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研究生学号：1319115905研究生签名：
日期：2022.05.15
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研究生签名：
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日期：
2022.05.15
摘要
随着经济快速发展与居民消费的升级，国内家电市场产生了翻天覆地的变化，既有新的
发展机遇，又面临着极大的竞争压力。在电商经济飞速发展的影响下，很多经营家电的实体
店由于营销模式比较落后，销售规模在不断缩小。部分家电零售企业结合互联网进行转型，
以寻求新的发展出路，使得整个家电零售行业进入到了一个新的阶段，即全渠道零售阶段。
目前，很多企业全渠道营销还处在初步探索阶段，因此在营销过程中存在诸多问题。
本文以 MJ公司为研究对象，分析了该企业白电商品全渠道营销的现状以及营销环境，
提出全渠道营销策略优化建议。首先，设计了调查问卷，分别对企业内部员工和该企业白电
商品的消费者进行调研，并结合企业白电商品销售的实际情况，找出了该企业白电商品在全
渠道营销过程中存在的主要问题：产品决策不合理、价格体系紊乱、营销渠道存在冲突、促
销方式传统等。其次，运用 PEST分析模型和波特五力分析模型，分析了该企业白电商品的
营销环境。在宏观环境方面，虽然有所波动，但总体形势比较有利；在竞争环境方面，线上
线下渠道都面临着激烈的竞争，需要尽快对营销策略进行优化调整，以此提升核心竞争力。
最后，基于 4Ps营销理论，针对 MJ公司白电商品全渠道营销的实际情况，提出了营销策略
的优化方案。研究工作能够改进 MJ公司白电商品的营销状况，促进线上线下全渠道协同发
展，提升企业的经营效益，也为其他中小型家电零售企业全渠道营销提供参考。
关键词：零售业；白色家电；全渠道；营销策略优化
I
Abstract
With the rapid economic development and the upgrading of residents' consumption, the
domestic home appliance market has undergone earth shaking changes. There are not only new
development opportunities, but also great competitive pressure. Under the influence of the rapid
development of e-commerce economy, many physical stores operating household appliances are
shrinking their sales scale due to their backward marketing model. Some home appliance retail
enterprises are transforming in combination with the Internet to seek a new development outlet,
which makes the whole home appliance retail industry enter a new stage, that is, the omni channel
retail stage. At present, many enterprises' omni-channel marketing is still in the preliminary
exploration stage, so there are many problems in the marketing process.
Taking MJ company as the research object, this paper analyzes the current situation and
marketing environment of the enterprise's white household appliances omni-channel marketing, and
puts forward some suggestions on the optimization of omni-channel marketing strategy. Firstly, a
questionnaire is designed to investigate the internal employees of the enterprise and the consumers
of the enterprise's white goods. Combined with the actual situation of the enterprise's white goods
sales, the main problems existing in the whole channel marketing process of the enterprise's white
goods are found out: unreasonable product decision-making, disordered price system, conflict in
marketing channels, traditional promotion methods and so on. Secondly, using PEST analysis
model and Porter's five forces analysis model, this paper analyzes the marketing environment of
white household appliances of the enterprise. The macro environment is relatively favorable, but it
fluctuates in general; In terms of competitive environment, both online and offline channels are
facing fierce competition. It is necessary to optimize and adjust the marketing strategy as soon as
possible to enhance the core competitiveness. Finally, based on the 4Ps marketing theory and the
actual situation of MJ'swhite goods omni-channel marketing, this paper putsforward the
optimization scheme of marketing strategy. The research work can improve the marketing situation
of MJ's white goods, promote the coordinated development of online and offline omni-channel,
improve the operating efficiency of enterprises, and also provide reference for the omni-channel
marketing of other small and medium-sized household appliance retail enterprises.
Key words: Retail industry; White household appliances; Omni-channel; Marketing strategy
II