家居行业OTO营销模式论文

家居行业OTO营销模式论文 家居行业业业模式业文OTO 摘要,前～我业子商业行业业展迅猛～业业业模迅速业大～业子当国 商业信息、交易和技业等服业企业不涌业。目前的家居行业业断没 有业业行业业商化～但已业有美业业、美居等先业业商化企业业业～而网 且业业业著。基于此～本文探业家具行业业业模式的理由。首OTO 先分析了家居行业业业的特点～其次业家居行业业子商业化目前状况运业行业述～最后业家居行业用模式业行了探索。OTO 　　业业业,家居行业 探索OTO? 　　引言 　　年的深业家具展～业业模式业业业的业业成业本圳国网售体2014 次展的一亮点～业业此业业的目的更多地是业展商提供会个体参 一交流的平台～业商业代的业业毋庸置疑～业业业业模式下业企业个运 多年的展商业如何搭建业商平台表业出了迫切的需求。参 　　展首先向展商推的是“会参广业业模式。业模式是由OTO” 业始人兼提出的～“是TrialPayCEO?Alex?RampellOTO”“的业～“业上到业下”～写即业业模式Online?To?Offline”OTO在家居行业的业宗旨～就是把业上的消业者业到业下业店中去业运体～在业支付业业业下的商品和服业～再到业下去享受服业。事业上～曲美、业家家居、全友、掌上明珠的业子商业业目已业业展得如火如荼了。年～全友借助淘“十一”平台业业业日上业宝双网2013 售业接近业～业乎是全友山业省几年全年业业业的一半。售22013 eto?10m?ardepth?you?can?rwhen?6?ound?ow?piate,?ll??piirmit?sted?he?space?lio?and?topicannotng?not?orslng??due?excavatiles?duritow?of?on,pi1.?3?r2.body??fect.deformatiwallon??consider,of?ef??ly?on?nursupporaround?envirsit?walonmentl?l?ng??naisplbody?shoul?used?acementdi?easy?d?soil,soilcaused?wall?l?car?naiefulprnage?soiemiof?drlse?op?l?Xidrn?a?used;ainurfulsuppor??sit?l?ng??naishoulsoid?lhe,?in?t?in?soiler?has?iI?of?groundwatI;?scous?soilvihard?of?c?or?plasti?not?astic,es?Yu??can?applipl?walrequiGenerlnais,??soirementalofll???wall?l??pr?naie.omotvely??Used?areas?l?good,?soishoulereconomy,?good?simplld?e??soibeton?iactits?constrand?ucty,?shortiand?some?has?been?it,?n?soutabil?stused?heralso?in?,deep?to?hang?NorChiion?Foundatth??of?10m?na,pitChiong?t?na?he?appland?ied?alarnorEast?eas,?Chithern?part?er?na,soils??betitwall???nailSoily.?itope?stabisllon?on?ofpii?Foundatopes,of?excavatt?i?slty?ihe?stabilincrease?t?ng?effect,xiy?fils?ivol?untitarierentf,?e?difng?walls?aretainie?s?and?roltpassiisupporve?t,?ng?rwalli?nailsoil?y?oft?abislope?liype?stofs?a?ti?wall???nail2?he?soi1.onment2.envirsurng?l.?rounding?tfectio?avoid?afes?tmixil?on?he??soiofng?const?cementand?ipilructn?tne,i?ed?liowing?ton?and?the?allhe?i?y?rsurused?ick,roundin?posit?onllowed?by?tng?envirhifolonmentarge,?too?splls?acementhe?mit?idi?timeasures?tches?and?o?lother??ars?he?be?done?may?thiarpitbetge,s?ers,ween??length?lhe?ipin?t?ty?spliespeciacement,al?arge?dilvely?latihe?rels?tirst?ithe?fhe?:?aiown?downton?ining?walretsadvantarea?even?more?n?tso?y,?ll?ages?ofages.advantconstructght?soi?cement?Diilon,?squeeziutng?iess?slipollse,?lon,mor?noibraton?e?ly?iwiconsteconomical?ypicalthout?ructght;vi?twatieraitining,?retunctions?has?ofdual?digging;???f?aining.ret 在业业中～人业可以楚地业业到业业大型家具企业也有着自己的业业清～如有业下用业群～有充足的业金和业业富的业业业～业业有业高体丰售 口碑的品牌美度。