浅析网络营销在家电市场中的应用-以苏宁为例.docVIP

浅析网络营销在家电市场中的应用-以苏宁为例 内容摘要 把互联网的发展作为一个切入点提出了网络购物已经成为了当今社会的一种潮流，家电厂商的未来将会在网络渠道上面进行相当激烈的一些竞争。为制定一个正确营销的策略，还分析了网络消费者一些行为特征开始表现为主动性的增强以及品牌意识提高等等这些变化情况，用这个作为基础指出了家电网络购物消费者对于购买商品的动机。把家电网络市场发展存在像网络诚信以及电子商务有关的一些服务设施不完善等等许多的问题作为一个基础，论述了家电商家应当利用各种各样的定价手段相结合在一起、完善售后的相关服务以及建立高效的完善配送系统等等营销的策略。 关键词：网络营销；电子商务；对策；网络购物；营销策略 Abstract The development of the Internet as a breakthrough point puts forward the network shopping has become a trend in todays society Electrical appliances manufacturers in the future will be on the network channels for some of the competition is fierce To develop a correct marketing strategy Also analyzed the network consumer behavior characteristics began to show the initiative to enhance and improve brand awareness and so on these changes Use this as the foundation is pointed out that home appliance network shopping consumer motivation to buy goods The electrical appliances like network integrity network market development and some related electronic commerce service facilities is not perfect and so on many issues as a foundation, this paper discusses the home appliance business should use a variety of pricing methods combining together, perfect after-sale services, and establish effective improve the distribution system and so on marketing strategy. Key words：The network marketing; The electronic commerce ; Countermeasures; The network shopping ; The marketing strategy 目录 TOC \o 1-3 \h \u HYPERLINK \l _Toc19429 一、 导论 PAGEREF _Toc19429 4 HYPERLINK \l _Toc30532 （一） 选题背景 PAGEREF _Toc30532 4 HYPERLINK \l _Toc26485 （二）选题目的及意义 PAGEREF _Toc26485 5 HYPERLINK \l _Toc4878 二、 网络营销概述 PAGEREF _Toc4878 6 HYPERLINK \l _Toc18828 （一） 网络营销的概念 PAGEREF _Toc18828 6 HYPERLINK \l _Toc6344 （二）网络营销的类型与优势 PAGEREF _Toc6344 6 HYPERLINK \l _Toc21538 （三）网络营销在家电行业的应用现状 PAGEREF _Toc21538 8 HYPERLINK \l _Toc16794 三、苏宁的网络营销策略分析 PAGEREF _Toc16794 10 HYPERLINK \l _Toc16248 （一）案例简介：苏宁电器 PAGEREF _Toc16248 10 HYPERLINK \l _Toc24184 1．苏宁电器的发展简介 PAGEREF _Toc24184 10 H