宁波帅康集团小家电网络营销策略研究毕业论文.doc

毕业论文 （20_ _届） 宁波帅康集团小家电网络营销策略研究 摘 要 随着网络技术的发展和不断的普及，网络营销已经成为当前营销渠道中一个炙手可热的代名词。金融危机影响下，销售成本高、销售渠道复杂等因素都制约着宁波小家电企业的发展，所以拓展新的销售渠道势在必行。此时，网络营销成为了其中一个新兴的销售渠道。但是，小家电企业开展网络营销还处于初级的研究阶段，理论基础和内容框架都不完善，有些方面也表现出与现实的脱节，大量新的、有价值的网络营销方法并没有得到及时的提炼和总结，缺乏系统性和实战性，不能给中小企业以有效地指导。另外，由于小家电企业规模小，缺乏网络技术和人才，网络营销开展的并不是很成功，需要进一步探索。 宁波的小家电生产主要集聚在余姚和慈溪两地。，余姚还是中国塑料原料的最大集散地，中国塑料城和中国轻工业模具城为家电企业的发展提供良好环境B2C这种网络营销模式的企业，联手阿里巴巴旗下淘宝网，在淘宝网B2C品牌商城开设了帅康电器旗舰店 关键词：Abstract With the continued development of network technology and the popularity of network marketing has become a hot marketing channel synonymous.Under the influence of the financial crisis, the high cost of sales, complex sales channels and other factors are restricting the development of enterprises of small household appliances in Ningbo, so open up new sales channels is imperative. At this point, network marketing has become one of the new sales channels. However, small household appliances enterprises to develop Internet marketing is still in the initial research phase, the theoretical basis and content of the framework is not perfect, and some also out of touch with reality shows, a large number of new and valuable method of network marketing has not been timely extraction and summary, the lack of systematic and practical, we can not give small and medium enterprises to effectively guide. In addition, because small appliances, small scale, lack of network technology and talent, network marketing is not carried out very successful, needs further exploration.  Ningbo, the main cluster of small household electrical appliance production both in Yuyao and Cixi. Among them, Yuyao, or the largest distribution center for plastic raw materials in China, China Plastics City and the China Light Industry Mould City for the appliance to provide a good environment for the development of enterprises. Yuyao Shuaikang Group is a representative of small home appliances business, is the first test the water power company kitchen the network marketing