传统家电企业的互联网转型升级战略(任务书,开题报告,论文13000字)
摘 要
本文研究了互联网时代背景下，传统家电企业的机遇和挑战以及面对互联网和电子商务冲击的转型升级战略。在现有背景下，针对其他传统企业转型的研究和家电企业针对非互联网转型的研究较多，缺少针对互联网背景下的传统家电企业转型升级战略研究。针对研究的目标，本文制定了综合研究文献资料的研究方案，根据企业转型升级战略理论，结合格力的单案例分析，得出了相关研究结论。为了达到整体行业透视具体案例的效果，具体开展了根据目前研究现状对互联网背景下传统家电企业转型升级的SWOT分析，并结合了格力在传统家电企业互联网转型升级过程中的现状和战略，对比SWOT分析所得到的行业启示，研究出格力转型的借鉴意义。传统家电企业应该采用优势＋机会的组合，既发挥好内部产品与品牌优势，又利用好外部的互联网技术，进行战略转型升级。传统家电企业，一般都拥有自己的品牌与产品，这些现有的品牌和产品作为一种优势，在互联网时代更加的有口皆碑。所以，传统家电企业应该坚持本来的产品和品牌优势，并且借助互联网技术和电子商务平台，实现实体和网络的融合，把用户、供应商、员工与政府等其他利益相关者也融进企业的发展进程中。建立互联网思维，推行有力的转型升级举措，是传统家电企业互联网转型升级战略的重要启示。
关键词：家电企业；互联网；转型升级；电子商务
Abstract
In this paper, the transformation and upgrading strategy of traditional household appliance enterprises due to impact of internet and e-business along with their opportunities and challenges have been studied. Under this circumstance，so many studies focus on the transformation of other kind of traditional enterprises and which focus on transformation not related to internet. The lack of studies on transformation and upgrading strategy of traditional household appliance enterprises under the background of internet has become a problem which this paper paid attention to. Focusing on the purpose of study, this paper set a study plan to summarize all the related documents and information, according to the theory of transformation and upgrading theory of enterprises, combined with the single case study of GELI, there comes related study conclusion. In order to get the effect of understanding specific case from the whole industry, this paper developed a SWOT analysis focusing on the transformation and upgrading of traditional household appliance enterprises under the circumstances of the development of internet combined with the present study situation. This paper also combined the present situation and strategy of GELI in the process of transformation and upgrading of traditional household appliances, compared with the industry inspiration from SWOT analysis, studied out the significance of experience of the transformation of GELI. Traditional household appliance enterprise should use the mix of advantages plus opportunities, not only use the inside advantages of product and banding well, but also use the outside internet technology to develop the transformation and upgrading strategy. Many traditional household appliances enterprises have their own brand and product, these holding brands and products can be seen as a kind of advantage. With the help of internet technology and e-business platform, the harmony of online and offline can be realized. User, supplier, staff, government and other stakeholder can also become a participator in the process of the development of enterprise. Building up thought of internet and perform effective reform of transformation and upgrading are the important conclusion of strategy of transformation and upgrading of traditional household appliance enterprise under the circumstances of the development of internet.
Key Words：household appliance enterprise；Internet；transformation and upgrading；e-business
目 录
摘 要 I
Abstract II
第1章 绪论 1
1.1研究目的和意义 1
1.1.1研究背景和目的 1
1.1.2研究意义 2
1.2国内外研究综述 2
1.3研究内容和方法 3
1.3.1研究内容 3
1.3.2研究方法 3
第2章 相关基础理论 4
2.1战略相关理论 4
2.2战略转型的相关理论 4
2.3企业升级和企业转型的区别 4
2.4互联网主要形式与特点 4
2.5电子商务概念 6
第3章 互联网环境下传统家电企业SWOT分析 7
3.1互联网环境下传统家电企业的优势 7
2.2互联网环境下传统家电企业的劣势 7
3.3互联网环境下传统家电企业的机会 7
3.4互联网环境下传统家电企业面临的威胁 8
3.5互联网环境下传统家电企业转型升级的启示 8
第4章 传统家电企业格力的发展战略和借鉴意义 9
4.1格力的发展和现状 9
4.2格力发展中存在的问题 10
4.2.1格力空调增速缓慢且国内市场变窄 10
4.2.2智能家居领域涉足较少 10
4.2.3生产制造信息化程度较低 10
4.3格力打造互联网渠道新格局 11
4.3.1一个赌约引发新旧渠道碰撞 11
4.3.2参加互联网大会开始触网 11
4.3.3充分改革调整线下渠道 11
4.3.4和阿里京东战略合作深度互联网化 11
4.4格力领导者的影响因素 12
4.4.1高层领导者的心理资本 12
4.4.2以制度为中心的管理风格和思想 13
4.5格力经验对传统家电企业转型的借鉴意义 13
4.5.1建立多元化产品体系 13
4.5.2建立网络经销体系 13
4.5.3调整渠道商管控强度 14
4.5.4管理者优化认知提升领导力 14
第5章 结论与展望 16
5.1研究结论 16
5.2研究展望 16
参考文献 17
致谢 18
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