家电生产企业电子商务战略研究.doc

武昌理工学院 本科毕业论文 题 目：家电生产企业电子商务战略研究 学 院： 商学院 专 业： 工商管理 学 号： 20094104001 学生姓名： 黄有康 指导教师： 肖明华 二O一三年五月摘 要 我国的家电生产行业在过去几十年中经历了迅速扩张、和外国家电品牌争夺国内外市场、生产原材料价格不断上涨、企业并购潮以及国家节能补贴——家电下乡等重大事件，如今，我国家电行业开始进军电子商务市场，其中包括大型家电生产企业建立自己的门户网站来开展电子商务活动，也包括中小型家电生产企业搭载第三方平台来建立来开展电子商务活动，希望通过电子商务来降低企业成本，提高利润。在这种背景下，研究如何通过家电生产企业自建电子商务平台，开展电子化市场战略、客户关系管理战略、电子贸易战略和供应链管理战略等一系列电子商务战略，通过整合家电生产企业内外部资源，让资源得到充分利用，这样可以降低企业生产和销售成本，提高企业柔性，满足消费者对家电产品的个性化需求，增加企业利润，促进企业长期健康发展显得极有意义。本文在了解家电生产企业开展电子商务重要性和摸清现在我国家电生产企业电子商务战略发展的现状，分析应该选用哪种电子商务发展战略及如何开始实施该种战略做出了说明。 关键词：家电生产企业；电子商务战略；实施步骤； Abstract Production of Chinas household electrical appliance industry in the past 30 years has undergone a massive expansion, with foreign brands to contend for the market, raw material rises in price, acquisitions and home appliances to the countryside and other major events. Now, Chinas household electrical appliance industry began to march market of electronic business affairs, including the large home appliances manufacturing enterprises to establish their own portal to conduct e-commerce activities, including small household electrical appliances enterprises in carrying third party platform to build e-commerce activities, hope that through the electronic commerce to reduce business cost, improve profit. In this context, study how the home appliances manufacturing enterprises since the electronic commerce platform, in electronic market strategy, the strategy of customer relationship management, electronic commerce strategy and supply chain management strategy and a series of electronic commerce strategy, through the integration of external resources within the enterprise, to make full use of resources, reduce production cost and sale cost, improve enterprise flexibility, to meet consumer demand for personalized, increase the profit of the enterprises, to promote enterprise development is very meaningful. The purpose o