海尔集团电子商务战略分析

【摘 要】在网络经济的时代，电子商务已经逐渐成为人们进行商务活动的新模式。随着国际经济一体化进程的不断加快，企业与企业之间的竞争已经脱离了传统模式的特征，迅速趋于电子商务平台的竞争。企业要想获取持续性的发展，必须实施电子商务战略，在全球范围内提升自己的竞争力。海尔作为中国的跨国公司，在提高产品质量的同时，也在利用电子商务战略，使自己的产品逐步走向国际。因此，分析海尔电子商务战略对于海尔自身的发展以及推广电子商务都具有积极的促进作用。本文将在分析说明海尔电子商务发展现状以及其战略的基础上，总结海尔发展电子商务战略中存在的问题并提出一些建议，希望能为我国企业应用适当的电子商务战略大力发展电子商务提供有益帮助。
【关键词】海尔；电子商务；营销

An Analysis of Haier Group E-commerce Strategy
 
Abstracts: In the era of network economy, e-commerce has gradually become a new mode for business activities. With the acceleration of international economic integration process, the competition between enterprises has been detached from the features of traditional mode, and rapidly tends to e-commerce platform competition. In order to obtain continuous development, enterprises must implement e-commerce strategic, and upgrade their competitiveness in the global scope. As a Chinese multinational company, Haier is using e-commerce strategies to enable their products to gradually become more international while improving product quality. Therefore, the analysis of Hair’s e-commerce strategies plays a positive role in its own development and promotion of e-commerce. Basing on Hair’s e-commerce status quo, and the strategies, this essay summarized the problems and brought up some suggestions. Hope that the essay will be helpful for enterprises to apply appropriate strategies to develop e-commerce vigorously.
Keywords: Haier; E-commerce; Marketing

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