商业模式创新对家电企业经营绩效影响研究

发布时间：2018-04-21 16:08

本文选题：商业模式 + 家电企业　；参考：《天津财经大学》2016年硕士论文

【摘要】：据统计,截止到2014年底我国家电上市企业共52家。家电企业作为实体行业,固定资产投资大、生产周期长、产品更新换代快、从业人数终众多,其产品与人们的生活息息相关。在过去的30年里,随着房地产行业的高速发展,家电行业在也得到了快速的发展,踏上了国际化战略的发展道路。但是随着电子商务环境的快速发展,家电企业线上销售渠道也越来越受到消费者的青睐,使国内家电企业销售模式也面临着新一轮的结构调整。电商在家电领域销售比重不断加大的同时,家电上市企业如何应对经济环境的变化,平衡线下实体店销售和线上网络销售之间的权重,以便在新的市场环境中继续保持平稳发展,成为不可避免的议题。本文利用统计分析的方法对我国家电企业上市企业的经营业绩进行评价。本文采用横向和纵向两种统计分析方法对现有52家家电企业的经营状况和经营业绩进行分析。本文通过分析认为通过对52家家电企业的业绩进行横向比较,能够根据家电上市企业的数据发现其行业内在规律,找到合理的行业基准,以进一步评价某个企业经营业绩。随后对3家经营绩效较好的企业商业模式创新路径进行实证,进一步证明了销售模式创新是家电企业提升经营业绩的有效方式。面对电子商务经济环境下家电市场环境,家电企业线上销售渠道是不可忽视的选择。本文认为家电企业应该从以下方面进行改进:首先是加强与第三方销售平台的合作,建立网上商店,利用第三方销售平台稳定的客流量和高效的销售团队提高产品知名度,增加销量,提升经营业绩;其次有能力的家电企业可以构建自己的电子商务平台,更直接地了解自己的客户群体,有效梳理客户信息,提升品牌专业性,挖掘客户潜在需求;最后,家电企业应注重售后服务的质量和销量,积极推进与第三方物流企业的合作或是构建自己的物流体系,做好家电销售一条龙服务,充分赢得消费者的信赖和支持。
[Abstract]:According to statistics, by the end of 2014, there are 52 listed enterprises in China. As a real industry, household appliance enterprises have a large investment in fixed assets, a long production cycle, rapid product upgrading, and a large number of employees, whose products are closely related to people's lives. In the past 30 years, with the rapid development of the real estate industry, the household appliances industry has also been rapid development, and set foot on the development of international strategy. However, with the rapid development of electronic commerce environment, the online sales channels of household appliances enterprises are more and more favored by consumers, which makes domestic appliance enterprises face a new round of structural adjustment. With the increasing proportion of e-commerce sales in the field of household appliances, how do the listed enterprises of household appliances cope with the changes in the economic environment and balance the weight between offline physical store sales and online sales, In order to continue to maintain a smooth development in the new market environment, become an inevitable issue. This paper evaluates the business performance of the listed enterprises in China by means of statistical analysis. In this paper, two statistical analysis methods, horizontal and vertical, are used to analyze the operating status and performance of 52 household appliance enterprises. By analyzing and comparing the achievement of 52 household electrical appliance enterprises, this paper finds out the inherent rules of the industry according to the data of the listed enterprises of household appliances, and finds out the reasonable industry benchmark to further evaluate the business performance of a certain enterprise. Then the paper makes an empirical study on the business model innovation path of three enterprises with good operating performance, which further proves that the sales model innovation is an effective way for household appliance enterprises to improve their business performance. Facing the electronic commerce economy environment, the home appliance enterprise on-line sale channel is the choice which can not be ignored. This paper holds that the home appliance enterprises should improve from the following aspects: first, strengthen the cooperation with the third party sales platform, set up the online store, utilize the third party sales platform stable passenger flow and the efficient sales team to improve the product popularity. Secondly, the competent household appliance enterprises can build their own e-commerce platform, understand their customer groups more directly, effectively comb customer information, enhance brand professionalism, and tap the potential needs of customers. Finally, home appliance enterprises should pay attention to the quality and sales of after-sales service, actively promote the cooperation with third-party logistics enterprises or build their own logistics system, do a good job of home appliances sales one-stop service, fully win the trust and support of consumers.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.6;F272.5

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