电子商务环境下家电企业的渠道变革毕业论文.doc

PAGE 本科毕业论文（设计） 题目 电子商务环境下家电企业的渠道变革 作者 学院 专业 市场营销学 学号 指导教师 二〇一四 年 X 月 X 日 PAGE PAGE IV 摘 要 在我国20年改革开放的历程中，家电生产行业已经发展成为我国支柱性制造产业之一。目前中国经济发展较快，国内生产总值增长速度排在世界前列，居民收入稳定增长。但是目前，我国家用电器生产厂商在国内外面临巨大的竞争压力，市场相对饱和，传统业务的增值空间日益缩小，家电企业迫切需要提高自己的竞争力。为了适应日益变化的全球竞争环境，我国家电生产企业需要根据自身的发展目标和竞争实力，采用不同的竞争策略。本文从电子商务对家电企业渠道的影响分析出发，探讨了电子商务环境下企业渠道变革对其强化品牌忠诚度、拓展产品市场、降低营销费用、改善供应链管理等方面的作用。并结合海尔、科龙等企业的电子商务实践进行分析。本文所得出的结论将对家电行业的相关企业有一定的借鉴意义。 关键词：家电产品；销售渠道；销售策略；电子商务 ABSTRACT In the course of a 20 years of reform and opening up in China, the home appliance industry has developed into one of the leading manufacturing industry in China. At present Chinas economic development faster, gross domestic product (GDP) growth rate ranks high in the world, the residents income steadily. But at present, Chinas household electrical appliance manufacturers at home and abroad faces huge pressure of competition, the market is relatively saturated, value-added space of the traditional business shrinking, home appliance enterprises urgently need to improve their competitiveness. In order to adapt to changes in the global competition environment, electrical home appliances manufacturing enterprises in China need according to their own development goals and competitive strength, adopted different competitive strategy. This article from the electronic commerce to the influence analysis of the channels of household appliance enterprises, discusses the electronic commerce environment enterprise change channels to strengthen brand loyalty, expand product market, lower marketing costs and improve the effect of supply chain management, etc. Combined with haier, kelon and other e-commerce practice carries on the analysis of the enterprise. In this paper, the conclusion will be related to home appliances industry enterprises have certain reference significance. Keywords: Electrical home appliances products; Sales channels; Marketing strategy; The electronic commerce 目 录 诚信声明……………………………………………………………………………………I 摘要……