The most important performance is that the competition is becoming more and more fierce, the popularity of products is getting higher and higher, the marginal profit tends to zero, and with the continuous improvement of China people's living standards, consumer demand is becoming more and more diversified. At the same time, the homogenization of home appliances, the loss caused by the price war of home appliances, and the single promotion of home appliances make home appliance enterprises have to find a way out from marketing. Based on this background, this paper studies a series of problems of network marketing strategy of home appliance enterprises.
This paper mainly introduces the advantages, problems, reasons and corresponding strategies of network marketing in home appliance industry, and puts forward some suggestions on network marketing strategies in home appliance industry.
The purpose and significance of this study is to answer the question Why home appliance manufacturers want to conduct online commodity marketing, that is, what forces them to make a choice, whether to choose or to change voluntarily. No matter from the perspective of transaction cost of contract theory, or from the perspective of new information distribution channels, or from the perspective of brokers, we have come to the same conclusion, that is, the online marketing enterprises of home appliances enterprises have taken the initiative to make choices in order to gain more market share in the increasingly fierce competition.
How to answer the question of network marketing in home appliance industry, or network marketing, design and selection. Then once you decide to answer a series of questions about an enterprise's network marketing, specifically, which strategy to choose. Finally, Taobao Circuit City, Gome, Suning, JD.COM Mall, etc. Aiming at the case of home appliance e-commerce platform, this paper puts forward a new model of network marketing channel.
After decades of rapid development, China's home appliance industry is currently in the mature stage of its life cycle.
The most important performance is fierce competition, popularization of products and zero marginal profit. With the continuous improvement of consumers' living standards in China, consumer demand is becoming more and more diversified. At the same time, the homogenization of home appliances, the losses caused by the price war of home appliances and the single promotion method of home appliances make home appliance enterprises have to find a way out from the marketing method. Based on this background, this paper studies a series of problems in the network marketing strategy of home appliance enterprises.
This paper mainly analyzes the present situation, advantages, problems, reasons and corresponding strategies of network marketing in home appliance industry, and puts forward some suggestions on network marketing strategies in home appliance industry.
The purpose and significance of this paper is to answer the question of why home appliance manufacturers should conduct online marketing, that is, to study what kind of environment makes home appliance manufacturers make choices, that is, choose to change actively or be forced to accept. No matter from the perspective of the contract theory about transaction cost, the new information dissemination channel or the middleman reorganization theory, we all come to the same conclusion, that is, the network marketing of home appliance enterprises is an active choice made by enterprises in order to gain more market share in the increasingly fierce competition. Answer the question of how to carry out network marketing in home appliance industry, that is, the design and choice of network marketing. Then, it answers a series of questions about which strategy an enterprise should choose once it decides to conduct online marketing. Finally, taking Taobao Electric City, Gome, Suning Appliance and JD.COM Mall as cases, this paper analyzes the new mode of network marketing channels for home appliance enterprises under the e-commerce platform.