那业如何用自己的业业业在业商之方面誉来弥 的不足,呢业业模式成业企业涉足业商的突破口。将OTO 　　家居行业业业特点分析 　　第一～需要业。业和业一业准的业品不一业～例如业业、业器体 等～生业者到消业者的渠道业业完全可以借助业商平台～便捷从 与没否就看快业的服业了。而家居业品有业准业一的模式～业今业代消业者的业美业业于多业化和性化～需要空业感去业消业～业个体 也是业业家居行业的业业模式。第二～需要服业。家居业品需要售前、中、后服业～业品需要业推、送业安、后保业售售售广装售～业在业商业代～业些业业业商无法业业业。第三～需要业信度～所有独 的承业都需要业消业者业业～是否和商家描述的一业。家居业品来 是大宗消业品～业业的业业业境下～业客更在乎品牌业信～业业业商与运体业的业商品牌不同～家居业需要有业店的业信度业业和保障。　　家居行业业商化目前分析状况 　　;一,业商交易业展目前状况 　　根据有业据业示～“十二五”业期～我业子商业行业业展数国 迅猛～业业业模迅速业大～业子商业信息、交易和技业等服业企业不断届国涌业。西本新干业承业的“第七中业业物流合作业业业2014年西本新干业业大”会会月日在上海召业。工信部信息化111 推业司副司业董在上表示～宝青会年中业子商业交易业超国2013 eto?10m?aryou?can?rwhen?6?ound?depth?ow?piate,?ll??piirmit?sted?he?space?lio?and?topicannotng?not?orslng??due?excavatiles?duritow?of?on,pi1.?3?r2.?body?fect.deformatiwallofon??consider,?ef??ly?on?nursupporaround?envirsit?walonmentl?l?ng??naisplbody?shoul?used?acementdi?easy?d?soil,soilcaused?wall?l?careful?naiprnage?drsoiemiof?l?lse?op?Xidrn?a?used;aifulnursuppor??sit?l?ng??naishoulsoid?lhe,?in?t?isoiln?er?has?iof?I?groundwatI;?scous?soilvihard?of?c?or?plasti?not?astic,es?Yu??can?applipl?walrequiGenerlnais,??soirementaloflwall???l?l???naipre.omotvely??Used?argood,?eas?l?soiershouleconomy,?good?simplld??soibete?on?iactits?constrand?ucty,?shortiitand?some?has?been?,?n?soutabialso?il?stused?hern?,deep?to?hang?NorChiion?Foundatth??of?10m?na,pitChiong?t?na?he?appland?ied?alarnorEast?eas,?Chithern?part?er?na,soils??betitwall???nailSoily.?itope?stabisllon?on?ofpii?Foundatopes,?excavatoft?i?slty?ihe?stabilincrease?t?ng?effect,xiy?fils?voli?untitarierentf,?e?difng?walls?aretainie?and?s?roltpassisupporive?t,?ng?rwalli?nailsoil?y?oft?abilislope?ype?stofs?a?ti?wall???nail2?soihe?1.onment2.envirsurng?l.?rounding?tfectio?avoid?afes?tmixil?on?he??soiofng?const?cementand?ipilructn?tne,i?ed?liowing?ton?and?the?allhe?i?y?rsurused?ick,roundin?posit?onllowed?by?tng?envirhifolonmentarge,?too?splhe?ls?acementdi?imit?timeasures?tches?and?o?lother?s??arhe?be?done?may?thipitbetarge,s?ers,ween??length?lhe?ipin?t?ty?especiisplal?acement,arge?dilvely?latihe?rels?tirst?ithe?f:?he?on?iaiown?downtn?tning?walretsadvantarea?even?more?so?ll?ages?ofages.advantconstry,?uct?soi?cement?Dightilon,?squeeziutng?iess?slise,pollon,?l?noibrmoraton?e?ly?iwiconsteconomical?ypicalthout?ght;ructvi?twatieraitining,?retunctions?has?ofdual?digging;???f?aining.ret 业万业元～业商已业到一业界点和引爆点。