国内家居建材团购网站的消费者行为实证分析

菜单

摘要随着互联网的快速发展，尤其是电商和O2O的兴起，传统家居建材市场受到巨大冲击。装修作为目前仅次于买房的大额消费行为，使得业主在选择时日益面临无从下手的窘境。传统家居建材企业为了争夺市场纷纷打出价格战。追其根本，都是为了争夺客户，抢占市场。这样一来，家居建材业产品外观雷同化、产品质量同质化、行业竞争两极化、市场价格白热化的现状愈演愈烈。而家居建材团购网站恰恰是抓住了这个痛点，乘着互联网的大潮应势而生。与传统电商的线上交易不同，家居建材的线上环节更多地体现在前期的推广环节，除了家具、马桶、桌椅等成品的交易环节可以在线上进行以外，大多数品类如橱柜、吊顶、地板等都必须有线下测量及安装的过程。本课题主要研究国内家居建材团购网站的用户行为，以城市团购网（CityTogo）为依托，收集城市团购网网站上团购的数据（团购品类，门店售价，原价，现场折扣，砍价后的价格，下单量），另一方面通过问卷调查的方式，从团购产品折扣程度（价格因素）以及消费者的需求程度（品牌因素）入手，对目前的研究进行归纳，并作出简单评述。58264

Abstract :With the development of the Internet, especially the rise of the Electronic Commerce and O2O, traditional furniture and building materials market has been a huge impact. The decoration as a large consumer behavior is now second only to the house, the owners in the choice of the way of the dilemma facing. The traditional Home Furnishing building materials enterprises in order to compete for market have hit the price war .After all, all is in order to compete for customers, to seize the market. In this way, the appearance of the product is similar Home Furnishing building materials industry status, product quality homogenization of competition in the industry, the market price, the polarization of intense intensified.While home building materials group buying website it is to seize the pain points, riding on the tide of the Internet should be potential students.Different from the traditional business of online trading, online part of home building materials more reflected in the promotion of the trading process, in addition to furniture, toilets, tables and chairs and other products outside can be online, most categories such as cabinets,ceiling, floor and so must be measured and the installation process of the cable. This paper mainly studies the domestic user behavior Home Furnishing building materials group purchase website, with the city group purchase network (CityTogo) based on the collection, group purchase group purchase City Web site data (group purchase price category, price, discount stores, the scene, after bargain price, place an order quantity), on the other hand, through the way of questionnaire survey, from the group purchase product discount level (price) and consumer demand degree (brand) to start, the current research is summarized, and make a simple review.

毕业论文关键词：家居建材; 团购网站; 消费者行为；

Keyword: Home Furnishing building materials ；group purchase website；consumer behavior

1.引言 5

1.1研究背景及意义 5

1.2国内外研究现状 5

1.3研究内容 6

1.4研究目标 7

1.5需要解决的问题 7

1.6研究方法 7

2.文献综述 7

2.1团购用户行为分析研究 7

2.2家居建材团购网站消费者群体的研究