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摘要网上购物现在越来越普及，改变了消费者们的日常生活习惯，同时也颠覆了线下实体店的经营模式。据统计，2013年中国网络销售额达到18851亿元，比2012年多增了42.8%，按照这个趋势发展，2014年的销售额必将达到27861亿元。38597
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线上电商对传统线下商铺的威胁越来越大，由于传统的销售渠道不同于网络销售，线上零售商拥有更低的运营成本，价格的优势让网上购物成为消费者的第一选择。因此，许多传统零售商开始寻求改变，开始商务转型。
本文着眼于有着显著改变的传统家电行业，传统家电零售商应该寻求正确的方式改变原本的销售方式，注重探讨转型过程中的必然趋势以及研究转型成果。本文立足于消费者视角，对以上问题进行了研究：首先阐述传统家电连锁零售商的发展历程及其发展困境，进而分析其转型原因和销售渠道电子商务化的必然趋势，得出传统家电零售商原有的实体店经营模式不能适应发展，并通对初显成效的转型实例国美和苏宁转型策略的分析，提出自己的建议，坚持转型战略，积极发展电子商务销售渠道，同时提高单店盈利能力，整合线下资源，确立“双线营销”的经营模式。
毕业论文关键词：传统家电零售商；消费者行为；产业转型与发展
Abstract
The online shopping is growing rapidly, it has changed the daily life of consumers, and also subvert the offline business model. In 2013, the sum of online sales is 1.8851 trillion yuan, an increase of 42.8% over 2012, according to this growth, 2014 is expected to reach 2.7861 trillion yuan.
A serious threat to traditional offline retail electricity supplier suffered online, Internet marketing is different from traditional sales channels, lower operating costs bring online retailers big advantages, this way becomes the first choice of consumers. Thus, many traditional retailers seek to change, starting a business transformation.
This article views in the traditional home appliance industry, traditional home appliance retailer should seek proper way to change the original sales, focusing on the transition process to explore the inevitable trend and analysis the results of research in transition. This article is based on the theory of Consumer Behavior, firstly, expound the development process of traditional home appliance retailers. Secondly analyze the reasons for its transformation and inevitable trend of e-commerce. Thirdly, compare the exemple of Gome and Suning, then put forward own proposals. The traditional home appliance retailer should insisted transformation strategy, and actively develop e-commerce, while improving the profitability of a single store, continuing to integrate all the resource, ensuring the establishment of "double line marketing "business model.
KeyWords: Traditional Home Appliance Retailer;Consumer Behavior; Transformation and Developpment of Industries.
目录
一、绪论 1
（一）研究的背景 1
（二）研究的目的和意义 1
1、研究的目的 1
2、研究的意义 2
（三) 研究的对象和范围 2
（四）研究的方法 2
（五）研究的基本框架 2
二、相关理论与文献综述 4
（一）相关概念和理论回顾 4
1、相关概念 4
2、理论回顾 4
（二）文献综述 5
三、传统家电零售市场发展现状、困境与转型 6
（一）传统家电零售市场发展现状 6
1、多渠道竞争格局 6
2、2011年起出现负增长 6
3、家电零售商寻求产业转型升级 7