本文關(guān)鍵詞：博西家電網(wǎng)絡(luò)渠道戰(zhàn)略研究　出處：《南京大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 家電行業(yè) 網(wǎng)絡(luò)渠道 政策扶持 基準(zhǔn)化對象 SWOT分析 戰(zhàn)略方案

【摘要】：最早的時(shí)候,國家由于是計(jì)劃經(jīng)濟(jì)時(shí)代,所有的項(xiàng)目和規(guī)劃都必須報(bào)中央統(tǒng)一計(jì)劃,冰箱洗衣機(jī)這種耐用消費(fèi)品也只是中央統(tǒng)一計(jì)劃生產(chǎn)和計(jì)劃供應(yīng),所有東西都不是市場導(dǎo)向,供求關(guān)系及其不平衡。改革開放之后,國民經(jīng)濟(jì)逐漸增長,人民消費(fèi)水平不斷提高,耐用消費(fèi)品逐漸走入老百姓的家庭中。由于國家政策的執(zhí)行,家電市場在2008年到2011年增長明顯,年復(fù)合增長率達(dá)到14%,但是由于整體經(jīng)濟(jì)大環(huán)境的影響,2012年整體家電市場同比下降7%,2013年由于各項(xiàng)政策的推出加上基數(shù)較低,家電市場增長18.8%,據(jù)奧維咨詢預(yù)測,2014年家電市場整體規(guī)模仍會上漲,但是由于之前政策提前預(yù)支,預(yù)計(jì)同比增長3%。家用電器市場目前和將來的需求主要來自城市的更新?lián)Q代和鄉(xiāng)鎮(zhèn)的首次購買,還有由結(jié)婚等帶來的購置新房的新需求。隨著互聯(lián)網(wǎng)的興起,中國老百姓開始了網(wǎng)絡(luò)購物,2005年之后,已經(jīng)有賣家試圖借助淘寶的平臺開始從事線上家電銷售,京東商城從2009年開始進(jìn)行白電銷售,直到2011年京東商城決定做大家電的在線銷售才真正引起消費(fèi)者的注意。緊接著蘇寧和國美兩大零售巨頭開始在2012年大舉進(jìn)攻家電和3C產(chǎn)品的在線銷售。蘇寧易購促銷電器和京東競爭,淘寶改名天貓后推出電器城促銷月,各大家電制造廠商也開始緊隨其后通過自營或是借助其他平臺來在線銷售自己的產(chǎn)品。原本應(yīng)該是銷售淡季的十一月份,天貓商城掀起的“雙十一”,又一次在年底刺激了市場。博西家電2012年底在天貓上開設(shè)了西門子旗艦店,2014年3月份博世旗艦店開業(yè)。2013年“雙十一”大家電類海爾、酷開、海信三大品牌商銷售額均過億。海爾當(dāng)日的成交額超過2億,銷售商品數(shù)量近12萬,西門子當(dāng)天銷售額8521萬。本文在介紹了背景和回顧理論知識之后,闡述了博西家電所處的外部環(huán)境,即家電市場、網(wǎng)絡(luò)銷售環(huán)境和互聯(lián)網(wǎng)時(shí)代的家電市場環(huán)境,接著對公司的內(nèi)部環(huán)境進(jìn)行分析,包括公司基本情況、在線銷售模式和天貓旗艦店,里面也包括了競爭對手的網(wǎng)絡(luò)渠道情況,分析的時(shí)候采用了基準(zhǔn)化對象的方法,總結(jié)出博西家電和其它競爭對手相比還較薄弱的地方,最后再用SWOT分析法對優(yōu)勢、劣勢、機(jī)會和威脅四個(gè)方面進(jìn)行分析,從而針對博西家電在網(wǎng)絡(luò)渠道方面提出解決方案。
[Abstract]:At the earliest time, because the country was in the era of planned economy, all projects and plans had to be reported to the central unified plan, and the refrigerator, washing machine, a durable consumer goods, was only centrally planned production and planned supply. All things are not market-oriented, the relationship between supply and demand is unbalanced. After the reform and opening up, the national economy has gradually increased, and the level of people's consumption has been continuously raised. Consumer durable goods gradually entered the household. As a result of the implementation of national policies, the household appliance market grew significantly from 2008 to 2011, with an annual compound growth rate of 14%. However, due to the impact of the overall economic environment, in 2012, the overall home appliance market fell by 7% year on year, 2013 because of the introduction of policies and low base, home appliance market growth of 18.8%. According to Oval Consulting forecasts, the overall scale of the home appliance market will continue to rise in 2014, but due to the previous policy advance. The current and future demand for household appliances will come mainly from urban renewal and first purchase of townships, as well as new demand for new homes from marriage and so on. With the rise of the Internet. Ordinary Chinese began shopping online, and since 2005, some sellers have tried to use Taobao's platform to start selling online appliances, and JD.com has been selling white electricity since 2009. It was not until 2011 that JingDong Mall decided to make a big home appliance online sale. Then SUNING and Gome, two big retail giants, launched a massive attack on home appliances and 3C products online in 2012. Sales. SUNING promotional appliances and JingDong competition. Taobao renamed Tmall after the launch of the Electrical City Promotion month, major home appliance manufacturers are starting to follow through on their own or through other platforms to sell their products online. It was supposed to be the off-season November. Tmall's "double Eleven" once again stimulated the market at the end of the year. Bossi opened a Siemens flagship store on Tmall in end of 2012. March 2014 Bosch flagship store opened. 2013 "double 11" large household appliances Haier, cool open, Hisense three major brand sales are more than 100 million. Haier turnover on that day more than 200 million. After introducing the background and reviewing the theoretical knowledge, this paper expounds the external environment of Boxi household appliances, that is, the market of electrical appliances. The network sales environment and the home appliance market environment in the Internet era, then the analysis of the company's internal environment, including the company's basic situation, online sales model and Tmall flagship store. It also includes the network channel of the competitors, the analysis of the use of benchmarking methods, summed up the Bossi home appliances and other competitors compared with the weak place. Finally, SWOT analysis is used to analyze the advantages, disadvantages, opportunities and threats in order to put forward a solution for Bossi home appliances in the network channel.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F416.6;F274;F724.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 王宇龍;;蘇寧電器電子商務(wù)戰(zhàn)略研究[J];現(xiàn)代商貿(mào)工業(yè);2013年04期

，

本文編號：1415265