中国建筑装饰行业电子商务模式研究

发布时间：2019-06-01 08:41

【摘要】： 建筑装饰行业作为建筑业的重要组成部分,近些年发展迅速,但国内建筑装饰行业主要交易还是依靠传统的营销渠道,交易成本居高不下,这在一定程度上影响了该行业的进一步发展。很多企业和机构对电子商务做了很多尝试,但因为传统的电子商务模式并不符合行业特点而屡屡失败,业内亟需建立可供建筑装饰工程材料供应商与承包商共同使用的符合行业特点的电子商务模式下的信息化交易平台。本文从营销理论、价值链、电子商务模式等理论研究出发,通过对建筑装饰行业现有的营销模式、业务流程和价值链进行分析,特别是其中建筑装饰工程材料供应商、承包商的特点和在行业营销中的角色关系,以及对交易成功的作用等进行分析,找出其中的关键节点——设计活动和设计师,结合行业需要规范的采购清单的背景,确定建立以网上材料采购清单制作系统为基础的电子商务平台。进一步对新的电子商务模式建设和运营资金来源、市场主导方以及价值链分析、行业管理现状进行分析,确定新模式下的电子商务平台实施主体应为行业协会,同时对实施主体的组织架构进行了初步分析和设计。然后对新模式下的建筑装饰行业电子商务平台模块结构进行了分析和设计。确定新模式下的电子商务平台需要包括网上材料采购清单制作系统、建筑装饰材料采购系统、设计师个人工作平台、设计施工企业工作平台、建筑装饰材料供应商工作平台等几个重要模块。最后对新模式的建筑装饰行业电子商务平台成本和盈利模式以及必须要解决的其他问题进行了简要的分析。
[Abstract]:As an important part of the construction industry, the construction decoration industry has developed rapidly in recent years, but the domestic construction decoration industry still relies on the traditional marketing channels, and the transaction cost is high. To a certain extent, this has affected the further development of the industry. Many enterprises and institutions have made a lot of attempts on e-commerce, but because the traditional e-commerce model does not conform to the characteristics of the industry, it has repeatedly failed. There is an urgent need to establish an information trading platform in accordance with the characteristics of the industry, which can be used by suppliers and contractors of construction decoration engineering materials in accordance with the characteristics of the industry. Based on the theoretical research of marketing theory, value chain and e-commerce model, this paper analyzes the existing marketing mode, business process and value chain of the construction decoration industry, especially the suppliers of architectural decoration engineering materials. The characteristics of the contractor and the role of the contractor in the industry marketing, as well as the role of the success of the transaction are analyzed, and the key nodes, the design activities and the designer, are found out, combined with the background of the procurement list that needs to be standardized by the industry. Establish an e-commerce platform based on the online material purchase list making system. Further analysis of the new e-commerce model construction and operating capital sources, market leaders, value chain analysis, industry management status, determine that the implementation of the new model of e-commerce platform should be the main body of trade associations, At the same time, the organizational structure of the implementation subject is analyzed and designed. Then the module structure of e-commerce platform in architectural decoration industry under the new mode is analyzed and designed. It is determined that the e-commerce platform under the new mode needs to include the online material purchase list making system, the building decoration material purchase system, the designer personal work platform, the design and construction enterprise work platform, Several important modules, such as building decoration material supplier working platform. Finally, the cost and profit model of e-commerce platform in the new model of architectural decoration industry, as well as other problems that must be solved, are briefly analyzed.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F724.6;F426.92

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