互联网家装外文文献翻译.docx

互联网家装外文文献翻译.docx

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互联网家装外文文献翻译

文献出处：

JudsonE.BusinessmodeloftheInternet+homerenovation[J].JournalofHousingandtheBuiltEnvironment,2016,2

（1）:

69-78.

原文

BusinessmodeloftheInternet+homerenovation

JudsonE

Abstract

TheInternethasbeendevelopingrapidlyintoday'sworld,itnotonlychangeourwayoflifeisalsochangingthebusinessform,andthischangewillcontinuetoexpandthetrendtocontinue.Becauseofasymmetriccompetition,forthetraditionalenterpriseatanytimebycombinedwiththeInternetthenewbusinessmodelofsubversionoftherisk,hastheabsolutepowerofindustryleadingenterpriseshasnotyetproduced,allkindsofInternet+domesticoutfit'sbusinessmodelintheexplorationstage,businessoperationsofthecompaniesareinastateoftheir.HomeimprovementindustrybecauseoftheInternetintothemorerapiddevelopment,inordertoadapttothischangewithinanyindustryenterprisemustaccordingtotheirmarketpositioning,suitablefortheirowndevelopmentroad.

Keywords:

familyadornment,Internetbusinessmodel

1Introduction

Intoday'sworldtheInternetbusiness,notonlyinthehumanwayoflife,andinacompletelydifferentformbeforegoingontheredistributionofwealthandresourcesaspect,itviolentlyhittingthetraditionalmanagementconcept,themarketingstrategyfromallwalksoflifeandthemanagementpattern.Enterprisesurvivalenvironmentandtheinherentlawintheprofoundchanges,atraditionalindustryandrefactoring,acommercialmythincopy.Asmallenterprise,evenpersonalaslongasyouhavegoodideaswillbeunlimitedInternetenlargedrapidlyspreadtothecountryandtheworld.Internetrevolutionandindustrialrevolutionimpactontraditionalbusinessmodel,fromallwalksoflifetothedevelopmentoftheInternetbusinesshasavastandbeautifuloutlook,butprospectsdonotrepresentcanbringbenefitstogrowfast.

FromthecurrentsituationofthedevelopmentoftheInternetbusinesssituationisnotoptimistic,suchastraditionaldomesticoutfitmixedbusinessmodel,businessmodelhasyettofinalizethedesign,thecompetitivelandscapeforform,eachintotheenterpriseisinastateofrespectivemodelerror.Ontheotherhand,duetothetraditionalmodelintheprocessoftradingandserviceofinformationasymmetrybetweenthesellerandthebuyer,theessenceofbuyersthansellers"socialphenomenon.Stepbystep,andtheInternetiseliminatingtheasymmetricinformation,sothatthemanufacturerorthesellerbyinflatingprofitmodeofoperationwithoutthelivingspace,onlyby"people-oriented"arousethecreativityofteam,tospeedupthecustomerresponsetimeandimprovethelevelofcustomerservice,toachievethesustainabilityofearningsgrowth.

2TheInternetbusinesstheory

2.1Thelongtail

"Longtail"isactuallyastatisticalPowerlaw（PowerLaws）andParetodistribution（Paretodistributions）characteristicsofacolloquialexpression.Inthepast,peoplecanbringenterprisesonlyfocusonthemainbenefitsofimportantcustomers,suchasusingthenormaldistributioncurvetodescribethesepeople,enterprisesonlyfocusonthe"head"partofthecurve.Whileinthecurve"tail"thatsomepeople,needtospendmoreenergyandcosttoattentionto.Forexample,whensellingproducts,manufacturerofafewso-called"VIP"customers,"notime"inthemostordinaryconsumersinnumber.AndintheInternetage,asaresultofthefocusoncostgreatlyreduced,peoplearelikelytofocusonnormaldistributioncurveatverylowcostof"tail",andinthe"tail"oftheoverallprofitsandbenefits,sometimesmorethanweusedtofocusonthe"head”.AndersonarguesthattheageoftheInternetistopayattentiontoandtheexcavationofthe"longtail"benefitera.

Andtraditionalindustryduetospacelimitations,suchasregionalforat80%onthefarsideoftheprocessofprovidingservicesorgoodsfromthecustomerstopaythecostofhighcost,andduetoasymmetricinformationsavethecauseofthehighcostofscattered,hasbeenfocusingonthelargecustomerservice.TreasureandbalanceovertheInternetinallpartsofthecountryonthefarsideoflow-incomegroupsofsmallconcentratedintoofalibaba,alotofmoney.Problemssuchaseasilyleadtocustomersdoesn’ttrust.TheemergenceoftheInternettobreakthelimitationofthetraditionalmodel,make80%oftheignoredintraditionalindustrycustomerservicepossible,alsoiscalledtheremoteclientcanrealizescale.Thisaspectofthetypicalcaseisthebalanceofalibabatreasure,traditionalcommercialBanksduetosmallcustomerstooscatteredthecauseofthehighcostof,hasbeenfocusingonthelargecustomerservice.TreasureandbalanceovertheInternetinallpartsofthecountryonthefarsideoflow-incomegroupsofsmallconcentratedintoofalibaba,alotofmoney.

