电商环境下家电企业营销渠道冲突研究

发布时间：2018-05-05 13:40

本文选题：电商渠道 + 传统渠道　；参考：《电子科技大学》2014年硕士论文

【摘要】：随着互联网技术快速发展,电子商务渠道也得到快速发展。国内产生了一批知名度高,服务能力强的电商企业,如淘宝、京东、苏宁易购等。目前国内家电企业纷纷触网,经过近几年的发展,电商渠道已经逐渐成为主流渠道。由于电商渠道和传统渠道同时面对相同的市场,并且各有所长,家电企业在发展电商渠道过程中势必会面临两种渠道之间的冲突。本文研究的重点就在于电商渠道和传统渠道之间的冲突。本文首先对中国渠道冲突的背景进行了阐述,指出了家电企业在发展电商渠道过程中,必然会面临两种渠道之间的冲突,并急需探索出一套有效的解决方案。本文以此为出发点,对渠道冲突相关的文献进行了分析,重点梳理了关于营销渠道冲突的概念、冲突的原因、分类、影响及相应的解决措施方面的理论,然后对中国家电企业的电商渠道和传统渠道进行现状分析。在此基础上,并结合渠道冲突相关理论,对家电企业渠道冲突的产生原因进行了重点分析。在对冲突原因进行理论分析后,结合企业实践,提出了家电企业解决电商渠道冲突的总体思路和具体方案。本文认为家电企业首先要充分认识电商发展的必要性,未来将是电商渠道和传统渠道长期共存的局面,当电商渠道逐渐成为主流渠道时,企业需要将电商渠道的发展规划提升到公司战略层面来系统考虑,明确电商渠道发展的总体战略、策略和具体方案,从而系统性地解决电商渠道和传统渠道之间的冲突。与此同时,本文具体指出了家电企业对电商渠道的两种战略定位,三种解决冲突的策略,即区隔、融合、区隔+融合的组合策略。并总结了不同特性的企业在不同的环境下应该如何选择解决策略。最后以海尔和长虹为案例,重点分析了两个家电企业面临的渠道冲突和解决措施。目前海尔采用了区隔+融合的组合策略。长虹在发展电商渠道初期,采用了渠道区隔的策略,当电商渠道成为主流渠道后,长虹从公司顶层对电商渠道进行了规划,提出了O2O的发展目标。海尔和长虹案例为探索渠道冲突解决方案起到了很大的支撑作用。最后是全文结论。
[Abstract]:With the rapid development of Internet technology, e-commerce channels have also been rapidly developed. Domestic has produced a number of high-profile, service-oriented e-commerce enterprises, such as Taobao, JingDong, JingDong easy to buy. At present, the domestic household appliance enterprises have broken into the net, after the development in recent years, the e-commerce channel has gradually become the mainstream channel. Because the e-commerce channel and the traditional channel face the same market at the same time, and each has its own strong points, the household appliance enterprise is bound to face the conflict between the two channels in the process of developing the e-commerce channel. This paper focuses on the conflict between e-commerce channels and traditional channels. This paper first expounds the background of channel conflict in China, points out that in the process of developing e-commerce channel, home appliance enterprises will inevitably face the conflict between the two channels, and it is urgent to explore a set of effective solutions. Taking this as a starting point, this paper analyzes the relevant literature on channel conflict, focusing on the concept of marketing channel conflict, the causes of conflict, classification, impact and the corresponding measures to solve the theory. Then the current situation of e-commerce channels and traditional channels of Chinese household appliance enterprises is analyzed. On this basis, combined with the relevant theory of channel conflict, this paper analyzes the causes of channel conflict in household appliance enterprises. Based on the theoretical analysis of the causes of the conflict and the practice of the enterprises, this paper puts forward the general idea and concrete scheme of resolving the channel conflict of the electronic commerce in the household appliance enterprises. This paper holds that household appliance enterprises should first fully understand the necessity of the development of e-commerce, and the future will be the long-term coexistence of e-commerce channels and traditional channels, when e-commerce channels gradually become mainstream channels. Enterprises need to promote the development planning of e-commerce channels to the corporate strategic level to consider them systematically, and make clear the overall strategy, strategies and specific plans of the development of e-commerce channels, so as to systematically resolve the conflicts between e-commerce channels and traditional channels. At the same time, this paper points out two kinds of strategic orientation of electronic commerce channel, three strategies of resolving conflicts, that is, the combination strategy of partition, integration and partition fusion. And summarizes the different characteristics of enterprises in different environments should choose solutions. Finally, taking Haier and Changhong as examples, the paper analyzes the channel conflict and the solution measures faced by the two home appliance enterprises. At present, Haier adopts the combination strategy of compartmentalization. In the early stage of developing e-commerce channel Changhong adopted the strategy of channel separation. When e-commerce channel became mainstream channel Changhong planned the channel from the top of the company and put forward the development goal of O _ 2O. Haier and Changhong case for the exploration of channel conflict solutions played a great role in support. The last part is the conclusion of the paper.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F274

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