B2C电子商务在小家电行业的应用研究

论文编号:DZ027        包括:开题报告及任务书,论文字数:15197,页数:20

摘   要

     随着电子商务在全球范围的不断进步，B2C模式的网上零售作为一种新的购物渠道，由于自身的低成本等优势，发展非常迅速。而随着人们的生活水平的不断提高，小家电在中国不断普及，小家电行业的竞争也随之日趋激烈。如何改变传统模式中管理成本高、流通费用昂贵等问题，在激烈竞争中生存和发展，是小家电行业的一个迫切需要解决的问题。
本文主要分析了B2C电子商务模式在小家电行业的适用性和可行性，并尝试提出了企业的发展策略定位。文章首先分析了小家电B2C模式运用的国内外发展状况，简单介绍了小家电和B2C的一些概念性问题；紧接着对小家电实行B2C电子商务模式进行了可行性分析；在此基础上，重点对企业实行B2C电商模式进行了SWOT分析，并提出了几点小家电B2C企业的发展策略定位意见，如创立自身品牌、低价策略、以客户利益出发设计专业网站等。

【关键词】电子商务 小家电 B2C  SWOT

Abstract

With the further development of the E-commerce in the global market, E-retailing of B2C model, as a new channel for shopping, is expanding with quick rate, because of its own predominance such as low cost. And with the improvement of living standards, the small appliance is gaining ground continuously. Therefore, the competition among the small appliance profession is more and more competitive. How to change the actuality of high cost of management and communication in tradition mode, in the hope of surviving and developing in drastic competition, is a problem to be solved immediately.
This thesis chiefly analyzes the applicability and feasibility of B2C electronic commerce in small appliance trade, in attempt to put forward the orientation of development strategy. It firstly analyzes the present condition of using the mode of B2C in small appliance trade home and abroad, then simply introduces some concepts of small appliance and B2C. After that, it analyzes the feasibility of the B2C mode in small appliance profession. On the foundation of above, it focuses on discussing each kind of influence factor in small appliance trade, and puts forward some opinions on the development strategy of the small appliance trade proceeding B2C electronic commerce such as establishing its own brand, decreasing cost, designing professional website for customers’ benefits and so on .

【Key words】Electronic commerce; Small appliance; B2C;  SWOT

目  录

1 引言 ...........................................................2
1.1 研究背景和意义 ...............................................2
1.2 小家电B2C国内外发展状况 ......................................2
1.2.1 小家电B2C国外发展状况 ......................................2

1.2.2 小家电B2C国内发展现状 ......................................3
1.3 本文研究路径 .................................................3
1.4 本文创新与不足 ...............................................3
2 小家电和B2C概述 ................................................3
2.1 小家电的类别 .................................................3
2.2 B2C电子商务具体实现模式...................................... 4
2.3 B2C模式是小家电发展的必然趋势 ................................5
3 小家电B2C电商模式的可行性分析.................................. 6
3.1 B2C电子商务企业相对于传统企业的优势 ..........................6
3.2 小家电的发展前景 .............................................7
3.2.1 小家电在中国依然是奢侈品，而非必需品 .......................7
3.2.2 小家电将会蓬勃发展 .........................................7
3.3 小家电的B2C模式适用性分析 ....................................9
4 小家电运用B2C电子商务模式的SWOT分析 ............................9
4.1 小家电电子商务企业具有的优势 .................................9
4.2 目前电子商务企业的劣势 .......................................10
4.3 小家电电子商务企业的外部机遇 .................................11
4.4 小家电电子商务企业的外部挑战 .................................12
5 小家电B2C电子商务企业发展策略定位 ..............................14
5.1 创立品牌 .....................................................14
5.2 低价策略 .....................................................14
5.3 满足客户个性化要求........................................... 15
5.4 以服务树立品牌并建立商家信誉 .................................15
5.5 立足本地，辐射全国 ...........................................16
5.6 以客户利益出发的专业网站设计战略 .............................16
6 总结与展望 .....................................................18
参考文献......................................................... 19
致谢 .............................................................20