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摘要目前，我国国内家电市场逐渐趋于饱和，家电行业发展出现越来越多的瓶颈现象。随着科技的迅速发展，电子商务模式日趋成熟，且其基础设施、网络信用体制也得到进一步完善，这都为家电营销模式的进一步创新提供了较好的条件。放眼望去，京东商城、淘宝、天猫等购物网站如今都已涉足家电市场，苏宁易购为了生存也不得不分身投入到网络这片商海中去。但由于在电子商务中属于初出茅庐，苏宁易购在探索前进的过程中逐渐暴露出一些发展策略上的缺陷和营销策略选择上的不成熟，从而造成了线上和线下利益上的冲突，进而阻碍了集团的发展。本文将就电子商务对家电行业营销策略产生的影响进行深入分析，并以苏宁易购为例，就如何提高电子商务在家电行业中的营销效用谈一下自己的观点与认识，以供参考。43971
At present, the domestic home appliance market gradually become saturated, home appliance industry appears more and more bottlenecks. With the rapid development of science and technology, e-commerce model has become increasingly mature, and its infrastructure, the network has also been further perfect credit system, the further innovation of marketing mode for home appliance provides a good condition. , cats shopping website, taobao, jingdong mall days are now involved in home appliances market, Su Ningyi purchase also had to be two places at once into the network in order to survive in this business. But as a result of in e-commerce belongs to the novice, Su Ningyi purchase in the process of exploring forward gradually exposed some defects on the development strategy and marketing strategy choice of immature, resulting in the online and offline conflict of interest, which hindered the development of group. This article to the electronic commerce to the home appliance industry, analyzing the impact of marketing strategy and Su Ningyi purchase, for example, on how to improve the effectiveness of e-commerce in the home appliance industry marketing talk about their own views and understanding, for your reference.
毕业论文关键词：电子商务;家电行业；苏宁易购；营销策略
Keyword: Electronic commerce; Home appliance industry； Su Ningyi purchase;；The marketing strategy
目 录
一：引言 6
（一）选题背景及意义 6
（三） 选题意义： 7
（四） 研究内容： 7
（五） 总体研究思路与方法： 7
二：文献综述： 8
（一） 电子商务概述： 8
（二） 营销策略概述： 9
三：电子商务发展为家电行业带来的机遇 9
（一） 我国家电行业现状分析 9
（二） 宏观环境分析 10
（三） 微观环境分析 11
四 电子商务对家电行业营销策略的影响 11
（一）市场环境的变迁： 11
（二）营销理念的变化 12
（三）营销策略的变化：从4p到4c的转变 13
五：我国家电行业开展电子商务实例分析——以苏宁易购为例 14
（一）：苏宁易购电子商务实施过程分析