新消费时代下东阳红木家具产业的创新思考

Thoughts on Industrial Innovation of Dongyang Rosewood Furniture Industry in New Consumption Era

新消费时代背景下,东阳红木家具产业的发展遇到瓶颈,主要问题有生产模式传统单一、产品缺乏设计、品牌文化未能深入建设、销售模式依靠传统和售后服务未形成统一体系。为更好地促进红木家具产业的可持续发展,通过市场调研和企业走访的方法,结合新消费时代的特点,从生产模式、产品设计、品牌文化、销售模式和售后服务5个视角提出东阳红木家具产业创新发展的观点。通过改变企业传统生产模式,增加企业现代化智能生产设备,优化家具产品造型设计,提升品牌文化,创新营销模式多元化及发展新型售后服务的方法,促进红木产业转型升级,为东阳红木家具产业可持续发展提供依据和方向,并提出地方政府应该大力宣传和引导企业,鼓励其创新发展。

Under the background of the new consumption era,the development of Dongyang rosewood furniture industry has encountered a bottleneck. The main problem is the single traditional production model,lack of product design,brand culture has not been in-depth construction,sales model relying on tradition,after-sales service’s unified system. To better promote the innovation and development of rosewood furniture industry,we put forward the viewpoint of industrial innovation development from production mode,brand culture,design form,marketing mode and after-sales service by researching market and visiting enterprises combined with the characteristics of new era of consumption. By changing the traditional production mode,increasing modern intelligent production equipment,optimizing the design of furniture products,enhancing brand culture,innovative marketing model diversification and development of new after-sales service methods,propose to promote the transformation and upgrading of rosewood industry,provide the basis and direction for sustainable development of Dongyang rosewood furniture industry,and also pointe out that the local government should encourage enterprises to innovate development through advocacy and guidance.