ABSTRACT
In the course of a 20 years of reform and opening up in China, the home appliance
industry has developed into one of the leading manufacturing industry in China. At present
China's economic development faster, gross domestic product (GDP) growth rate ranks high
in the world, the residents income steadily. But at present, China's household electrical
appliance manufacturers at home and abroad faces huge pressure of competition, the market is
relatively saturated, value-added space of the traditional business shrinking, home appliance
enterprises urgently need to improve their competitiveness. In order to adapt to changes in the
global competition environment, electrical home appliances manufacturing enterprises in
China need according to their own development goals and competitive strength, adopted
different competitive strategy. This article from the electronic commerce to the influence
analysis of the channels of household appliance enterprises, discusses the electronic
commerce environment enterprise change channels to strengthen brand loyalty, expand
product market, lower marketing costs and improve the effect of supply chain management,
etc. Combined with haier, kelon and other e-commerce practice carries on the analysis of the
enterprise. In this paper, the conclusion will be related to home appliances industry
enterprises have certain reference significance.
Keywords: Electrical home appliances products; Sales channels; Marketing strategy; The
electronic commerce
