Research On The Transformation Of Online And Off-line Marketing Strategy Of Mordwood Furniture Business Of FM Company

In recent years,with the continuous development of networktechnology and the continuous attention of the country,the rapid development of Internet business has become the main driving force for the development of the National retail industry.However,the mahogany furniture industry in China has encountered great problems in the process of growth.Although this trend has slowed down,the industry has rapidly shrunk.Overall,China's mahogany industry is still bottoming out,and the search for new growth points is imminent.Compared with the previous growth of mahogany furniture sales channels,China's mahogany furniture industry network marketing market development space is quite large.For mahogany enterprises,network sales is a new marketing channel,with broad market prospects and full of opportunities.However,due to various factors,Chinese mahogany furniture network marketing is still in its early stages,and its growth is very slow;How to improve the competitiveness and profitability of the company based on the development of business model is the subject of this thesis.After a lot of visits,research and analysis of the phenomenon,this paper summarizes the conclusion that furniture enterprises improve their competitive advantage and surplus ability through the evolution of business model.There are two stages in the evolution of the business model: first,the development and accumulation.After the traditional offline BTB business model,a new type of marketing method has emerged and the traditional form of furniture consumption has been transformed.However,the credibility of the business and the quality of the goods are difficult to let consumers agree.In addition,the after-sales service of these businesses does not meet the requirements,and the lack of sufficient types of goods hinders the development of enterprises to varying degrees.Under the Internet BTB business model,companies improve their corporate image and improve the quality of products by creating related e-commerce platforms.The most prominent problem under this model is the consumption process without offline experience.In the O2 O network marketing model,not only the cable platform but also the characteristics of the offline experience shop.Through the difficulties encountered in various stages of development,and draw up relevant experiences to promote the development of business models;Generating new business models: In the evolution of B2 B to O2 O business models,relying on setting up offline experience stores,creating platforms for companies and retailers,and creating one-stop shopping sharing online platforms;The difficulties in solving the transition from B2 B to B2B2 C to O2 O business model evolution.This paper gives full consideration to the dynamic mechanism of FM's evolution from B2 B,B2C to B2B2 C to O2 O business model.Provide FM with new research goals to increase its competitive advantage and surplus strength.In promoting the current Internet furniture enterprises to improve their own competitiveness,but also improve their own strength,and at the same time broaden the Internet and traditional industry integration thinking.