The Study On The Marketing Strategy Transformation Of The Home Appliance Retail Enterprise In The Network Environment

Modern human technology is rapidly changing era, along with the rapid development of computer technology, network technology and communication technology are constantly upgrading. The development of the network completely changed the marketing environment of business, and it caused a change of customers, producing, buying behavior, communication, payment methods, such as changes in the way consumers share. Faced with these environmental changes due to networks brought about by, home appliance retailers have to change their marketing environment adequately studied under the Internet situation and the impact of these changes caused, and to take prompt and effective measures to deal with the Internet environment electricity supplier the impact of the platform, the implementation of home appliance retail business marketing strategy transformation. In such a social atmosphere, the paper studies the network environment for this article appliance retail business marketing strategy transformation. By marketing research theory and found that retail business problems, the study analyzes the network environment based on competitive environment home appliance retailers, and takes Gome company for an example, under the network environment home appliance retailers' Marketing Strategy Transformation conduct the study. By the application of literature research, case studies, theoretical analysis and other research methods to the theory of marketing strategy, retail development, network marketing produce, marketing strategy, strategic transformation, integrated marketing and Direct Marketing and other related theory, the paper analyzes the appliance retail business marketing strategy based network environment. How to develop for retail enterprises under the network in an increasingly competitive environment, to improve the core competitiveness of enterprises, are the problems for management process. Home appliance retailers in developing their own business is bound to face in the presence of internal and external environment changes, changes in the network environment is also bound to affect appliance retail business marketing strategy. For the development and the status quo of Gome, the paper identifies the advantages and disadvantages of strategic transformation, citing marketing strategy in the implementation of restructuring initiatives undertaken, find inspiration marketing strategic transformation obtained for the network environment Construction of retail marketing system and marketing model to build a further application strategy. The strategy includes revelation organizational structure, business models, marketing channels and optimizing network technology level and so on. The main purpose of this paper is to study the examples of the network environment by the retail home appliance business marketing strategy transformation strategy to explore, for the study in the Internet environment, help in the home appliance retailers to explore channels, technology, business model, etc. and to accelerate the implementation of its marketing strategy in the network environment in transition, there is some reference for the theory and practice of promoting the development of management in the network environment for retailers.