海尔集团线上线下营销

海尔集团线上线下营销模式分析

摘要

随着互联网时代的到来，我们身边的许许多多传统和习惯例如交往方式和购物方式等都发生了巨大的改变，当然经销商们必须根据时代的改变而做出相应的回应。“网上购物”这个词汇在当今已经算不上新鲜了，它更加成为了我们生活中的另一重要的购物方式。所以一个企业想要做大做强，必须要实现“网络营销”来迎合消费者对新的购物方式的需求。

基于此，本文以海尔集团为例，将内容分为四个部分进行论述。第一部分是导论，首先分析了国内外家电行业的发展现状，并阐述了线上、线下销售渠道的概念及特点。第二、三部分是海尔集团线上与线下销售渠道分析，主要介绍了海尔集团电器的概况和线上、线下销售渠道分析。第四部分是海尔集团线上与线下销售渠道冲突分析，介绍了海尔集团渠道冲突的表现，随后提出了解决海尔集团电器渠道冲突的对策，通过线上营销和线下营销相结合的协同发展，同步提高渠道效益与集团利益。

关键词海尔集团；家电产品；线上销售渠道；线下销售渠道

Analysis on the marketing mode of Haier group line

Abstract

With the advent of the era of Internet, many traditions and habits around us such as communication way and the way of shopping, great changes have taken place, dealers must, of course, according to the change of The Times and makes the corresponding response. The vocabulary in today's "online shopping" has not new, more become another important way of shopping in our life. So I want to be an enterprise bigger and stronger, must achieve "network marketing" to meet consumer demand for new way of shopping.

Based on this, this article in haier group, for example, the content is divided into four parts in this paper. The first part is introduction, firstly analyzes the home appliance industry development present situation at home and abroad, and expounds the concept and characteristics of online and offline sales channels. The second and third part is the haier group analysis of online and offline sales channels mainly introduced the haier group electric survey and the analysis of online and offline sales channels. The fourth part is the haier group online and offline sales channel conflict analysis, this paper introduces the haier group, the performance of the channel conflict, then puts forward some countermeasures to solve the haier group of electric channel conflict, through the implementation of online collaborative development channels benefit and the interests of the group synchronization.

Keywords Haier Group; appliances; online sales channels; offline sales channels

目录

第1章导论1

1.1 家电行业的背景和现状进行了解 1

1.1.1 世界家电行业的现状1

1.1.2 我国家电行业的发展历程及现状1

1.2 相关概念 2

1.2.1 线下销售渠道概念及特点2

1.2.2 线上销售渠道概念及特点2

1.3 海尔集团的发展史以及现状 3

第2章海尔集团线下销售6

2.1 海尔集团线下营销模式 6

2.1.1 连锁渠道简介6

2.1.2 社区店渠道简介7

2.1.3 日日顺渠道简介7

2.2 海尔集团线下营销模式优缺点分析8

2.2.1 连锁渠道的优缺点分析8

2.2.2 社区店渠道的优缺点分析11

2.2.3 日日顺渠道的优缺点分析12

第3章海尔集团线上销售13

3.1 海尔集团线上营销渠道 13

3.1.1 海尔网上商城13

3.1.2 专业的购物网站14

3.2 海尔电子营销渠道的加强14

第4章海尔集团线上线下营销渠道冲突与管理15

4.1 海尔集团线上线下营销渠道融合现状 15

4.2 海尔集团线上线下营销渠道冲突 16

4.2.1 宏观电子渠道和传统渠道竞争冲突16

4.2.2 微观海尔商城与海尔专卖店的冲突分析17

4.3 海尔集团线上线下营销渠道管理策略 18

4.3.1 公司从战略层面高度重视18

4.3.2 产品渠道定制,从根源上解决渠道冲突18

4.3.3 以海尔商城为核心,加大海尔电子商务的推广力度19第5章总结与展望21

5.1 总结 21

5.1.1海尔集团线下销售21

5.1.2 海尔集团线上销售21

5.1.3 线上线下相结合21

5.2 展望 21

参考文献24