顾家家居网络营销策略研究

Research on Network Marketing Strategy of Gujia Home

摘要: 在内外因素复杂的相互作用的影响下，家居行业面临线上线下融合销售的挑战。网络信息技术的发展为顾家家居开拓线上市场、扩大市场份额提供了绝佳方式，与此同时也伴随着更激烈的竞争。本文以顾家家居股份有限公司为研究对象，运用营销理论对顾家家居开展网络营销的市场定位以及产品、价格、渠道、推广策略现状进行深入分析，发现顾家家居网络营销中存在品牌定位升级可能导致老顾客群流失、轻研发导致缺乏差异化明显的产品、价格不具竞争优势、以及售后服务效率低的问题。借鉴其他企业先进经验，从增加品牌挚友挽回流失市场、加大研发力度以推出更个性化商品、适度降低价格以提高市场占有率、增加服务补救措施提升售后体验等方面提出针对性的改进措施。

Abstract: Under the influence of the complex interaction of internal and external factors, the furniture industry faces the challenge of integrating online and offline sales. The development of network information technology has provided an excellent way for Gujia Home to explore the online market and expand its market share, while at the same time, it is accompanied by more fierce competition. This paper takes Gujia Home Co., Ltd. as the research object, and uses marketing theory to conduct an in-depth analysis on the market positioning, product, price, channel and promotion strategy of network marketing of Gujia Home. It is found that in the network marketing of Gujia Home, the upgrading of brand positioning may lead to the loss of old customers, the lack of differentiated products due to light research and development, the price is not competitive, and the efficiency of after-sales service is low. Drawing on the advanced experience of other enterprises, we propose targeted improvement measures to regain lost market share, such as increasing brand ambassadors, launching more personalized products through enhanced R&D efforts, moderately lowering prices to improve market share, and enhancing service recovery measures to enhance post-sales experience.