摘要近年来，我国的电子商务一直保持又快又稳的发展。电子商务应用得越来越广泛，消费者的购物方式也发生了很大的变化。这种变化对家电企业的电子商务产生巨大的冲击和影响，传统家电企业能否把握适合有效的营销模式至关重要。47240

本文通过整理已有文献和资料，从家电企业营销渠道有关方面进行研究，对目前研究进行归纳整理。通过对家电企业的发展情况和电子商务运用情况分析，从电子商务应用下的渠道着手，以奥普公司为例，分析家电企业电子商务应用的实际情况，并提出相应的对策。

本文主要分为四部分进行阐述：第一部分：绪论，介绍论文研究的背景，研究的意义，研究方法；第二部分是相关概念和理论概述，概述家电产品的定义和营销渠道的理论；第三部分主要研究我国家电行业电子营销渠道情况，包括我国家电行业历史发展过程、家电行业发展特征、家电行业电子应用情况等；第四部分：阐述奥普公司电子商务应用下的营销渠道分析，从公司简介、电子商务渠道管理、SWOT分析等进行深入的分析；第五部分：通过前两章的分析探讨，对我国家电企业的电子商务发展进行总结，并对其发展提出可行性建议以及给予期望。

毕业论文关键词：家电  电子商务  营销  渠道

Abstract: In recent years, China's e-commerce has maintained fast and steady developing. E-commerce application becomes more and more widely, and the way of consumers' shopping also have great changes . The change of appliances enterprise electronic commerce have a huge impact on the traditional home appliance enterprises whether can grasp the suitable and effective marketing model is very important.

Based on the existed literature and data, I summarized the present research from the marketing mode and the appliances enterprise marketing channel research about two aspects .Based on the development of household appliance enterprises and analysis of electronic commerce application situation, analyses the actual situation of the appliances enterprise electronic commerce application,begin from channels under the e-commerce applications,Taking an example of aupu,and puts forward corresponding countermeasures.

 This article mainly the pided into four parts: the first part: introduction paper research background, significance, methods; The second part is the summary of relevant concepts and theories, Outlines the definition of electrical appliances product and marketing theory; The third part mainly studies electronic marketing channels of our country home appliance , including the historical development process of our country home appliance industry, household appliances industry development characteristics, household appliances industry electronic application etc; The fourth part: Taking an example of aupu, analysis marketing channel under the e-commerce application , including the company profile, the e-commerce channel management, SWOT analysis and so on; The fifth part: Through the analysis of the first two chapters, summarize electrical appliances enterprise electronic commerce development in our country, and puts forward feasible suggestions on development and giving expectations.

Keywords: electrical ;  appliances;  e-commerce;  marketing; channels

 目录

图索引 5

1、 绪论 5

1.1研究背景与意义： 6

1.2研究内容 7

1.3研究方法 8

2、家电企业电子商务应用营销渠道相关的概念和理论 9

2.1家电定义 传统家电企业奥普电子商务应用的营销模式研究:http://www.751com.cn/guanli/lunwen_49385.html