The most important manifestation is growing competition in the product's popularity, the tendency to zero of the marginal profit, and as Chinese consumption rising living standards, more and more diversified consumer demand. At the same time, the homogenization of home appliances, home appliance price war brought about a lose-lose, and a single appliance promotions, making household electrical appliance enterprises have to find way out from the marketing. This article is based on this background, household electrical appliance enterprises network marketing strategy of a series of questions.
This paper focuses on internet marketing, home appliance industry, network marketing advantages, network marketing problems and the causes and the corresponding strategies, on the home appliance industry network marketing strategy recommendations.
Purpose and significance of this study is to answer the first home appliance manufacturer Why (why) to conduct online marketing of goods maker that is what is forcing them to make choices, which is selected or forced to take the initiative to change the problem. Whether the transaction costs from the contract theory point of view, or from the perspective of new information distribution channels, or from the broker point of view of re-organization theory enterprise network appliance marketing channels research, all reached the same conclusion, that is, household electrical appliance enterprises network marketing enterprise in the increasingly fierce competition to gain more market share for the initiative to make choices.
How to answer household appliance industry (how) the problem of network marketing, or network marketing, design and choice. Then once the decision to answer a business network marketing, specifically the choice of a (which) strategy and a series of problems. Finally, Taobao Circuit City, Gome, Suning, Jingdong Mall, etc. for the cases of e-commerce platform appliances a new model of network marketing channels.
中國家電行業經過幾十年的高速發展，目前正處於生命周期的成熟階段，其
最重要的表現就是競爭的白熱化，產品的普及化，邊際利潤的趨零化，而隨著中國消費生活水平的不斷提高，消費需求也越來越多樣化。與此同時，家電產品同質化、家電價格戰帶來的兩敗俱傷以及家電促銷手段單壹，使得家電企業不得不從營銷方式上尋找出路。本文正是基於此種背景下，對家電企業網絡營銷策略方面壹系列問題的研究。
本文重點分析家電行業網絡營銷現狀，網絡營銷優勢，網絡營銷中遇到的問題和產生的原因以及相對應的策略，提出關於家電行業網絡營銷策略的建議。
本文研究的目的和意義首先在於解答家電生產企業為什麽(why)要進行網絡營銷即研究家電制造商是什麽環境迫使它們做出選擇，也就是選擇主動改變還是被迫接受的問題。無論是從契約理論有關交易成本的角度，還是從新型信息傳播渠道的角度，或是從中間商再組織理論的角度對家電企業網路營銷渠道進行研究，都得出同樣的結論，那就是，家電企業進行網絡營銷是企業在日益激烈競爭中為了獲得更多的市場份額而進行的主動做出的選擇。解答家電業怎樣(how)進行網絡營銷的問題，即網絡營銷設計與選擇的問題。然後回答了企業壹旦決定進行網絡營銷，具體該選擇哪壹種(which)策略等壹系列的問題。最後，以淘寶電器城、國美、蘇寧、京東商城等為案例，分析電子商務平臺下家電企業網絡營銷渠道新模式。