摘要我国的家电生产行业在过去几十年中经历了迅速扩张、和外国家电品牌争夺国内外市场、生产原材料价格不断上涨、企业并购潮以及国家节能补贴——家电下乡等重大事件，如今，我国家电行业开始进军电子商务市场，其中包括大型家电生产企业建立自己的门户网站来开展电子商务活动，也包括中小型家电生产企业搭载第三方平台来建立来开展电子商务活动，希望通过电子商务来降低企业成本提高利润。在这种背景下，研究如何通过家电生产企业自建电子商务平台，开展电子化市场战略、客户关系管理战略、电子贸易战略和供应链管理战略等一系列电子商务战略，通过整合家电生产企业内外部资源，让资源得到充分利用，这样可以降低企业生产和销售成本，提高企业柔性，满足消费者对家电产品的个性化需求，增加企业利润，促进企业长期健康发展显得极有意义。本文在了解家电生产企业开展电子商务重要性和摸清现在我国家电生产企业电子商务战略发展的现状，分析应该选用哪种电子商务发展战略及如何开始实施该种战略做出了说明关键词：家电生产企业；电子商务战略；实施步骤；AbstractProductionofChina'shouseholdelectricalapplianceindustryinthepast30yearsIhasundergoneamassiveexpansion,withforeignbrandstocontendforthemarket,rawmaterialrisesinprice,acquisitionsandhomeappliancestothecountrysideandothermajorevents.Now,China'shouseholdelectricalapplianceindustrybegantomarchmarketofelectronicbusinessaffairs,includingthelargehomeappliancesmanufacturingenterprisestoestablishtheirownportaltoconducte-commerceactivities,includingsmallhouseholdelectricalappliancesenterprisesincarryingthirdpartyplatformtobuilde-commerceactivities,hopethatthroughtheelectroniccommercetoreducebusinesscost,improveprofit.Inthiscontext,studyhowthehomeappliancesmanufacturingenterprisessincetheelectroniccommerceplatform,inelectronicmarketstrategy,thestrategyofcustomerrelationshipmanagement,electroniccommercestrategyandsupplychainmanagementstrategyandaseriesofelectroniccommercestrategy,throughtheintegrationofexternalresourceswithintheenterprise,tomakefulluseofresources,reduceproductioncostandsalecost,improveenterpriseflexibility,tomeetconsumerdemandforpersonalized,increasetheprofitoftheenterprises,topromoteenterprisedevelopmentisverymeaningful.Thepurposeofthispaperistounderstandthehomeappliancesmanufacturingenterprisestodevelope-commerceimportanceoutnow,China'shouseholdelectricalapplianceenterprisesstrategyofelectronicbusinessaffairsdevelopmentpresentsituation,analysisshouldchoosewhatkindofe-businessdevelopmentstrategyandhowtostarttheimplementationofthestrategytomakeaspecification.Keywords:Householdelectricapplianceenterprises；Electroniccommercestrategy;Implementationsteps目录一、研究的背景及意义.........................................................................................1（一）家电生产行业发展的背景分析.................................................................1（二）我国家电生产企业电子商务的市场前景分析.........................................1（三）家电生产企业运用电子商务的重要性.....................................................3二、中国家电生产企业电子商务现状.............................................................4三、家电生产企业实施电子商务战略环境分析...........................................4（一）家电生产企业开展电子商务战略外部环境分析.....................................4（二）家电生产企业开展电子商务战略行业环境分析.....................................5（三）家电生产企业开展电子商务战略基础条件分析.....................................7四、家电生产企业电子商务战略的选择....
