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海尔集团线上线下营销模式分析
摘 要
随着互联网时代的到来，我们身边的许许多多传统和****惯例如交往方式和购物方式等都发生了巨大的改变，当然经销商们必须根据时代的改变而做出相应的回应。“网上购物〞这个词汇在当今已经算不上新鲜了，它更加成为了我们生活中的另一重要的购物方式。所以一个企业想要做大做强，必须要实现“网络营销〞来迎合消费者对新的购物方式的需求。
基于此，本文以海尔集团为例，将容分为四个局部进展论述。第一局部是导论，首先分析了国外家电行业的开展现状，并阐述了线上、线下销售渠道的概念与特点。第二、三局部是海尔集团线上与线下销售渠道分析，主要介绍了海尔集团电器的概况和线上、线下销售渠道分析。第四局部是海尔集团线上与线下销售渠道冲突分析，介绍了海尔集团渠道冲突的表现，随后提出了解决海尔集团电器渠道冲突的对策，通过线上营销和线下营销相结合的协同开展，同步提高渠道效益与集团利益。
关键词 海尔集团；家电产品；线上销售渠道；线下销售渠道
Analysis on the marketing mode of Haier group line
Abstract
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With the advent of the era of Internet, many traditions and habits around us such as munication way and the way of shopping, great changes have taken place, dealers must, of course, according to the change of The Times and makes the corresponding response. The vocabulary in today's "online shopping" has not new, more bee another important way of shopping in our life. So I want to be an enterprise bigger and stronger, must achieve "network marketing" to meet consumer demand for new way of shopping.
Based on this, this article in haier group, for example, the content is divided into four parts in this paper. The first part is introduction, firstly analyzes the home appliance industry development present situation at home and abroad, and expounds the concept and characteristics of online and offline sales channels. The second and third part is the haier group analysis of online and offline sales channels mainly introduced the haier group electric survey and the analysis of online and offline sales channels. The fourth part is the haier group online and offline sales channel conflict analysis, this paper introduces the haier group, the performance of the channel conflict, then puts forward some countermeasures to solve the haier group of electric channel conflict, through the implementation of online collaborative development channels benefit and the interests of the group synchronization.
Keywords Haier Group; appli