| In the past 20 years, our domestic household electric appliance industry has got great achievements in the fields of technology improvement, brand establishing, enlarging the production scale and improving the products quality. In order to compete with others, some household electric appliance manufacturers such as HAIER and KELON have implemented the Electronic Business for improving their marketing and management , and they have got some achievements in those fields. How does the Electric Business enhance their economic achievements are well worth studying.In my thesis, at first, I illustrate the definition of Electronic Business and illustrate the Macro- economic environment and enterprise's technical platform for developing the Electronic Business, then I brief the marketing power of Electronic Business of HAIER , KELON and other enterprises', subsequently, I illustrate how the Electronic Business improves the marketing achievements of the enterprise in the following aspects:1. At present, our domestic household electric appliance industry has entered the phase of "innovation driving". Correctly following and Leading consumers' differential demand is very important to the success of a enterprise. The technical platform and communication media provided by Electronic Business enable the manufacturer to produce differential product for different customers efficiently, at the same time, the manufacturer's flexible processing method enable the manufacturer to control the cost of making differential products effectively.2. Electronic Business enables the enterprise to supply the goods and service more rapid, Electronic Business provides the interactive channel for the manufacturer and the customers, Electronic Business establishes a communication community between the manufacturer and the customers, Electronic Business helps in realizing " purchasing all kinds of household electric appliance in one shop", so that ,the customers will be more loyal to the enterprise, the sale and income will rise. Electronic Business establishes a chain which is consisted of up-reached and down-reached enterprises, at the same time this chain is3. connected with chains of other enterprises' and other industries'. This Chain enables the enterprise to save purchasing cost and transportation cost, lift the speed during meeting with the demands of the market , and consequently lift the competitiveness of the enterprise.4. When the Electronic Business enters the enterprise, the management structure will become flat or informationized instead of being linear. The new style is customer-oriented, all departments including infrastructure, R&D, quality control, human resource management, financial management etc constitute a chain where the information is running non-stop and smoothly.5. Theoretically speaking, database marketing and e-mail marketing can reduce the cost of advertising. But at present, the e-mail marketing is not able to play effective role in the marketing in China. Because the database of the enterprises' is very young, it can not provide enough e-mail addresses for e-mail marketing , the outside professional e-mail marketing providers are not very experienced. 6. When the Electronic Business is introduced into one household electric appliance manufacturer, its traditional dealers still have the existing ground, but the dealers' marketing mix and their market role will change inevitably. Only by finding the diverse demands of the customers', meeting with their desires and collaborating with the manufacturer in communicating with the customers, the dealers can get the developing prospect. 7. When implementing Electronic Business, the household appliance manufactures should closely collaborate with the professional transportation providers, and attending the exhibitions is also very necessary at present.8. When our household electric appliance manufacturers do markteting in the world, Electronic Business can play an important role in this process. It is helpful for saving advertising expense,... |
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