【作者】 张国军；

【导师】 高春鸣；

【作者基本信息】 湖南大学 ， 设计艺术学， 2011， 硕士

【摘要】 近年来，家庭装修装饰行业飞速发展，已经成为我国国民经济的支柱产业之一。但是，目前我国家庭装修行业面临很大困境。在政策缺失、市场混乱等多方面不利因素的影响下，房地产商、建材家居产品供应商以及装修公司各自为政的盈利模式已经不再符合整个行业的生存和发展要求。随着数字化技术和互联网经济的蓬勃发展，这种商业模式已经无法满足人民群众日益增长的个性化、多样化和专业化的装修需求。消费者的需求在呼唤市场主体经营和服务模式的创新与变革。家庭装修领域各企业只有通过商业模式的创新，才能提高企业的竞争力，才能赢得市场的主动权。家装行业较差的市场满意度和良好的市场成长率潜藏着新的商机。本论文以研究家装企业在数字化背景下的商业模式创新为主体。通过对依靠数字化平台商业模式成功的企业案例及SWOT分析，结合在线家装平台的发展概况，提出了基于数字化平台的联合品牌商业模式。本文的创新点在于对数字化平台商业模式和联合品牌的发展进行了剖析与研究，并以此构建了基于数字化平台的家装联合品牌商业模式。本文通过对数字化平台商业模式和联合品牌的分析，结合对家装消费者的调研，综合当前家装市场存在的问题，对整个家庭装修行业进行资源整合。把家装各企业著名品牌组成以户型数据为基础的大型家庭装修数字化平台联合品牌，该平台由房地产商、建材供应商、家居供应商、软装供应商、装修装饰设计公司和专业的装修施工公司构成。该联合品牌提供家装一体化的服务体系，可满足全装修、二次装修、局部装修等不同装修阶段不同消费者的家装需求。本研究从实践的探索和理论的高度寻求切实可行的思路解决家装行业发展所面临的问题，以期实现学术理论与社会实践更好的结合。更多还原

【Abstract】 In recent years, the home decoration industry has a rapid development . It hasbec ome one of the pillar industries in our national economy. However, the homedecoration industry in China is facing great difficulties at present. Under the influenceof many negative factors such as lack of policy and market turmoil, the propertydeveloper, building materials and home products suppliers, and decoration companies ’profit model ha s their own way, which no longer meets the industry’s survival anddevelopment requirements. With the development of digital technology and internetbooming economy, this business model can not meet people’s increasingpersonalization, diversification and professional decoration needs. The needs ofconsumers call innovation and chang e of business and service models of marketplayers . The field of home decoration enterprises , only through business modelinnovation, can improve the competitiveness of enterprises and win market initiative.The poor market satisfaction and good market growth of home decorationindustry are hidden in new business opportunities. The paper’s core is study ing thebusiness model innovation of home decoration enterprise in the digital context. Byrelying on the digital platform of the successful business model and the SWOTanalysis of business cases, combined with the overview development of the onlinehome decoration platform, the co-branded business model is proposed based on thedigital platform.The innovation of this paper is on the digital platform business model andco-brand development analysis and research, build the home decoration co-brandedbusiness model based on digital platform. Based on the analysis of digital platformbusiness model and co-branded, combin ing consumer research on home decoration ,integrating the problems in the current home decoration market, the thesis make aresource integration for the entire home decoration industry. The famous homedecoration brands are composed of large data-based home decoration co-brand digitalplatform .The platform consists of real estate, building materials suppliers, homesuppliers, interior decoration suppliers , decoration design and specializedconstruction company. The co-branded provide integrated home decoration service . Itcan meet the whole decoration, re-decoration, partial decoration and other consumersat different decoration stages of different consumers’ needs. The thesis explore s the practical solution to solve the problems faced by the home decoration industry fromthe point of view of practice and theory, in order to achieve a better combination withacademic theory and social practice .更多还原