联系我们

论文查询结果	返回搜索

论文编号：	5665
作者编号：	2220110855
上传时间：	2013/11/28 18:49:41
中文题目：	康佳小家电电子商务营销模式研究
英文题目：	Research on E-commerce Maketing Model of Konka Household Electronic
指导老师：	许 晖
中文关键字：	电子商务 ；网络营销；渠道建设；小家电营销
英文关键字：	E-commerce;Network Marketing;Channel construction; Small appliances
中文摘要：	近年来，随着互联网技术的不断发展，电子商务正以令人瞩目的速度高速发展，深深地渗透到人们的生活中，互联网经济深刻地改变着当代全球经济的面貌。电子商务在冲击着传统的商业结构和贸易方式的同时，也在推动着企业营销模式的转变，企业的发展和经营模式面临着前所未有的挑战。中国的小家电行业，经过20多年的飞速发展，品牌之多，渠道之争，营销之争，激烈程度均前所未有。在如此庞大的市场竞争中，渠道和营销发挥着重大的作用。如今B2C网上购物已经相当普遍，且其规模不断上升，消费者对网络这一虚拟空间的消费越来越活跃，营销也要从传统式营销转向创新型和综合型的营销模式。企业在转型的过程中，必然面临各种各样的问题，譬如现有渠道之间如何管理与平衡，新兴渠道如何开拓与扶持，创新的营销方向如何发展与实施等等。 本论文从理论分析、实践分析以及案例分析三方面对小家电电子商务及营销创新进行陈述和剖析，笔者以在康佳小家电5年的亲身经历作为案例进行深入研究分析并加以总结，颇具实战性与前瞻性。全篇分为6章，第一章是绪论，通过阐释电子商务兴起的时代背景，及电子商务在小家电领域的应用，从论文研究的背景、目的、意义及研究框架方面进行阐述。第二章是小家电电子商务发展趋势及可行性分析，通过对小家电在电子商务领域的发展及概况，系统进行了小家电电子商务的可行性理论分析，同时也阐释了发展过程中存在的一些问题。第三章是康佳小家电发展背景及其电子商务发展的特色，既讲述了康佳小家电起步发展的背景，又进行了康佳小家电开展电子商务营销的可行性分析，并通过实践分析得出对电子商务的启示和理解。第四章是康佳小家电电子商务营销模式，分析小家电电子商务的模式选择，结合实操经验，康佳小家电进驻淘宝和京东渠道，讲述了康佳小家电在开展电子商务方面的创新模式。第五章是康佳小家电电子商务营销的实施保障，分别从三方面说明，一是渠道的建设保障，二是康佳小家电电子商务的品牌发展维护，第三方面着重从安全的技术保障角度阐述康佳小家电在此方面采取的措施。第六章是结论，在对全文的理论、实践和案例分析之后，最后进行了系统性的总结。
英文摘要：	In recent years，with the continuous development of internet technology, e-commerce is the rapid development of a remarkable pace, Penetrate deeply into people's lives, internet economy profoundly change the face of the contemporary global economy. E-commerce impacts on traditional business structure and trade patterns, it is also driving the paradigm shift in corporate marketing, enterprise development and business model is facing unprecedented challenges.China’s small household appliance industry, after 20 years of rapid development, seems to have become the world's largest market, brand as much as channels of the dispute, the marketing of the dispute, were unprecedented intensity. In such a huge competition in the market, channels and marketing play a significant role. In the B2C online shopping has been quite common, the scale showed a strong upward momentum ,in the virtual space of the network of consumers spending more and more active in the background, traditional channels must move toward innovative, integrated channels, marketing must shift from the traditional marketing innovative marketing model, marketing should shift from traditional marketing innovative marketing. Enterprises in the transition process, to face a variety of problems, How to manage and balance between the existing channels, how to develop and support new channels, how to develop innovative marketing direction and implementation, and so on. From the theoretical analysis of this paper to practice, as well as case studies three aspects e-commerce and marketing of innovative small appliances to make statements and analysis, The author himself used the small appliances 5 years experience in konka group as an in-depth case studies to analyze and to summarize, fairly practical and forward-looking. The whole chapter is divided into six chapters, the first chapter of introduction, explain the rise of e-commerce through the historical background, and e-commerce applications in the field of small household appliances, from thesis research background, purpose, meaning and research frameworks to elaborate. The second chapter is small appliance e-commerce development trend and feasibility analysis, through the small appliances in the field of e-commerce development and generous conditions, the system of small appliances in the theoretical analysis of the feasibility of e-commerce, but also explained the development of some of the problems existing in the process. The third chapter is small appliance models and innovative e-commerce marketing, both describes characteristics of e-commerce marketing,and comparison of different e-commerce marketing and traditional marketing, and finally presents new prospects about the future of e-commerce marketing. The fourth chapter is the implementation safeguards of small appliances e-commerce marketing , were described in two ways, first, the construction of channels protection, the second is the brand maintenance and technical support. Chapter V is a typical case analysis, through my years of working in small appliances Konka operational experience, conducted a detailed case study on e-commerce of small appliances Konka Group Marketing Innovation. Chapter VI, after the full text of the theory, practice and case studies, the authors conducted a systematic summary.
查看全文：	预览  下载(下载需要进行登录)