美的空调电商营销策略研究.docxVIP

美的空调电商营销策略研究 内 容 摘 要 近几年来随着网络的快速发展，电子商务平台快速壮大，电商消费理念深入人心，电子商务营销策略成为直接影响企业在电子商务平台创收的因素。电子商务营销的出现给予了传统营销模式不小的冲击，同时给予了各大企业一个全新的营销平台，美的空调在历年来的发展中，逐渐发展成中国知名空调品牌之一的一员。面对互联网网络营销模式，美的空调从进军电子商务营销到取得良好成绩，于自身的电子商务营销策略息息相关。此论文对于美的空调怎样在电子商务营销中稳定自身发展，结合美的空调的发展需求制定科学的发展目标，维持美的空调品牌形象，更进一步开拓电子商务平台市场具有相关研究意义。 关键词：美的空调；电子商务营销；SWOT分析；4P营销策略；波特五力模型 Research on Marketing Strategy of Midea Air Conditioner E-commerce Abstract In recent years, with the rapid development of the network, e-commerce platform is growing rapidly, and the concept of e-commerce consumption is deeply rooted in the hearts of the people. E-commerce marketing strategy has become a direct factor affecting the income of enterprises in e-commerce platform. The emergence of e-commerce marketing has not only made a great impact on the traditional marketing mode, but also provided a brand-new marketing platform for major enterprises，Midea air conditioner has gradually developed into one of the famous air conditioner brands in China in the development over the years. In the face of Internet marketing mode, Midea air conditioner has made good achievements in e-commerce marketing from the beginning, which is closely related to its own e-commerce marketing strategy. This paper is of great significance for how Midea air conditioner can develop steadily in e-commerce marketing, establish scientific development goals in combination with the development needs of Midea air conditioner, maintain the brand image of Midea air conditioner, and further develop the e-commerce platform market. Key words:Midea Air conditioner; E-commerce marke;SWOT analysis;4P marketing strategy;Porters five-force model 目 录 TOC \o 1-3 \h \z \u 内容摘要 I Abstract II 一、绪论 1 （一）研究背景和研究意义 1 （二）国内外研究现状 2 1. 国内研究 2 2. 国外研究 3 （三）研究内容和研究方法 3 1. 研究内容 3 2. 研究方法 4 二、文献综述 5 （一）电子商务营销的定义 5 （二）电子商务营销的内涵 5 （三）电子商务营销的模式 5 1. 便捷性 5 2. 全面性 6 3. 高效性 6 三、美的空调营销环境分析 6 （一）美的空调概况 6 （二）电商环境下美的空调SWOT分析 7 1. 优势分析 7 2