博西家电网络渠道战略研究

发布时间：2018-01-12 17:33

本文关键词：博西家电网络渠道战略研究　出处：《南京大学》2014年硕士论文　论文类型：学位论文

【摘要】：最早的时候,国家由于是计划经济时代,所有的项目和规划都必须报中央统一计划,冰箱洗衣机这种耐用消费品也只是中央统一计划生产和计划供应,所有东西都不是市场导向,供求关系及其不平衡。改革开放之后,国民经济逐渐增长,人民消费水平不断提高,耐用消费品逐渐走入老百姓的家庭中。由于国家政策的执行,家电市场在2008年到2011年增长明显,年复合增长率达到14%,但是由于整体经济大环境的影响,2012年整体家电市场同比下降7%,2013年由于各项政策的推出加上基数较低,家电市场增长18.8%,据奥维咨询预测,2014年家电市场整体规模仍会上涨,但是由于之前政策提前预支,预计同比增长3%。家用电器市场目前和将来的需求主要来自城市的更新换代和乡镇的首次购买,还有由结婚等带来的购置新房的新需求。随着互联网的兴起,中国老百姓开始了网络购物,2005年之后,已经有卖家试图借助淘宝的平台开始从事线上家电销售,京东商城从2009年开始进行白电销售,直到2011年京东商城决定做大家电的在线销售才真正引起消费者的注意。紧接着苏宁和国美两大零售巨头开始在2012年大举进攻家电和3C产品的在线销售。苏宁易购促销电器和京东竞争,淘宝改名天猫后推出电器城促销月,各大家电制造厂商也开始紧随其后通过自营或是借助其他平台来在线销售自己的产品。原本应该是销售淡季的十一月份,天猫商城掀起的“双十一”,又一次在年底刺激了市场。博西家电2012年底在天猫上开设了西门子旗舰店,2014年3月份博世旗舰店开业。2013年“双十一”大家电类海尔、酷开、海信三大品牌商销售额均过亿。海尔当日的成交额超过2亿,销售商品数量近12万,西门子当天销售额8521万。本文在介绍了背景和回顾理论知识之后,阐述了博西家电所处的外部环境,即家电市场、网络销售环境和互联网时代的家电市场环境,接着对公司的内部环境进行分析,包括公司基本情况、在线销售模式和天猫旗舰店,里面也包括了竞争对手的网络渠道情况,分析的时候采用了基准化对象的方法,总结出博西家电和其它竞争对手相比还较薄弱的地方,最后再用SWOT分析法对优势、劣势、机会和威胁四个方面进行分析,从而针对博西家电在网络渠道方面提出解决方案。
[Abstract]:At the earliest time, because the country was in the era of planned economy, all projects and plans had to be reported to the central unified plan, and the refrigerator, washing machine, a durable consumer goods, was only centrally planned production and planned supply. All things are not market-oriented, the relationship between supply and demand is unbalanced. After the reform and opening up, the national economy has gradually increased, and the level of people's consumption has been continuously raised. Consumer durable goods gradually entered the household. As a result of the implementation of national policies, the household appliance market grew significantly from 2008 to 2011, with an annual compound growth rate of 14%. However, due to the impact of the overall economic environment, in 2012, the overall home appliance market fell by 7% year on year, 2013 because of the introduction of policies and low base, home appliance market growth of 18.8%. According to Oval Consulting forecasts, the overall scale of the home appliance market will continue to rise in 2014, but due to the previous policy advance. The current and future demand for household appliances will come mainly from urban renewal and first purchase of townships, as well as new demand for new homes from marriage and so on. With the rise of the Internet. Ordinary Chinese began shopping online, and since 2005, some sellers have tried to use Taobao's platform to start selling online appliances, and JD.com has been selling white electricity since 2009. It was not until 2011 that JingDong Mall decided to make a big home appliance online sale. Then SUNING and Gome, two big retail giants, launched a massive attack on home appliances and 3C products online in 2012. Sales. SUNING promotional appliances and JingDong competition. Taobao renamed Tmall after the launch of the Electrical City Promotion month, major home appliance manufacturers are starting to follow through on their own or through other platforms to sell their products online. It was supposed to be the off-season November. Tmall's "double Eleven" once again stimulated the market at the end of the year. Bossi opened a Siemens flagship store on Tmall in end of 2012. March 2014 Bosch flagship store opened. 2013 "double 11" large household appliances Haier, cool open, Hisense three major brand sales are more than 100 million. Haier turnover on that day more than 200 million. After introducing the background and reviewing the theoretical knowledge, this paper expounds the external environment of Boxi household appliances, that is, the market of electrical appliances. The network sales environment and the home appliance market environment in the Internet era, then the analysis of the company's internal environment, including the company's basic situation, online sales model and Tmall flagship store. It also includes the network channel of the competitors, the analysis of the use of benchmarking methods, summed up the Bossi home appliances and other competitors compared with the weak place. Finally, SWOT analysis is used to analyze the advantages, disadvantages, opportunities and threats in order to put forward a solution for Bossi home appliances in the network channel.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.6;F274;F724.6

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