网购对家电企业渠道的影响分析及发展建议

Analysis and development proposals of channels for household electrical appliance enterprises by online shopping

随着我国网络购物的快速发展,越来越多的消费者纷纷通过网络来购买家电,网络即将成为家电市场的第三大渠道形态。网购对于家电企业的渠道而言具有拓展销售渠道、增强渠道控制力、降低渠道成本、加剧渠道冲突等影响。为此,家电企业可以采取密切与网络渠道的合作、加强对网络渠道的管控、在城镇及农村市场构建多元化的渠道体系、拓展新兴渠道举措来应对,最终使家电企业渠道得到更好的发展。

With the rapid development of online shopping in China,more and more consumers buy electrical appliances through internet,thus network appliances market will soon become the third largest channel.Online shopping influences channels for household electrical appliance enterprises so as to expand sales channels,enhance channel control,reduce costs of distribution and exacerbate channel conflict.To this end,the household electrical appliance enterprises can take close cooperation with the network channels,strengthen the management and control of network channels,build a wide range of channels system in urban and rural markets,develop new channel initiatives,and ultimately make channels for household electrical appliance enterprises be stronger.