摘要电子商务的快速发展推动着实体经济与虚拟经济之间的有效对接。我国有庞大的互联网市场，网络购物已经成为一种新型的购物模式被更多消费者所认知和选择。每一个行业如何实现互联网对接都需要各方加以思考和探究。本地化的线上线下消防模式形成了o2o商业模式，这种模式具有突出的实效性和专业性。家装行业的o2o平台构建有助于家装产业链的形成，通过产业链提升全行业竞争力，同时降低行业成本，使家装能够充分体现在线平台优势，更好惠及于广大消费者，满足于市场消费的实际需要。产业链管理是一个综合性问题，需要企业有所思考和探索。本次研究坚持以理论与实际的结合作为研究基础，使研究的实效性更为突出，进而使研究主题能够得到科学细致分析，获取理想研究成果。73723

The rapid development of electronic commerce promotes the effective link between the real economy and virtual economy. There are massive Internet market in China, online shopping has become a kind of new shopping mode by more consumers cognition and choice. Every industry how to implement docking Internet needs to be thinking and exploration on the parties. Localized online fire patterns formed the o2o business model, this model has the prominent efficiency and professionalism. Home improvement industry o2o platform construction contributes to the formation of domestic outfit industry chain, enhance competitiveness of the whole industry through industry chain, at the same time reduce the business cost, make domestic outfit can fully embody the advantages of online platform, better benefit to consumers, content with the actual needs of the market consumption. Chain management is a comprehensive problem, requires the enterprises thinking and exploration. The study adheres to the combination of theory with practice as the research foundation, make the research of effectiveness is more outstanding, which make the research topics can be scientific and detailed analysis, to obtain ideal results. 

毕业论文关键词：家装； 020； 产业链；

Keyword:  Domestic outfit ； O2O； industry chain

目    录

引言 4

第一章 家装O2O平台产业链管理相关理论 4

1.1. O2O平台相关理论研究 4

1.1.1. O2O概念界定 4

1.1.2. O2O平台 5

1.1.3. O2O 商业模式特点 6

1.2. 家装产业链管理相关理论 6

1.2.1. 家装产业链组成要素 7

1.2.2. 家装产业链管理重点 8

第二章 家装020平台产业链管理现状及尚存问题分析 8

2.1. 家装020平台产业链管理现状 8

2.2. 家装020平台产业链管理尚存问题分析 9

2.2.1. 消费者层面 9

2.2.2. 企业层面 10

2.2.3. 家装行业特殊性 10

2.3  实证案例的研究 10

2.31  案例：土巴兔产业链管理模式的SWOT分析 11

第三章 家装020平台产业链管理措施 14

3.1. 强化020产品体验推广 14

3.2. 引导消费者参与产业链 15

3.3. 规范行业行为 建立产业链体系