B2C電子商務在小家電行業的應用研究

電子商務論文編號:DZ027        包括:開題報告及任務書,論文字數:15197,頁數:20

目  錄

1 引言 ...........................................................2
1.1 研究背景和意義 ...............................................2
1.2 小家電B2C國內外發展狀況 ......................................2
1.2.1 小家電B2C國外發展狀況 ......................................2

1.2.2 小家電B2C國內發展現狀 ......................................3
1.3 本文研究路徑 .................................................3
1.4 本文創新與不足 ...............................................3
2 小家電和B2C概述 ................................................3
2.1 小家電的類別 .................................................3
2.2 B2C電子商務具體實現模式...................................... 4
2.3 B2C模式是小家電發展的必然趨勢 ................................5
3 小家電B2C電商模式的可行性分析.................................. 6
3.1 B2C電子商務企業相對于傳統企業的優勢 ..........................6
3.2 小家電的發展前景 .............................................7
3.2.1 小家電在中國依然是奢侈品，而非必需品 .......................7
3.2.2 小家電將會蓬勃發展 .........................................7
3.3 小家電的B2C模式適用性分析 ....................................9
4 小家電運用B2C電子商務模式的SWOT分析 ............................9
4.1 小家電電子商務企業具有的優勢 .................................9
4.2 目前電子商務企業的劣勢 .......................................10
4.3 小家電電子商務企業的外部機遇 .................................11
4.4 小家電電子商務企業的外部挑戰 .................................12
5 小家電B2C電子商務企業發展策略定位 ..............................14
5.1 創立品牌 .....................................................14
5.2 低價策略 .....................................................14
5.3 滿足客戶個性化要求........................................... 15
5.4 以服務樹立品牌并建立商家信譽 .................................15
5.5 立足本地，輻射全國 ...........................................16
5.6 以客戶利益出發的專業網站設計戰略 .............................16
6 總結與展望 .....................................................18
參考文獻......................................................... 19
致謝 .............................................................20

摘   要

     隨著電子商務在全球范圍的不斷進步，B2C模式的網上零售作為一種新的購物渠道，由于自身的低成本等優勢，發展非常迅速。而隨著人們的生活水平的不斷提高，小家電在中國不斷普及，小家電行業的競爭也隨之日趨激烈。如何改變傳統模式中管理成本高、流通費用昂貴等問題，在激烈競爭中生存和發展，是小家電行業的一個迫切需要解決的問題。
本文主要分析了B2C電子商務模式在小家電行業的適用性和可行性，并嘗試提出了企業的發展策略定位。文章首先分析了小家電B2C模式運用的國內外發展狀況，簡單介紹了小家電和B2C的一些概念性問題；緊接著對小家電實行B2C電子商務模式進行了可行性分析；在此基礎上，重點對企業實行B2C電商模式進行了SWOT分析，并提出了幾點小家電B2C企業的發展策略定位意見，如創立自身品牌、低價策略、以客戶利益出發設計專業網站等。

【關鍵詞】電子商務 小家電 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