一套更契合家具的网络营销策略及手段，包括针对信息不对称问题的产品品质信号发送策略，根据微笑曲线原理提出的从产品到服务的延伸策略，根据需求价格弹性提出的混合定价策略，改善促销方式的策略等等。最后通过分析典型案例——“美乐乐网上家具商城”，进一步论证家具网络营销策略和手段的可行性，并提出提供个性化定制家具的服务、加大物流投入、加强广告宣传和基于社交媒体的口碑营销等具有针对性和可操作性的对策建议。本文对于家具企业选择正确的网络营销方式，扩大营销规模、提高销售收益有重大意义。43969
Abstract：In recent years, with the rapid development of the Internet technology, more and more Chinese enterprises are committed to e-marketing about furniture since the internet marketing which is based on the E-business has enormous advantages. However, furniture product’s e-marketing is still in the beginning period because of product features, consumer habits, psychological differences.
This paper will first from the four perspectives of the type of shopping platform, main product and price, logistics and distribution, promotion, analyze the status and existing problems of furniture product e-marketing. Then, learning from the classic 4P marketing theory combined with 4C theory and 4I theory,according to the characteristics of furniture product and the results from the questionnaire which is focus on the influencing factors of the behavior of consumer shopping furniture product online, put forward e-marketing strategies and means, including sending product quality signal strategy against the problem of information asymmetry, extension strategy from product to service according to the principle of smiling curve, hybrid pricing strategy according to the price elasticity of demand and promotion strategies etc. Finally, with analyzing the typical case of “Meilele” online furniture shop further demonstrate the feasibility of our e-marketing strategies and means, and put forward targeted and practical suggestions. This paper has a reference for online furniture shops to choose their own marketing strategy correctly, and help them expand the scale of marketing and increase sales amount.
毕业论文关键词： 家具;网络营销; 4P; 信息不对称；网购家具影响因素
Keywords:furniture;e-marketing;4P;Information Asymmetry；online purchasing furniture Factors
1.引言 4
1.1 研究背景与意义 4
1.2 研究内容 5
1.3 本文的创新点 5
2.1 关于网络营销策略的相关研究 5
2.2 关于家具网络营销的相关研究 5
2.3 国内外研究的不足 6
3.我国家具网络营销的现状分析 6
3.1 家具购物平台的形式 6
3.2 主营产品与价格