中小企业电子商的战略研究以我国红木家具销售企业为例毕业论文.docxVIP

中小企业电子商务的战略研究 以我国红木家具销售企业为例 摘要 随着IT技术的飞速发展，电子商务在技术的支撑下已然成为一种新的营销渠道。家具企业属于传统制造业，近几年在传统销售渠道业绩不振的情况下，网络技术的应用已经使互联网转变成为红木家具企业与消费者之间沟通不可缺少的重要媒介，搭建电子商务平台已成为很多家具企业增加业务量的重要方式。在面对这样的情况，如何制定完善的建立发展企业电子商务的战略，成了每个红木家具企业的重要工作，同时也是本文的研究的目的所在。 红木家具的销售企业主要分布北京、广州和浙江东阳等地，且我国红木家具行业主要以中小型企业以及小作坊为主，本文以三地的部分红木家具企业和制作厂商为研究对象，通过对这些地方的红木家具企业发展电子商务的现状及发展趋势进行分析，通过对这些现状的分析，对红木家具销售企业所处的外部宏观??境、行业竞争态势的进行全面分析，同时对企业内部资源状况进行分析，并通过运用SWOT方法，综合分析得到这些企业的外部机会和威胁，内部优势和劣势，对公司面临的机会和威胁、优势和劣势进行匹配，得到可采取的战略方案和战略定位。同时，为保证战略目标的完成，提出来发展战略的实施措施，从优化企业组织结构、加强品牌建设、加强运营管理、完善人力资源等方面论述了战略支撑和实施步奏。以供红木家具销售的相关企业参考。 关键词：中小企业 红木家具 电子商务 战略研究 The Strategic Study of SME e-commerce With the rapid development of IT technology, electronic commerce under the support of technology has become a kind of new marketing channels. Furniture enterprises belong to the traditional manufacturing industry, in recent years, under the condition of the traditional marketing channel performance weak, the application of network technology has made the Internet into annatto furniture indispensable important medium of communication between enterprises and consumers, set up e-commerce platform has become an important approach to a lot of furniture enterprises to increase business. In the face of such situation, how to develop the establishment of the perfect development of the electronic commerce strategy, became the important work of the each annatto furniture enterprise, is also the research purpose of this article. Annatto furniture sales enterprise mainly places such as Beijing, guangzhou and zhejiang dongyang, annatto furniture industry in China and mainly small and medium-sized enterprises and small workshops, based on the three parts of annatto furniture enterprise and production as the research object, through to these places of annatto furniture enterprise development present situation and development trend of e-commerce is analyzed, through the analysis of the status quo, the annatto furniture sales enterprise external macro environment