The Innovation Of Online To Offline Distribution Channels In Furniture Industry

Combining the characteristics of industry of its own,the thesis studies the in novation mode of 020 distribution channels in furniture industry,the transform ation to 020 mode,and the contradiction resolution between online and offline activities.Employing methods of literature summarizing,investigation,compara tive analysis,method of induction and practice.The thesis analyses the present situation in which furniture enterprises are making attempts to apply 020 mod e,as well as a number of successful application cases.Some features and prin ciples which have been practically tested are generalized.Approaches of distrib ution channel innovation are summed up.The research shows that the mode of 020 is to transform the traditional distribution channel in furniture industry to a innovative specific combination w ay of Online To Offline.The construction of distribution channel basically incl udes online platforms,online self-run stores,offline one-stop experience store,mall stores,specialty stores,passenger flow stores,VR stores,and the mutual ex change mechanism among them.The innovation of 020 distribution channels originates in the situation that the industry has transferred from a production centered market to a customer-centered market.Enterprises should attach more importance to user experiences.Many traditional industries have been changed by the internet,but furniture ind ustry still owes its existence to the experiences of real objects.Therefore,the e ssence of the innovation of 020 distribution comes from improvement of custo mers' experience.Online and offline relationship can be well handled by makin g use of internet advantages on one hand and upgrading offline service on the other.020 mode of furniture enterprises demand a systematic tooled analysis and a method guidance to develop targeted products,upgrade scene displa y and experienced marketing display by Innovatively mastering information and intelligent technology.We can obtain more online customers and better offline customer experiences through the research by exerting 020 mode advantages a nd Integrating resources.Tentatively,this thesis proposes to fulfil the innovation of 020 distribution channels by building three sections of pre-sale,in sale and after sale,which c onsist of nine dimensions:value shaping,returning customers' effect,new custo mers' effect,physical store marketing,online retailers marketing,O2O marketin g,order-to-delivery,customer satisfaction and customer referrals.