小家电企业基于B2C模式网购平台的选择分析（可编辑）.docVIP

小家电企业基于B2C模式网购平台的选择分析 王志锋 国际工商管理学院 2010级 电子商务 摘 要：中国大家电生产商和国外洋品牌家电企业进入国内小家电行业，让小家电行业内的竞争更加激烈，各个厂商为了抢占市场都采取了低价策略，导致整个利润空间被缩减，而且大型厂商都已经利用B2C电商平台分销产品，而中小型厂商仍然只有传统销售渠道，无疑会在竞争中处于劣势。本文根据网购小家电用户的购买特性，对国内三种B2C平台模式进行比较分析，为中小型厂商选择合适的B2C平台提供参考意见，帮助这些厂商增加销售额，并且通过电商平台提高企业品牌形象，扩大影响力，给中国消费者提供更多选择，促进整个行业的发展。 关键词：小家电；B2C平台；最优标准；消费者特性 Small household appliances enterprises B2C online shopping platform selected analysis Wang Zhifeng School of Management Abstract:With Chinese large appliance manufacturers and foreign home appliances enterprises entering domestic small home appliances industry, so that the competition of small appliance industry is becoming more intensified ,almost all manufacturers have adopted low-cost strategy in order to seize the market, which makes the overall profit margins are shrinking.In the meantime,large manufacturers have used B2C electronic business platform to distribute the products, but small and medium sized manufacturers still use traditional distribution channel, it will undoubtedly be at a disadvantage in the competition. Based on the characteristics of online consumers , and the comparative analysis of domestic B2C platform of three patterns, providing the advice of choosing the right B2C platform for small and medium sized manufacturers,then helping these companies increase sales and enhance brand image through electronic business platform ,expand their brand influence.Chinese consumers would have more choices and the entire industry will make more promotion. Key words:small home appliances;B2C platform;The optimal standard;the characteristics of online consumers 目 录 摘 要 ………………………………………………………………………………Ⅰ Abstract …………………………………………………………………………Ⅱ 1 绪论 1 1.1研究背景 1 1.2 研究意义 1 1.3 研究方法 1 2 文献综述 2 2.1小家电网购用户心理特性 2 2.2国内B2C平台现状分析 2 3 基于B2C模式网购平台选择标准分析 2 3.1最优B2C平台标准分析 2 3.2小家电官网商城标准分析 3 3.3零售商网络平台标准分析 4 3.4第三方开放平台标准分析 5 3.5三大平台最优标准比较分析 6 4 小家电企业网购平台选择建议