The Stategy Of Electronic Sales Channel For Household Electrical Appliance Enterprises

The annual market sales of home appliance industry of China has exceeded one trillion after nearly30years of swift development. of over. China’s household appliance’s output accounted for77%of global production. Under the backdrop of the increasing homogenization of brand awareness, product technology, price, and service, Chinese home appliance marketing changes from extensive to intensive. Companies need to optimize the marketing channel to gain competitive advantage. In recent years, the booming e-commerce gradually changed people’s consumption habits. The status of fast-paced life and the convenience of online shopping make the E-commerce consumption patterns get favored for home appliances The rapid development of home appliances leads the development of the circulation and logistics of the whole society household electrics., What’s more, that the whole society’s supply chaingains great optimization. Therefore, it’s a great way to putting forward a comprehensive and effective strategy for home appliances electronic marketing channel to answer the bad present situation of the enormous pressure of fierce competition, product homogenization and the rising cost. This has important practical significance of improving the competitiveness of China’s state-owned household electrical appliance enterprises and expanding the survival space,.In this paper, the writer did a summary of the characteristics of the appliance market and development of sales channel of China’s household electrical appliancesand contrast traditional channels and electronic marketing channels. The pros and cons of electronic sales channels of household electrical appliance enterprises were analyzed particularly, and summarized the problem in the e-commerce sales channels of home appliance industry. Our research provides great guidance and planning for e-commerce marketing channel development of China’s household electrical appliance enterprises.Based on years of work experience in channels in the Haier Group, the author had Haier’s channel strategy and channel development as a case study. In this way, this paper do a close connection of the theory and the practice so that support our study much stronger.The thesis is divided into six parts:The first chapter introduces the background, the methods used and the significance of the thesis;The second part do a general introduction on appliances consumer characteristics and the like of market structure, competitive situation, a general introduction.The third chapter describes the type of traditional sales channels in China’s household electrical appliance industry, and summarizes each type of channel type characteristics.Chapter4does a detailed analysis of the environment of China’s home appliance industry, studies the advantage, weaknesses, opportunities and threats of the electronic sales channels of home appliance industry.,,.Chapter5Use the Haier Group as example, analyse the status of the Haier Group’s sales channels and the problems encountered in implementing e-commerce, point out that the channel conflict of Haier traditional channels and electronic channels, state the source of the problem. Put forward the strategies and methods of Haier further development that structure interactive marketing of online and offline.Chapter6Put forward the development strategy of China’s household electrical appliance enterprises and do the outlook and guidance of electrical channel development of the home appliance industry, in order to do some help to the e-commerce practice of home appliances business.