我国出口型灯饰制业企业电子商务营销发展分析.docxVIP

我国出口型灯饰制造企业电子商务营销发展分析 [摘要]: 随着全球经济一体化，发达国家产业调整的步伐进一步加快，一般照明电器产品生产大量向发展中国家转移，而中国又是一个比较适合的国家，一是中国具备生产这些产品的条件，二是劳动力成本比较低，从而使中国逐步成为照明电器产品出口大国，中国的照明灯具行业总产值连续5年以加%的年增长率增长。 我国的灯具产品主要是以出口为主，北美和欧洲是公司照明产品的主要市场，约占到我国灯饰企业照明产品出口额80%，亚洲市场也有不小的增长。尽管海外市场是灯饰企业的主要市场，而且目前灯饰企业的国内市场开拓得并不尽如人意。但本文明确提出国内市场将是灯饰企业今后的重点目标市场，国内市场绝对不容忽视。故本文所提出的营销分析和策略也主要是针对国内巨大的灯饰市场。 关键词： 电子商务，因子分析，灯饰企业 abstract With the globalization of economy, the developed countries accelerate their adjective step more, a great deal of manufacture of normal and simple illumination and lighting Product have been transferred into the developing countries. At the same time, china is relatively suitable country. Our Product are mainly export to oversea, the north America and the Europe are our key market, the business in these two area are account about 80% of our exportation volume, and the Asia market also increase a lot this year. Even though the oversea market is the main market of our lighting company, and the exploit its status of the domestic market do not satisfying, but we still Put forward our view Point clearly that the domestic market is the key market of our lighting company in the future, we cannot ignore it. Keyword：Electronic commerce, factor analysis, lighting enterprises 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc355448554 1. 灯饰产品及其营销特点 PAGEREF _Toc355448554 \h 3 HYPERLINK \l _Toc355448555 1.1 灯饰产品的特点 PAGEREF _Toc355448555 \h 3 HYPERLINK \l _Toc355448556 1.2 灯饰产品的市场现状 PAGEREF _Toc355448556 \h 4 HYPERLINK \l _Toc355448557 1.2.1 国内灯饰市场的现状 PAGEREF _Toc355448557 \h 4 HYPERLINK \l _Toc355448558 1.2.2 国外灯饰市场的现状 PAGEREF _Toc355448558 \h 5 HYPERLINK \l _Toc355448559 2. 灯饰产品需求及顾客消费行为分析 PAGEREF _Toc355448559 \h 7 HYPERLINK \l _Toc355448560 2.1 灯饰产品需求分析的基本框架 PAGEREF _Toc355448560 \h 7 HYPERLINK \l _Toc355448561 2.1.1 影响灯饰产品需求的宏观环境 PAGEREF _Toc355448561 \h 7 HYPERLINK \l _Toc355448562 2.1.2 消费行为 PAGEREF _Toc355448562 \h 8 HYPERLINK \l _Toc355448563 2.1.3 各种类型的灯饰产品的需求比例 PAGEREF _Toc355448563 \h 8 HYPERL