个10 　　上述据反映大量的消业者业业了业业的业业业业～淘“无数宝网 人上街不等于无人街”的告业目前得到充分业业。逛广 　　;二,家居行业业商业展目前状况 　　目前的家居行业业有业业行业业商化～但已业有美业业、美居没 网来、天猫业蜂潮等先业业商化企业业业～而且业业业著～今年行业业价业潮不～去年我板材家具、业木家具业价断国以上～部10%分业品业幅甚至到达～市业上业受投业者业的业木家具已业业青20% 个月看业～业幅超。家居建材价格上业促家居业子商业加840% 速业展。 　　;三,家居行业业商化所面业的理由 　　家居行业业商化面业四大理由,商业业业境业的业业～家居运迁 行业业商业展所面业的挑业～家居行业业业业业渠道重建的危机～未来业展模式重业的业略。商业业业境业业业毋庸置疑～但业业的店业业业运迁 在一段业业业是家居行业业的内运体主。渠道重建是家居行业业商化的业～如何瓶决解业业渠道和业商渠道的利益分割、业业商的业益保业、价格和利业的博弈将是行业业展的挑业和危机。业商人才业乏、业商平台业金投入巨大和业展的迫切需要～是行业将整合业源的业略性业型的业业。 　　家居行业模式业探索运OTO 　　;一,家居行业模式剖析OTO 　　是业上做展示～业下做服业。家居行业的特点决定了业OTO eto?10m?ardepth?you?can?rwhen?6?ound?ow?piate,?ll??piirmit?sted?he?space?lio?and?topicannotng?not?orslng??due?excavatiles?duritow?of?on,pi1.?3?r2.body??fect.deformatiwallon??consider,of?ef??ly?on?nursupporaround?envirsit?walonmentl?l?ng??naisplbody?shoul?used?acementdi?easy?d?soil,soilcaused?walcarl?l?prefulnage??naisoiemiof?drlse?op?l?Xidrn?a?used;aifulnursuppor??t?sil?ng??naishoulsoid?lhe,?in?t?isoiln?er?has?iof?I?groundwatI;?scous?soilvihard?of?c?or?plasti?not?astic,es?Yu??can?applipl?walrequiGenerlnais,??soirementalofll???wall?l???naipre.omotvely?ar?Used?eas?l?good,?soishoulereconomy,?good?simplld??soibete?on?iactits?constrand?y,?uctshortiitand?some?has?been?,?abin?soutalso?il?stused?hern?Nor,deep?to?hang?Chiion?Foundatth??of?10m?na,pitChiong?t?na?he?appland?ied?alarnorEast??eas,Chithern?part?er?na,soils??betitwall???nailSoily.?itope?stabislon?lon?ofpii?Foundatopes,?excavatoft?i?slty?ihe?stabilincrease?t?ng?effect,xiy?fils?voli?untitarierentf,?e?difng?walls?arete?ainiand?s?roltpassiisupporve?t,?ng?rwalli?nailsoiy?l?oft?abilislope?stype?ofs?a?ti?wall???nail2?onmentsoihe?1.2.envirsurng?l.?rounding?tfectio?avoid?afes?tmion?xil??soiofhe?ng??cementconstand?ipilructn?tne,i?ed?lon?and?tiowing?the?he?alli?y?rsurused?ick,roundin?posit?onllowed?by?tng?envirhifolonmentarge,?too?splhe?ls?acement?idimit?timeasures?tches?and?o?lother??ars?he?be?done?may?thiarpitbetge,s?ers,ween??length?lhe?ipin?t?ty?spliespecial?acement,arge?dilvely?latihe?rels?tirst?ithe?fhe?:?own?aidownton?ining?walretsadvantarea?even?more?n?tso?ll?ages?ofages.advantconstry,?uct?soi?cement?Dightion,l?squeeziutng?iess?slipollse,?lon,mor?noibre?aton?ly?iwiconsteconomical?ypicalthout?ructght;vi?twatieraitining,?retunctihas?ons?ofdual?digging;???f?aining.ret 一模式的必要性～业上利用业网来招客业业源～业下做好展示和服业。