2.24ptheory

4ptheoryisatheoryofmarketing,themeaningfortheproduct,price,channel,promotion.TheearliestisProfessorJerryMcCarthy（JerryMcCarthy）inits"Marketing"（theMarketing,thefirsteditionwaspublishedin1960）putforwardtheMarketingtheory.ButintheInternetage4ptheoryalsohadthenewunderstandingandchange.

Product,theconsumeristhebestproductmanagers,traditionalindustrialthinkingistheenterprisetoprovideproductsandservices,throughmarketing,promotionandothermeanstomakeconsumersbuywinmarketshare.TheInternetunderthethinkingoftheproductisfullyconsidertheopinionsoftheconsumers,customizeproductaccordingtoconsumerdemand,customersparticipateinproductdesign,beforetheproductsdidn'tcomeout,consumershadalreadydecidedtobuy.Price,highadditionalvaluetowinpremium,thepricesofsimilarproductstheageoftheInternetbecomesmoreandmoretransparent,consumersbegintograduallymastertheproductpricinginitiative.Consumersarewillingtoavalue-added,connotationcanbringtheirbodyandmindcheerfulproductspayahighprice,butreluctanttomeettheoneonlyusingthepracticalityofproductsspendapenny.Consumershavethemeasureofthepriceofeachproductstandard,enterprisepricingbehaviorofunrequitedlovewillnotworkinthisera.IntheeraofmobileInternet,agreatchangeofthepricealso,herereferstothechangeofproductpricingmechanism,"free"becomepopularinInternetproducts.Channel,thetraditionalcommercialchannelconceptgraduallydisintegrated,theageoftheInternetenterprisecandirectcontactwithconsumerstointeract,theconstraintsoftheterminalwasbrokenbytheInternet,thechannelsfortheking'stimeschangehasbecomethepast,thepastlayersofagentssuchascomplexterminalsalesmodelbyInternetbusinessgraduallycollapse.Salespromotion,frompricedumpingtointeractwithconsumer’sdepth,promotionofthetraditionalindustrialthinkingistoreducepricesinordertopromoteproductsales,theso-calledpromotionintheInternetmodechangedendsandmeans.Interactwiththedepthofthefansbecomepromotionpurpose,Internetmodeisnotonlylowertheprice,thedumpingproducts,andmoreofteninordertogiveextraexperience,increasetheviscosityoftheconsumerstothebrand.

3TheadvantagesofInternetbusinessmodelinhomerenovationindustry

3.1TheInternetbreakstheinformationasymmetry

The"invasion"oftheInternetofdecorationindustrywhichlinkswouldbeaffected?

Firstofallbrands,canprovidecost-effectivematerialsenterpriseswillbetheusertoselect,theInternetmakinginformationtransparent,brandshopethroughmarketingalonedon'tworkfortheeraofconsumerpsychology,theageoftheInternetuserexperiencefirst;Followedbyagentsanddecorationenterprise,thetwolinksareintermediarynature,earnpricedifferenceasthemainmeansofprofit,theagentsandtraditionalretailstoresundertheimpactoftheInternetplatform,thefuturemaybemuchless,andthetraditionaldecorationcompanies,morelikeacollectionthemediationofdesigners,construction,materialsuppliers,iftheusercannotverygoodpainpointsout,itiseasytoalsocanprovidetheabovecontentoftheInternetplatformreplaced;Intraditionaldecorationenterpriseisthemostmaindesignermaygetpartofgrayincome,andtheInternetwilleliminatethispartwillbeinthefuture.DisintermediationistheadvantageoftheInternet'smostprominent,consumerscanchooseaccordingtotheirownneedsbrands,afterchoosingbrandscandirectlycontactnegotiations,consumerswillbecomemorefreedomhavetheinitiative.Althoughenterprisecertainlywillexistinthefuturehomeoutfit,butcan'tchangewithcustomerneedsandmarketofenterpriseswillbeeliminated.

3.2Breakthespaceconcepteffectivelyandreducethecost

Internetintelligentwilllethouseholddecorationindustrydisruptivechange.Pastacitystoresonly3~5home,nowextendedtodozensofbusinessmenusegeographydistancetogettheuser,storecost,manpowercost,etcisthegrowthofthegeometricseries,andnosignificantincreaseineachcitymarketdemand,itisundoubtedlyawaste.TheemergenceoftheInternetisverygoodsolvingtheproblemofthegeographicalposition,ithasnoboundary,completelybasedontheuser'sperceptionofyou,toyoursupplychainlayout.Businessescanthroughonlinedisplaycase,theprocessofinteraction,decoratediarytoshareandguidetheuser'sdecisiontobuy,thefirsttimeshortenthedistancebetweentheconsumersandthegoodsinside,topromotethesuccessofthedeal,anditsnetworktobuildastrongplatform,inthefieldofitishouseholdbuildingmaterialsverticalletbusinesses,users,tripartiteplatformtoachievewin-winsituation.

4Internethomerenovationenterprisebusiness