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论文编号：	1258
作者编号：	2120072234
上传时间：	2009/6/12 21:02:40
中文题目：	家具企业体验营销策略研究—以宜
英文题目：	Furniture industry marketing r
指导老师：	李东进
中文关键字：	家具企业；营销策略；体验营销；
英文关键字：	furniture enterprise；marketin
中文摘要：	摘　要 自美国著名学者约瑟夫•派恩(B. Joseph Pine JI)与詹姆斯•吉尔摩(James H. Gilmore)指出:“继产品经济和服务经济之后，体验式经济(Experience Economy)时代己经来临”之后，体验经济浪潮席卷世界各地，各行各业都掀起了一股体验旋风。在这种大的背景下，人们的需求与欲望，消费者的消费形态也相应地受到了体验经济的影响。消费者变得越来越感性化、个性化、情感化，他们的需求重点己由追求实用转向追求体验。大众化的标准产品日渐失势，对个性化产品和服务的需求越来越高。 随着人民币的升值，不少中国家具企业由外销转为内销；与此同时，国外强势家具品牌大举挺进中国市场；中国内地也有5万多家家具企业，而且每年都以15%的速度增长。显然，这三种因素导致了企业的竞争异常激烈。同时，家具企业的发展也受到了传统营销模式束缚。本文正是基于解决这种困境的目的，结合当今世界经济发展的趋势，提出了家具企业的体验营销策略。 本文的研究目的为理论联系实际，研究对象为家具企业如何实施体验营销策略。为此，本文主要采用了定性分析和案例分析相结合的方法，比较深入地探讨了家具行业的发展现状与趋势，分析了家具企业实施体验营销的必要性，提出了具体的适用于家具企业的具体策略。在案例分析中，本文选用宜家家具具体案例，通过分析得出具有一定实践指导意义的启示。 本文的主要创新点主要是对家具企业的各种营销策略进行了归纳、对比。其次，本文首次把体验营销的五个战略模块系统性的应用到家具企业营销策略中，并且结合体验营销理论和家具行业的特征，提出了家具企业用于实现感官影响力的S-P-C模型和家具企业的行动体验要素模型。再次，本文首次把体验营销中的新学习曲线和导向顾客定制化4种方法的4类顾客牺牲形式运用到家具业营销策略中，并以家具企业实例论证。最后，本文在结合其他学者的研究和自身对体验营销理论的探索以及家具企业的工作经验，提出了家具企业的整体体验营销策略的应用模型。
英文摘要：	Abstract The famous scholar in USA B. Joseph Pine JI and James H．Gilmore Pointed out, after the Product Economy and The Serves Economy, The Experience Economy is arriving. Experience economy tide pounds the world everywhere, all industry sets off one experiencing whirlwind .Under this background, our need and desire, the consumption appearance of the consumer and also is under the influence of experiencing economically. The consumer becomes more and more the sensitive faculty turns，the character turns，the emotion turns，their require with the consumption point already from pursuing the practical to experience Personally. The common standard product loses support gradually; turning the product to the character is more and more high with the need of the service. A lot of Chinese furniture enterprises are starting to largen domestic market share instead of the output as the RMB is rising. As the same time , many foreign famous brand of furniture are coming into the Chinese furniture market fleetly and strongly ,and there are 50 thousand furniture enterprises that they are increasing as speed as 15% per year in the domestic market . Obviously, these three factors contribute to the strong competition and the development of furniture enterprises is restricted to the traditional marketing strategy .On the basis of resolving this problem and the tendency of world economy, the paper put forward the experience marketing strategies of furniture enterprises. The research goal of this thesis is that apply theory to reality. The object of study is how to implement experience marketing strategy for furniture enterprises. Therefore, this thesis has mainly used the method which unifies the qualitative analysis and the case analysis and has discussed the furniture industry development present situation and tendency thoroughly and has analyzed the necessity that the furniture industry carries experience marketing strategy into execution and has proposed the concrete tactics which are adapt to furniture enterprises. In the case analysis, this thesis selected the concrete case of the IKEA and obtained certain practice guiding sense enlightenment through the analysis. The primary innovation of this paper was to sum up and compare with all kinds of marketing strategies for furniture enterprises. To begin with, this paper applied the five strategy experience models (SEM) to marketing strategy of furniture enterprises for the first time, and proposed the S-P-C model and the model of ACT experience which were adapt to the furniture enterprise on base of the theory of experience marketing and characters of furniture industry. In addition, the paper applied the NEW LEARNING CURVE and four forms of client sacrifice from four methods of oriented custom-tailor to furniture enterprise firstly and took some practical cases for those marketing strategies as illustrations. Finally, the thesis worked out the model of experience marketing strategy for furniture enterprise on basis of the research from former scholar and my work experiences in furniture enterprise
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