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论文编号：	6573
作者编号：	2220110559
上传时间：	2014/6/19 11:24:19
中文题目：	东易日盛集团家装业务的战略与关键策略研究
英文题目：	Research on theStrategies and the Key Tactics of the Home Decoration Businessof DongYiRiSheng Group Co. Ltd
指导老师：	柳茂平
中文关键字：	东易日盛;家装业务;战略;运营模式;关键策略
英文关键字：	DongYiRiShengHomedecoration business; Strategy
中文摘要：	东易日盛装饰集团创建于1996年，东易日盛以家居产业链为主线，立足家居装饰设计与施工、材料和家具及配饰供应、房地产楼盘精装修设计、全国性特许经营品牌发展、行业专业研究分析等多个方向。在整个家居行业混战、竞争激烈的形势下，东易日盛创造的整体家居概念，在整体设计理念下进行产品整合，按不同的风格进行搭配组合并以情景的方式显示，就此形成整体厨房、整体卫浴、整体木作、整体软饰的整体设计，为顾客提供一个完整的设计和产品整体服务。此举标志着东易日盛完整家居产业链的正式落成。也让东易日盛在家装市场上始终坚持高端的市场定位，通过17年的努力已成为国内家装的龙头企业。在家装市场上始终坚持高端的市场定位，且运营模式相对稳定、成熟后，为了扩大市场份额，进军中端市场，增大企业销售规模，将进行新商业模式的研究。 目前，建筑家装行业成为国内三大消费热点之一，权威数据显示：目前全国从事家庭装饰小型工程的企业达到18万家，预期行业产值将超过80002.5万亿，占国民生产总值的3.6%。市场繁荣的另一面，也暴露出大量问题，据统计，房屋及装修建材投诉占总投诉比例高达36.6％，装修房屋合同陷阱多，施工偷工减料、以次充好，环保指标不达标，装修工人无证上岗等违规操作使消费者蒙受巨大损失，同时也使整个行业信誉降低。较低的市场准入，使得大批无资质的企业和个人承揽业务，争相采用打折或送礼等手段激烈竞争。低价揽客，市场的无序竞争，不仅使行业当中规范运作的厂商蒙受了损失，同时，也使消费者的合法权益难以得到保障。家装行业产生了信任危机。何走好自己的品牌之路，促进行业的规范有序发展，从而提高消费者对家装行业的信心呢？为了扩大市场份额，进军中端市场，增大企业销售规模，将进行新商业模式的研究。本文首先分析目前国内家居装饰行业发展的现状及东易日盛公司整体运营情况，其次通过中端客户市场调研及竞争对手分析，结合中端客户消费习惯及商务网络平台介绍，对家居业务的商业模式进行初步的设计，并对其品牌策略、人才策略、营销策略及价格策略进行探讨。通过本文的一些思考和分析，为东易日盛开辟新的商业模式提供有益的思路和解决方案。
英文摘要：	DongYiRiSheng decoration group was founded in 1996, DongYiRiSheng household industry chain as the main line, based on furniture and home decoration design and construction, materials and accessories supply, real estate, building fine decoration design, a national franchise brand development, professional direction of research and analysis, and other industries. In melee, whole household industry competitive situation, to DongYiRiSheng create whole household concept, product integration, under the overall design concept and tie-in combination according to different style and show in the form of scenarios, to form a whole kitchen, integrated bathroom, the whole wooden, soft act the role of the overall design of the whole, to provide customers with a complete design and product service as a whole. The move marks the DongYiRiSheng formal completion of complete household industry chain. Also let DongYiRiSheng always adhere to the high-end market positioning in the home market, through 17 years of effort has become a leading enterprise of domestic home outfit. In the high-end market operation mode is relatively stable, mature, in order to expand market share, tap into the mid-market, increase the size of the enterprise sales, will conduct the research of new business models. At present, building decoration industry became one of three big domestic consumption hot spots, authoritative data show: at present the national enterprise engaged in the work of the family decorates a small 18 m, industry output value is expected to more than 80.0025 quadrillion, accounting for 3.6% of the gross national product (GNP). The other side of the market prosperity, also exposed a lot of problems, according to the statistics, building and decorate building materials complaint up to 36.6% of total complaints, decorate building contract traps, cut corners, shoddy construction, environmental protection index is not up to standard, renovation workers without card mount guard of irregularities make consumers suffered huge losses, but also reduce the industry credibility. Low market access, and has a large number of contracting business, no qualification of enterprises and individuals to use the means such as a discount or a gift. Low prices, assures the disorder of market competition, not only the industry standard operation among manufacturers suffered losses, at the same time, also make the lawful rights and interests of consumers is difficult to secure. Home improvement industry produced a crisis of confidence. How to walk road of the own brand, and promote the industry standard and orderly development, to improve consumer confidence in domestic outfit industry? In order to expand market share, to enter the mid-market, increase the size of the enterprise sales, will conduct the research of new business models. This paper analyses the current status of development of the domestic home decoration industry and DongYiRiSheng company's overall operations, secondly by end customers in the market research and competitor analysis, combined with the end customer spending habits and business network platform is introduced, the household business model carries on the preliminary design of the business, and the brand strategy, talent strategy, marketing strategy and pricing strategy are discussed. Through some thinking and analysis, this article for the DongYiRiSheng opened up a new business model to provide useful ideas and solutions.
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