浅析网络营销在家电市场中的应用-以苏宁为例内容摘要把互联网的发展作为一个切入点提出了网络购物已经成为了当今社会的一种潮流，家电厂商的未来将会在网络渠道上面进行相当激烈的一些竞争。为制定一个正确营销的策略，还分析了网络消费者一些行为特征开始表现为主动性的增强以及品牌意识提高等等这些变化情况，用这个作为基础指出了家电网络购物消费者对于购买商品的动机。把家电网络市场发展存在像网络诚信以及电子商务有关的一些服务设施不完善等等许多的问题作为一个基础，论述了家电商家应当利用各种各样的定价手段相结合在一起、完善售后的相关服务以及建立高效的完善配送系统等等营销的策略。关键词：网络营销；电子商务；对策；网络购物；营销策略AbstractThedevelopmentoftheInternetasabreakthroughpointputsforwardthenetworkshoppinghasbecomeatrendintoday'ssocietyElectricalappliancesmanufacturersinthefuturewillbeonthenetworkchannelsforsomeofthecompetitionisfierceTodevelopacorrectmarketingstrategyAlsoanalyzedthenetworkconsumerbehaviorcharacteristicsbegantoshowtheinitiativetoenhanceandimprovebrandawarenessandsoonthesechangesUsethisasthefoundationispointedoutthathomeappliancenetworkshoppingconsumermotivationtobuygoodsTheelectricalapplianceslikenetworkintegritynetworkmarketdevelopmentandsomerelatedelectroniccommerceservicefacilitiesisnotperfectandsoonmanyissuesasafoundation,thispaperdiscussesthehomeappliancebusinessshoulduseavarietyofpricingmethodscombiningtogether,perfectafter-saleservices,andestablisheffectiveimprovethedistributionsystemandsoonmarketingstrategy.Keywords：Thenetworkmarketing;Theelectroniccommerce;Countermeasures;Thenetworkshopping;Themarketingstrategy目录一、导论...........................................................4（一）选题背景.................................................4（二）选题目的及意义............................................5二、网络营销概述...................................................6（一）网络营销的概念...........................................6（二）网络营销的类型与优势......................................6（三）网络营销在家电行业的应用现状..............................8三、苏宁的网络营销策略分析.........................................10（一）案例简介：苏宁电器.......................................101．苏宁电器的发展简介.......................................102．苏宁易购的建立与发展.....................................10（二）苏宁的网络营销现状.......................................111．网络营销的后台系统升级，IT研发团队初步成型..............113．网购的物流与配送策略.....................................124.网络推广策略..............................................12（三）苏宁在网络营销实施过程中存在的不足.......................121.网络定价策略错误：线上线下的同价策略......................122.网络产品策略不准：多品类全线出击策略......................133.网络促销策略相对比较落后.................................134.网络营销的趋势缺乏敏感度.................................13（四）苏宁易购网络营销的发展建议...............................131.放弃线上线下同价策略，转而走差异化价格策略。............132.坚守3C类大本营，重点出击母婴市场........................133.加大网络营销的力度，推出多种网络推广渠道................13四、家电行业网络营销策略建议.......................................15（一）基于网络营销的产品策略...................................151.产品定制化策略。..........................................152．网络时代新产品开发策略。.................................15（二...
