家具消费者购买行为分析及对策研究.doc

沈阳理工大学学士学位论文 PAGE PAGE IV 摘 要 改革开放以来，我国家具行业发展迅速，成为国民经济新的增长点。从手工半手工到机械半机械化，从传统到现代，从简单的储物装置到环保的绿色家具，我国家具行业的发展历程中充满了变革。家具是点缀人们生活的必需品，并随着人们生活的变化而改变。消费者生活水平的提高，对家具产品的要求也越趋严格，家具行业的竞争越来越激烈。 本文首先论述家具消费者的购买行为，了解不同的家具消费者有不同的需求，表现出不同的行为；然后从社会阶层、地域文化差异、个人等各方面对影响家具消费者购买行为的因素进行分析；阐述家具市场的现状，发现家具市场的问题，进而针对当前家具市场中存在的问题提出了进一步治理的营销对策。文章的最后对我国家具市场发展的未来进行了展望，只要我们能够充分认识发展过程中潜在的危机，及时治理不良现象，并尽快完善相关的法律法规，我国家具行业可以实现健康平稳的发展。 关键词：家具市场；绿色家具；消费者行为；营销对策 Abstract Since the reform and open policy, our country furniture profession development has been rapid, becomes the national economy new point of growth. From the manual half handwork to the machinery semimechanization, from the tradition to the modern age, from simple Chu installment to environmental protection green furniture, in our country furniture profession development course has filled the transformation. The furniture embellishes the essential item which the people live, and the change which lives along with the people changes. The consumer lives consciousness enhancement, also more hastens to the furniture product request strictly, the furniture profession competition is more and more intense. This article first elaborates the furniture consumers purchase behavior, understood the different furniture consumer has the different demand, displays the different behavior; Then from the social class, the region cultural difference, individual and so on all quarters purchases the behavior facing the influence furniture consumer the factor to carry on the analysis; Elaborated the furniture market present situation, discovered the furniture market the question, then the question which existed in view of the current furniture market in proposed further governed marketing countermeasure. The article finally has carried on the forecast to our country furniture market development future, so long as we can know fully in developing process latent crisis, governs the undesirable tendency promptly, and consummates the related legal laws and regulatio