| With the gradual improvement of people’s living standard, Chinahousehold appliance industry is perfect step by step of its industrial chain and the corresponding industry system, especially with the developmentof real estate, the rapid development of home appliance manufacturing industry, household appliances consumer market, pushing the appliance industry in promoting national economic development, promoting national economic indicators of health and sustainability the development of linksbecome the mainstay force, apparently, household electrical appliance industry has become the leading product of the growth of national economy, it has become an indispensable part of sustainable development in the economic strength to achieve the China. Especiallybefore a few years of home appliances to the countryside activities,change new activities, to the old energy-saving products Huiminengineering policy means to promote the development of home appliance industry, not by the global economic crisis too big wave and, then ingovernment 4 trillion economic stimulus and policy of force, with the gradual revival of the Chinese economy. China’s urban and ruralhousehold electrical appliance market consumption potential will be further released, and promote China’s household electrical appliance industry, the second half of the economy picks up, thereby promoting the appliance industry chain again perfect, promote again optimizecorresponding industries, thus established the position of key household electrical appliance industry in the development of the national economy.But in recent years, because of the traditional home appliance chain enterprises(especially the Suning, GOME) in an attempt to compete for market share of crazy playing the price war, the more malignantdevelopment makes the manufacturer brand value is reduced, the serious business of industrial upgrading is relatively slow andindependent intellectual property rights can not get a promotion and innovation ability drops, transforming science and technology level lack of attention to the industry is becoming increasingly serious, with the 2007 South China frozen disaster, the first half of 2008 the global economic downturn, the economic cold wave, lead to enterprise cost pressure, was forced to revalue the export Europe and America, various authenticationmechanism complicated trade barriers times out, and home applianceson the meager profits, resulting in the sale of poor, investment is largeand the oversupply of Chinese household electrical appliance industrystruggling, the traditional electric black(color TV), white(ice wash coldair) sales growth was lower than we expected.The first chapter is the introduction, mainly in the electrical appliance industry in 2014 sales as the background, through the home applianceproducts "high, big," and "health, environmental protection, safety" tointroduce the importance of home appliances on the national economy and people’s livelihood, and key breakthrough channel construction topic of household electrical appliance industry, the main research in the Internet wave after wave of activity, especially electronic Business Company in tmall Taobao, Jingdong Mall as the representative of the(hereinafter referred to as the "electric") gradually rise, where the home appliance industry will move toward the entity shop, and take this as thetopic, identified by analyzing the experience summary and casediscussion, and put forward the shortcomings of the lack of theoreticalsupport for the corresponding.The second chapter is mainly through the electronic commerce activities in the traditional sense(hereinafter referred to as the "electric") to cross reference and entity shop. Distinguished by the definition of electric andphysical stores and actual description, sum up and analysis the change and evolution of electric business pattern(such as between the enterprises and the consumers of electronic commerce Business ToConsumer, that is B2 C mode; enterprise and inter enterprise electronic commerce Business To Business, that is B2 B mode; consumers andconsumers between the electronic commerce Consumer To Consumer,namely C2 C mode; and under the line between business and Internetelectronic commerce Online To Offline, that is O2 O mode), and through the various stages of model elaboration, analysis of the development of electric business side gradually mature, system. Then, further analysis of the advantages and disadvantages in traditional sense electric and entity shop, put forward the electric and entity shop symbiotic harmony may bethe future direction of development of home appliance industry entity shop.The third chapter is mainly about the analysis of tmall Taobao years "double eleven" amazing sales case. Through the review on since 2009,tmall Taobao "double eleven" record, put forward to affect the business on the traditional home appliance chain enterprises, and through the traditional home appliance chain enterprises such as Gome, Suning,response to electric take, preliminary lock appliance industry’s future iselectric and entity stores co-exist trend.The fourth chapter is to analyze the existing pattern of Gome, Suning,jingdong. In the first half of 2014 earnings as the breakthrough point,through the analysis of the first half revenue and gross profit rate of threelarge home appliance retailers on 2014, cross comparison of the threebusiness model, combined with the face of electric shock, rapid responseand response program of Gome and Suning, further development direction of electric lock and store the coexistence of household electrical appliance industry the future.The fifth chapter is through the appliance industry suppliers and store the advantage and disadvantage of the further comparison, to illustrate thefuture development trend of household electrical appliance industry entity shop. The second chapter and the third chapter and the fourth chapter of the progressive layers, further analysis of home appliance industrybusiness and store the advantages and disadvantages of the existingempirical case contact mode, combined with strategic trends for 2015 three large retailers and major manufacturers start analysis, proposes the electric industry in the future should be the integration of the business platform and the entity shop symbiosis, namely online and offline binding(Online And Offline, that is OAO mode, namely the business platform and the entity shop mutual integration management mode).The sixth chapter is the conclusion. Through the front analysis, finally draws the conclusion, no matter traditional Gome and Suning Appliance Retailers, or the height of the Jingdong, Taobao tmall online retailer, to achieve 15 years and even the future victory, must learn from each other,explore, find a way to live on his own from, and achieve mutualcoexistence, Mutual Financial students and complement the business platform and the entity shop.This article mainly from home appliance industry starting with the analysis of channel construction, under the influence of Internet, the development direction of household electrical appliance industry entity shop, through the empirical case analysis, through the Taobao Tmall business analysis,by Gome, Suning, Jingdong sales profit of comparative analysis, and as abenchmark to judge according to the relevant theoretical knowledge, to predict and judge the future bold the development trend of household electrical appliance industry entity shop, from theory to practice, from data to analysis, from the analysis of the phenomenon to the layers of analysis, in the Internet economy tide, the home appliance industry entity shop will decide on what path to follow, and put forward the feasibilitystrong suggestions. |
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