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眼下,随着淘宝、天猫、京东等一批线上交易平台的飞速增长,传统零售企业如苏宁电器、国美电器等也加入电子商务的大军。而对于小家电生产企业,在把握电子商务这一契机的同时,如何进行网络营销,并通过网络渠道提升企业品牌价值、促进电子商务及传统商务营收的增长,成为一个极为重要的课题。本文以XD电器为例,来谈谈小家电企业在经营网络渠道中的“内伤”问题,以及如何“疗伤”(给出解决方案),希望能给读者带来启示。
Right now, with the rapid growth of a number of online trading platforms such as Taobao, Tmall and Jingdong, traditional retail enterprises such as Suning Appliance and Gome also joined the ranks of e-commerce. As for the small home appliance manufacturers, it is an extremely important issue to grasp the opportunity of e-commerce, how to carry out network marketing, and to promote the brand value of the enterprises through online channels so as to promote the growth of e-commerce and traditional business revenues. In this paper, XD appliances, for example, to talk about small household electrical appliance enterprises in the management of network channels “internal injuries ” and how “healing ” (given the solution), hoping to bring inspiration to readers.