电子商务环境下家电连锁的营销策略研究.rar

摘要:中国的家电业是在上个世纪七十年代末期，由引进国外生产线而发展起来的，经过30多年的迅猛发展，已在全球同类产业中取得显著地位。目前国内家电市场已基本形成了一、二级市场以专业零售连锁渠道为主，传统渠道为辅；三、四级市场仍以传统渠道为主的家电销售格局。随着家电连锁续扩张，家电连锁将主导国内家电市场。由于连锁家电存在着管理方式粗放、销售模式单一以及亚健康赢利模式的问题，自身的经营出现了危机同时对家电市场的发展也产生了负面影响。

当今世界经济正以势不可挡的趋势朝着全球市场一体化、企业生存数字化、商业竞争国际化的方向发展。以互联网、知识经济、高新技术为代表，以满足消费者的需求为核心的新经济得到迅速发展。与此同时传统工业文明时代的营销规则已无法适应新经济的发展，游戏规则也随之改变。

笔者第一章通过分析国内家电市场的现状，阐述了家电连锁改善和提升营销水平的意义。第二章分析了电子商务的概念并论述了电子商务对家电连锁的影响。第三章介绍了在电子商务环境下的营销理论的发展，并阐述了网络营销的定义和特点。在第四章对家电连锁的网络营销的主要策略进行了分析。第五章就电子商务环境下家电连锁的4P策略进行了分析。第六章中对美国通用电器的网络营销策略进行了综合案例分析。在第七章进行了总结。

关键词:　家电连锁，电子商务，营销策略

Abstract:In the late 1970’s, Chinese electric household appliances industry introduced foreign production lines.  After more than 30 years’ rapid development among the same industry in the world, it has made remarkable progress, especially in the recent ten years.  Current domestic electric household appliances sales, in 1st and 2nd markets mainly rely on professional retail chains supplemented by traditional channels; in 3rd and 4th markets mainly rely on traditional channels.  As an unchangeable trend, electric household appliances chain will control Chinese electric household appliances industry.  Due to extensive management, simplified sales mode and sub-healthy profit models, along with chain’s development, there are some negative impacts on electric household appliances industry, and crisis of its own operation happens.

Now the world economy is facing the integration of global market, the digitization of enterprise survival, the internationalization of commercial competition with the irresistible tendency, in such market environment as taking the Internet, the knowledge economy, the high technology as representative and taking consumer's need as the core.  So “Game Rules” changed accordingly because the traditional marketing way could not satisfy the request of the new economy’s development.

　　Chapter One starts with Chinese household appliances industry’s current status, illustrates the importance of improving household appliances chain and promoting marketing.  Chapter Two analyzes E-business’ concept and its affects to household appliances chain.  Chapter Three introduces marketing theory’s development under E-business, definition and features of network marketing.  Chapter Four sets forth electric household appliances chain’s important marketing strategies.  Chapter Five explores marketing strategy and 4P policy under E-business’ environment and reaches some conclusions.  Chapter Six gives a case study of General Electric’s networking marketing strategies.  Finally, the thesis summarizes the main conclusion and the outlook in Chapter Seven.

Keywords: Home Appliances Chain, E-Business, Marketing Strategy