苏宁易购的对比分析-电子商务研究中心.doc

2012届毕业生 毕业论文 题 目: 网络营销环境下家电产品分销模式研究： 京东商城、苏宁易购的对比分析 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 2012 年 5 月 20 日 PAGE 摘要 我国网购市场规模在逐年扩大，网络技术引起了营销渠道的变革，展现出了巨大的优势，家电生产商开始进军网络销售市场，而同时，一些家电网络分销平台营运而生，成为分销渠道中重要的一员，本文正是在这样的背景下，研究了我国家电产品的分销模式。 基于国外对分销渠道理论的研究成果，本文主要对家电产品的网络分销模式进行了研究。首先，本文综述了研究的背景、目的和意义，进而对网络分销渠道的概念进行了界定，并综述了网络分销模式的理论基础，为论文的开展建立了基础。其次，对我国家电传统分销和网络分销模式进行了对比分析，比较了网络分销所具有的优势和对传统分销模式的影响。然后，选取了两家具有代表性的网络家电分销商—京东商城和苏宁易购进行对比分析，比较了这两种模式的运营情况和发展前景。在此基础上，构建了家电产品网络分销的几种模式。 通过本文的研究，主要得出以下结论：家电网络销售是未来的发展趋势，家电生产商应该线上线下共同发展；在两种网络分销模式下，以苏宁易购为代表的有实体店的依托的分销商将是主流发展模式。 关键词：网络营销 渠道 分销模式 Title Distribution model of household electrical appliances in the network marketing environment: Jingdong Mall, Suning Tesco comparative analysis Abstract Chinas online shopping market size has expanded each year, network technology has caused a change of marketing channels, it has showed a huge advantage, appliance manufacturers began to enter the network sales market, while at the same time, some network appliance distributors platform operating born, becomedistribution channels important one, It is in this context to study the distribution mode of production products of home appliances in China. Based on the foreign distribution channels theory research, the paper mainly on home appliances, network distribution model study. This paper reviewed the theoretical basis of the network distribution model to establish the basis for the carrying out of the paper. This paper reviews the background to the study, the purpose and significance, and thus defined the concept of network of distribution channels, and reviewed the theoretical basis of the network distribution model to establish the basis for the carrying out of the paper. Then, select two representative network appliance distributors - Jingdong Mall and Suning Tesco were analyzed to compare these two modes of operations and prospects. On this