我国互联网家装行业现状研究与未来展望(硕士)(论文46000字)
Research and future prospect of present situation of internet home decoration industry in China
摘 要
传统家装行业的旧生态环境已经陷入了一个可怕的恶性循环。一方面，广大消费者处处提防装修公司，生怕真相被隐瞒基本权力被剥夺；另一方面，如今的家装公司也没有什么优势可言，唯一的手段就是不断地报以更低价位力求吸引消费者。设计师为了迎合消费者的需求则慢慢地沦为绘图员，设计图纸简单重复机械化，为公司利益想方设法从消费者身上寻找更多的利润来源。在这种商业模式下，市场交易成本之高难以为续，整个行业已到了不可持续的地步。无可避免，传统家装行业已经成为互联网要颠覆的下一站。
由于传统的家装方式已经远不能再现如今大众大众消费者的需求，随着时代的进步与发展暴露出更多的弊端与缺陷。互联网家装企业正是抓住了这样的机遇，迎来了发展的春天。在互联网的大环境下，互联网O2O家装平台应运而生，并迅速占领了市场。这种针对各类消费人群的互联网家装平台以其低价、透明、快速的特点迅速俘获了大量消费者，在互联网时代，家装产品的透明度第一次呈现在消费者面前。
互联网家装O2O平台相对于传统的家装公司而言，具有更简单、更方便、更省事，同时拥有更高的性价比等优势。这一种全新的装修方式在“互联网+”的背景下，充分融合应用互联网思维和互联网技术，创造了一个全新标准的产业链。
各类各式各样平台如雨后春笋般冒出，颠覆着传统家装行业各个环节各个方方面面。当“风”过后，如何能继续“飞”起来，如何能继续在这个市场上生存下去，是每个互联网家装平台当前必须认真考虑并想方设法解决的难题。而随着互联网技术、物联网技术、智能家居等行业的不断更新换代，未来互联网家装行业将如何向前发展则是本文重点讨论的第二大部分内容。
本文研究的基本思路与方法包括对我国国内现阶段各类型互联网家装平台进行分门别类，研究分析其优缺点，其商业模式是否可持续性发展，最后提出具体意见与建议，并给出未来互联网家装的发展方向及可能性猜想。
本文主要可分为两大部分，共四个章节。第一部分主要介绍互联网家装诞生的行业背景与市场大环境；第二部分为论文的主体部分，包括互联网家装如何颠覆传统家装行业、互联网家装的现状、未来的发展趋势共三个章节。
由于互联网家装这两年才开始崭露头角，国内该行业也是刚刚起步，国内外对互联网家装的研究目前来说还比较少，可供参考的资料和研究的案例以及相关数据都十分有限。希望能利用较为有限的文献和案例，对现阶段互联网家装进行较为全面的分析，提出较为可行的方法，给出较为确定的未来发展前景。
关键词：互联网 家装 O2O 现状研究 未来展望
ABSTRACT
Traditional home decoration industry's old ecological environment has been caught in a terrible cycle. On the one hand, consumers of a decoration company is full of distrust and Always beware of; on the other hand, a lower price competition is the only way for decoration companies, constantly responded with lower price in order to attract consumers, and designers become draftsmen further stimulate the grey interests chain, rack one's brains from consumers to squeeze more profit. In this business model, the high cost of market transactions is difficult to continue, the entire industry has reached a point of unsustainable. Can’t be avoided, the traditional home decoration industry has become the next station what the Internet about to subvert.
The reason that the mode of traditional home decoration has so many loopholes and shortcomings, gives the Internet home decoration companies a great opportunity for development. In the Internet environment, the Internet O2O home decoration platform emerged as the times require and gradually occupied the whole market. This which for all kinds of consumer groups of the Internet home decoration platform with its low-cost, transparent, fast characteristics quickly captured a large number of consumers, in the Internet era, the transparency of home decoration products for the first time in front of consumers.
