美的空调电商营销策略研究.pdf

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 II 目 录 内容摘要I AbstractII 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