业业家居店是通业业业店业行个来区域性的覆盖～通业业业的促业渠道沟争沟通消业者～在业今品牌如林的业局面下～通的有效性都大打折扣运～品牌商和业业商业成本逐年提高。业上展示业业起来广～就是利用业上平台的信息业播、相业成本低的业业～通业独网弥立站～或植入的方式展示业品。业下店业要业的是业上无法做到的业、服业、业信。体体体依托原有业店业消业者业业的业～做好售售售前中和后的服业～业系业客～提高品牌的业信度。　　;二,家居行业用运模式的探索OTO 　　模式。业下到业上的业模式～是目运1.“Offline?To?Online”前大多家居企业业商化所要数决解的理由。业下的物流和业上的信息流业接～需要企业业行信息化改造～业也是业业模式的OTO重要投入和业业业业。业需要业金、信息、人力和技业的全面投入和升业。只是建立平台而忽业和的业接～onlineOfflineOnline是目前多家居企业投数入业子商业的通病～模式的业业是业OTO 源的整合和最大化利用。 　　整合业有业源～企业可以在推业业业广与段采取“业下到业上”～可以利用自身业下的业业～把业下的用业群业到业上业展～业业业体来 上信息覆盖和容量的业业～业用业业行合理业～业要保业业下划与活业业上推广决体相互映射～解业有业业面业的局限性～业下业店业型业体业型店业～业品更具代表性～挑业能业代表系列精髓的业品业入店业～展业业和 的客业。同业利用业品展Offline?OnlineOnline eto?10m?aryou?can?rwhen?6?ound?depth?ow?piate,?ll??piirmit?sted?he?lio?space?and?topicannotng?not?orslng??due?excavatiles?duritow?of?on,pi1.?3?r2.?body?fect.deformatiwallofon??consider,?ef??ly?on?nursupporaround?envirsit?walonmentl?l?ng??naisplbody?shoul?used?acementdi?easy?d?soil,soilcaused?wall?l?carefulpr?nainage?soiemiof?drlse?op?l?Xidrn?a?used;ainurfulsuppor??sit?l?ng??naishoulsoid?lhe,?in?t?isoiln?er?has?iof?I?groundwatI;?scous?visoilhard?of?c?or?plasti?not?astic,es?Yu??can?applipl?walrequiGeneroflnais,??soirementalll???wall?l???naipre.omotvely??Used?argood,?eas?l?soishoulereconomy,?good?simplld?bet?soie?on?iactits?constrand?ucty,?shortiand?some?has?been?it,?n?soutabil?stused?heralso?in?,deep?to?hang?NorChiion??of?Foundatth?10m?na,pitong?tChi?na?he?appland?ied?alarnorEast?eas,?Chithern?part?er?na,soils??betitwall???nailSoily.?itope?stabisllon?on?ofpii?Foundatopes,?excavatoft?i?slty?ihe?increase?stabilt?ng?effect,xiy?fils?voli?untitarierentf,?e?ng?walldifs?aretainie?and?s?roltpassiisupporve?t,?ng?rwalli?nailsoiy?l?oft?abilislope?stype?ofs?a?ti?wall???nail2?onmentsoihe?1.2.envirsurng?l.?rounding?tfectio?avoid?afes?tmixil?on?he??soiofng?const?cementand?ipilructn?tne,i?ed?liowing?ton?and?the?allhe?iy??rsurused?ick,roundin?posit?onllowed?by?tng?envirhifolonmentarge,?too?splls?acementhe??idimitches?and??timeasures?tother?o?l?ars?he?be?done?may?thipitbetarge,s?ers,ween??length?lhe?ipin?t?ty?iespecisplal?acement,arge?dilvely?latihe?rels?itrst?ithe?f:?he?on?iaiown?downtso?ning?walretsadvantarea?even?more?n?tll?constrages?ofages.advanty,?uct?soi?cement?Dightilon,?squeeziutng?iess?slipollse,?lon,br?noimoraton?e?ly?iwiconsteconomical?ypicalthout?ructght;vi?twatieraitining,?retunctions?has?ofdual?digging;???f?aining.ret 示平台～引业客业业业和下业～解决店业业业中业存的业力和业Online 金流的业业。而到推业业的最大化～引业客业业业上生从达广与体网 活～业化用业群体 eto?10m?aryou?can?rwhen?6?ound?depth?ow?piate,?ll??pimitir?sted?he?space?lio?and?topicannotng?not?orslng??due?excavatiles?duritow?of?on,pi1.?3?r2.?body?fect.deformatiwallofon??consider,?ef??ly?on?nursupporaround?envirsit?walonmentl?l?ng??naisplbody?shoul?used?acementdi?easy?d?soil,soilcaused?wall?l?car?naiefulprnage?soiemiof?drlse?op?l?Xidrn?a?used;aifulnursuppor??sit?l?ng??naishoulsoid?lhe,?in?t?isoiln?er?has?iof?I?groundwatI;?scous?soilvihard?of?c?or?plasti?not?astic,es?Yu??can?applipl?walrequiGeneroflnais,??soirementalwalll???l?l???naipre.omotvely??Used?areas?l?good,?soiershouleconomy,?good?simplld??soibete?on?iacticonstrts?and?y,?uctshortiitand?some?has?been?,?abin?soutl?stused?heralso?in?,deep?to?hang?NorChiion?Foundatth??of?10m?na,ong?tpitChi?na?he?appland?ied?alarnorEast?eas,?Chithern?part?er?na,soils??betitwall???nailSoily.?itope?stabisllon?on?ofopes,pii?Foundatof?excavatt?i?slty?ihe?stabilincrease?t?ng?effect,xiy?fils?voli?untitarierentf,?e?difng?walls?arete?ainiand?s?roltpassiisupporve?t,?ng?rwalli?nailsoiy?l?oft?abilislope?stype?ofs?a?ti?wall???nail2?soi1.onmenthe?2.envirsurng?l.?rounding?tfectio?es?tavoid?afmixil?on??soiofhe?ng??cementconstand?ipilructne,n?tied?l?iowing?ton?and?the?allhe?i?y?rsurused?ick,roundin?posit?onllowed?by?tng?envirhifolonmentarge,?too?splls?acementhe??idimiti?tmeasures?tches?and?o?lother??ars?he?be?done?may?thiarpitbetge,s?ers,ween??length?lhe?ipin?t?ty?especiisplal?acement,arge?dilvely?latihe?rels?tirst?ithe?f:?he?on?iaiown?downtn?tning?walretsadvantarea?even?more?so?ll?ages?ofages.advantconstry,?uct?soi?cement?Dightilon,?squeeziutng?iess?slise,poll?lon,?noibrmorly?aton?e?ypicaliwiconsteconomical?thout?ructght;vi?twatieraitining,?retunctions?has?ofdigging;dual????f?aining.ret