随着我国“互联网+”与产业不断融合，电子商务发展迅猛，B2C 模式的电商公司 不断推动产品新品类在网上销售，并主要推动着购物方式移动端化。TL 公司是一家进 行中央空调网络营销的电商公司，中央空调销售需要依靠售后服务系统，主要走线下渠 道，该品类的网上销售是近两年兴起并迅速发展的，TL 公司抓住机会获得了销售业绩 的快速增长，随着中央空调网络营销环境的变化，TL 公司的战略现状不足以支持公司 的持续发展，开始出现销售业绩下骨、销售成本升高等一系列问题。 本文通过分析中央空调网络营销外部宏观环境和公司内部条件发现，一方面国家政 策继续扩大内需和推动网购发展，有较好的网络营销环境。另一方面新型城镇化建设加 快，居民消费能力增长带动消费升级，中央空调在较低的渗透率基础上持续增长，市场 前景广阔。另外，根据 TL 公司的历史、资源、能力和核心专长分析结果，结合中央空 调网络消费者行为分析结果，找到了适合 TL 公司的细分市场和市场定位，最终选择并 确定的新的发展战略，即 SO 战略，利用市场发展的机会走差异化发展策略，进行市场 扩张。并针对战略实施提出了五种策略以及五种保障措施。本文目的是帮助 TL 公司理 清中央空调产品网络营销的发展方向，同时本文的分析内容和模型，可以为同类型网络 营销公司或电商创业者提供参考和借鉴。 关键词，网络营销/营销战略/中央空调/电子商务II ABSTRACT With the continuous convergence of China's Internet + industry and the rapid development of e-commerce, B2C electric business companies continue to promote the sales of new products on the Internet, and mainly promote the mobile end of shopping mode. TL Company is an e-commerce company that carries out on-line marketing of central air conditioning. The sales of central air conditioning depends on after-sales service system, mainly through off-line channels. The on-line sales of this category have risen and developed rapidly in recent two years. TL Company has seized the opportunity to obtain rapid growth. With the change of on-line marketing environment of central air conditioning, the strategic status quo of TL Company is insufficient to support its continuous development, a series of problems have appeared, such as sales performance skeleton, rising sales costs and so on. By analyzing the external macro environment and internal conditions of central air conditioning network marketing, this article finds that on the one hand, the national policy continues to expand domestic demand and promote the development of on-line shopping, which has a better network marketing environment. On the other hand, the construction of new urbanization is speeding up. The growth of residents' consumption ability leads to the upgrading of consumption. The central air-conditioning continues to grow on the basis of low permeability, and the market prospects are broad. In addition, according to the analysis results of TL company’s history, resources, capabilities and core expertise, combined with the analysis results of on-line consumer behavior in central air-conditioning, we find the market segmentation and market positioning suitable for TL company, and finally choose and determine a new development strategy, namely SO strategy, to take advantage of market development opportunities to take a differentiated development strategy and expand the market. Five strategies and five safeguards are put forward for the implementation of the strategy. The purpose of this article is to help TL company clarify the development direction of on-line marketing of central air-conditioning products. At the same time, the content and model of this article can provide reference for similar on-line marketing companies or e-commence startup company. Key words: On-line marketing/Marketing strategy/ Central air conditioning /E-commenceIII 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 第一章 绪论..............................................................................................................................1 1.1 研究背景与研究意义 ..................................................................................................... 1 1.1.1 研究背景.................................................................................................................. 1 1.1.2 研究意义.................................................................................................................. 1 1.2 研究主要内容与研究方法 ............................................................................................. 2 1.2.1 研究主要内容.......................................................................................................... 2 1.2.2 研究方法.................................................................................................................. 3 1.3 文献综述 ......................................................................................................................... 3 第二章 TL 公司概况及网络营销战略现状分析....................................................................7 2.1 TL 公司概况 .................................................................................................................... 7 2.1.1 组织结构及运作模式.............................................................................................. 7 2.1.2 主营业务产品介绍.................................................................................................. 8 2.2 TL 公司主营业务发展状况 ............................................................................................ 9 2.3 TL 公司中央空调产品网络营销战略现状及主要问题 ................................................ 9 2.4 本章小结 ....................................................................................................................... 12 第三章 TL 公司中央空调网络营销环境分析......................................................................14 3.1 中央空调网络营销环境 PEST 分析............................................................................ 14 3.1.1 政策环境（Politics）分析.................................................................................... 14 3.1.2 经济环境（Economic）分析................................................................................ 15 3.1.3 社会环境（Society）分析.................................................................................... 16 3.1.4 技术环境（Technology）分析 ............................................................................. 16 3.2 TL 公司行业竞争环境分析（五力模型分析） .......................................................... 17 3.2.1 供应商议价能力分析............................................................................................ 18 3.2.2 顾客议价能力分析................................................................................................ 18 3.2.3 潜在进入者分析.................................................................................................... 18 3.2.4 替代品分析............................................................................................................ 19IV 3.2.5 行业竞争者分析.................................................................................................... 19 3.3 TL 公司网络营销内部环境分析 .................................................................................. 22 3.3.1 网络营销历史与现行战略分析............................................................................ 22 3.3.2 网络营销资源分析................................................................................................ 24 3.3.3 网络营销能力分析................................................................................................ 25 3.3.4 网络营销核心专长分析........................................................................................ 25 3.4 TL 公司网络营销 SWOT 分析..................................................................................... 26 3.5 本章小结 ....................................................................................................................... 28 第四章 中央空调网络消费者行为分析................................................................................29 4.1 网络消费者基本行为特征 ........................................................................................... 29 4.2 中央空调网络购买行为调查 ....................................................................................... 30 4.3 中央空调网络购买行为分析 ....................................................................................... 35 4.4 本章小结 ....................................................................................................................... 35 第五章 TL 公司网络营销战略制定及实施保障..................................................................36 5.1 市场细分与定位 ........................................................................................................... 36 5.1.1 网络营销目标........................................................................................................ 36 5.1.2 市场细分................................................................................................................ 36 5.1.3 市场定位................................................................................................................ 37 5.2 战略选择 ....................................................................................................................... 39 5.3 战略确定 ....................................................................................................................... 40 5.4 TL 公司战略实施和保障措施 ...................................................................................... 40 5.4.1 战略实施策略......................................................................................................... 41 5.4.2 战略实施保障措施................................................................................................. 43 5.5 本章小结 ....................................................................................................................... 44 结 论........................................................................................................................................45