Internet decoration O2O platform is under the background of “Internet +”, with Internet thinking and Internet tools, solve the existing problems of traditional decoration business, get through the intermediary, the channel and the standardization, optimization and integration of the decoration industry chain, to subvert the customer experience of traditional decoration business, making home decoration become more simple, more transparent, more rest assured, less worry, more refined price higher.
Various types of platforms have sprung up, subverting the traditional home decoration industry in all aspects of the various aspects. When the wind goes down, how to continue to fly up, how to continue to survive in this market, is the current need to seriously considering and the difficult problem to solve of every internet home decoration company. And with the Internet technology, technology of Internet of things, smart home and other industries continue to update, the future of the Internet industry will be how to move forward is another focus of this paper to be discussed in the second part of the paper.
Including in this paper, the basic ideas and methods at the present stage various types of Internet decoration platform of our country classify, research and analysis of their advantages and disadvantages, its business model is sustainable development or not, and finally puts forward specific opinions and suggestions, and gives the future of Internet decoration development directions and possibilities.
Mainly divided into two parts altogether four chapters, the first part is the introduction, introduces the birth of the Internet home decoration industry, background and market environment; the second part is the main part of the paper, including how to subvert the traditional home decoration industry, Internet home improvement, and the future development trend in three chapters.
As the Internet home decoration this year began to emerge, the domestic industry is just beginning, research on Internet home decoration in domestic and international at present is still relatively rare, for reference and research the case and related data are still very limited. Hope to use the more limited literature and cases, the current stage of the Internet home decoration for a more comprehensive analysis, and put forward a more feasible method, to give a more certain future development prospects.
KEYWORDS：Internet home decoration O2O present situation research
future prospect
目 录
第一章 引 言 1
第一节 互联网家装诞生背景 1
一、传统行业背景 1
二、互联网行业背景 1
三、O2O的本质和运作模式 3
第二节 研究思路与方法 4
第二章 “家装+互联网”如何改变传统装修 6
第一节 流程更加透明化，装修更加标准化 6
第二节 打破信息不对称，去中介化 7
第三节 改变设计师靠回扣生存的现状，打造设计师品牌 8
第四节 家装“支付宝”模式更大地保障消费者权益 9
第五节 更靠谱的家居软装消费 9
第六节 一站式解决方案 10
第七节 装修公司或将变为施工服务提供商 11
第八节 互联网家装真的在“网”上就能实现 11
一、确定装修风格 12
二、选择装修公司的设计师，或对心怡的设计师进行网上竞标 13
三、选择建材网络平台进行建材选购 13
四、装修期间用移动互联进行网络监工 13
五、家具软装选购，或可通过网络买手进行咨询，或购买网络买手提供
的方案 14
六、售后服务、售后评价与事后监督 14
第三章 我国现阶段互联网家装主要商业模式 16
第一节 知名电商大平台，24小时大型线上超市 16
第二节 定制企业，家居整合平台 18
第三节 大家居材料商，横向触网 19
第四节 传统大型家装公司，专业程度无可匹敌 20
第五节 家装推荐平台，百花齐放各有所长 21
第六节 跨界整合商，跨界思维异军突起 23
第七节 大型垂直类平台，真正的家装一站式 25
第八节 地产巨头触网家装，把业主的钱再赚一遍 26
第九节 线上线下实体店连锁 “一体两翼”大战略 28
第十节 家装设计平台 以“设计”为轴 29
第四章 互联网家装行业未来展望 31
第一节 未来互联网家装或将由一家或几家巨头企业垄断 31
第二节 互联网+物联网 34
一、物联网的发展状况 34
二、物联网的未来想象空间到底有多大？ 35
三、互联网和物联网需要创新设计 35
第三节 互联网家装与智能家居 36
一、智能家居的发展状况 36
二、智能家居的未来前景 36
三、智能家居与“互联网+” 37
四、互联网家装是智能家居的最理想切入口 37
第四节 免费——家装的未来商业模式 41
一、免费商业模式的理论基础 41
二、国外免费商业模式的成功案例 43
三、免费的互联网家装 47
参考文献 49
致 谢 52 |
