家电业电子商务的现状及对策研究———以海尔为例Present Situation and Countermeasure of the home appliance industry e-commerce --Take Haier For Example摘 要当前形势下，我国家电业正从价格战向品质、服务延展性销售等多样化竞争，电子商务成为新的竞争渠道，国内的传统家电业制造企业和零售企业纷纷“上线”，并不断加大投入开发线上市场，成为家电市场的第三大渠道业态。海尔作为行业领袖，于 2000 年开始涉足电子商务领域，以其模式新、支付便捷、服务优、个性化等特点借助其本身所具有的品牌价值、信息化基础、发达的物流系统等优势迅速成长起来。在发展过程中同时也存在着市场环境、物流配送及商品拒收、技术标准和商品定价等一系列问题亟需改善。海尔的发展战略可概括为“一名四网”，即通过海尔本身所具有的品牌价值，结合在业界多年积累下来的物流网、营销网、服务网优势以及随电子商务同步发展起来的支付网络实现网络全覆盖，商务为本，软硬兼施，虚实融合。以海尔商城为核心，淘宝特许（加盟）、综合销售网站合作经营、企业采购网站合作三模式并行展开。海尔通过电子商务加强了对客户的深度服务，实现企业与消费者零距离，同时降低了成本。从海尔取得的一系列成绩来看，海尔的电子商务是成功的。本文通过对海尔发展电子商务内外部环境、战略和策略进行全面的研究，希望能从海尔的电子商务中获取灵感，为中国家电行业发展电子商务提供借鉴。关键词：家电业；电子商务；现状；对策；海尔- 1 -AbstractIn the current situation, China's household electrical appliance industry from price to quality, diversification of ductility of service sales, competition, competition became the new e-commerce channels, traditional household appliance manufacturers and retail companies in the country have "on-line", and continue to increase investment to develop online marketing, become the third largest channel of the household appliances market.Haier as the industry leader, in 2000, involved in the field of electronic commerce and new, its mode of payment is convenient, excellent service, personalized features with its brand value has the advantage of the rapid growt...
