北京居然之家线上线下销售管理模式研究

北京居然之家线上线下销售管理模式研究[摘要] 随着中国改革发展的持续深入推进，城镇化成为了打破城乡二元化社会的一剂良方，已经成为了未来发展的大势所趋。在村民进城上楼的同时，背后则是数以万计的家庭对各类家居建材的刚性需求，使得国家对家居建材行业的未来发展趋势看好。在这样持续向好的势头下，居然之家评价家居建材行业“领头羊”的，继续在线上、线下开拓自己的渠道市场，却遭遇了不少阻滞，严重制约了居然之家的短期扩张与长远发展。本文以北京居然之家为具体研究对象，综合运用文献查阅、案例分析、实地调研及问卷调查等研究方法，深入分析北京居然之家线下销售管理的优势、劣势，机遇以及挑战，再通过对比分析方法研究北京居然之家线上销售管理与淘宝家居、美乐乐以及齐家网三家竞争平台的优势、劣势对比，进而针对性的提出了强化线上线下渠道成员沟通机制、线上线下产品统一化、做好线下宣传、实现线上引流以及创新 O2O 加速线上线下渠道融合四项有效对策。[关键词] 居然之家 线上线下销售 管理模式IResearch on the management model of online and offline sales of Beijing Easyhome [Abstract] With the continuous deepening of China's reform and development, cities and towns have become the trend of the future development in order to break a good prescription for the two yuan society in urban and rural areas. While the villagers go to the city to go upstairs, there are tens of thousands of families with rigid demand for all kinds of home building materials, making the country good for the future development trend of the home building materials industry. In this continuous good momentum, the home building materials industry of the home evaluation of the "leader", continuing online and offline to open up their own channel market, but encountered a lot of block, seriously restricting the short term expansion and long-term development of the family. Taking the family of Beijing incredibly as the specific research object, this paper comprehensively uses literature review, c...