随着经济和科技的迅速发展，以及大数据时代的来临，能尽快抓住实体经 济与网络营销的融合，是每个企业刻不容缓的任务。XF家电从一个困境中求生 存的乡镇企业到在冰箱市场赢得一席之地，如今却显得力不从心，近些年屡屡 传出停产，不得不因经营不善向政府提交重整申请，这与其营销渠道和方式的 选择有重要联系。如今，成功的企业往往运用多渠道营销，即在某一市场领域 中，采用两种或两种以上的营销渠道接近客户群体。比如惠普把客户群体分为4 类，大客户、中等客户、小客户和更小客户，分别以销售人员推销、电话销售、 直邮和零售商，同时通过线上销售专门产品。在当前形势下，切实考虑XF家电 以及整个家电领域，推进其销售创新，引导家电企业将不同销售渠道融合起来， 是其发展的关键。 全文分为五部分。第一部分为引言，探讨论文主题，研究背景与意义，确 立研究内容和研究方法，最后是对研究的创新和不足之处进行总结。第二部分， 对案例进行客观描述。介绍XF家电的基本情况和分析范围，分析SWOT环境 因素，并从渠道管理现状、线上与线下销售的结合情况、目标市场和物流管理 几个方面得出销售问题产生的原因。第三部分是案例分析，通过对XF家电关系 营销的分析、线上线下销售情况、配送网络的分析，找出问题以便提出解决方 法。第四部分，根据4R理论制定营销策略，IMC理论整合营销模式，强调线上 销售和线下服务的重要性，实现产品的有效跟踪，最后在前期宣传产品和售后 服务上提出意见，为XF家电的整合营销提供改进思路及具体解决方案。第五部 分是全文的总结。 通过对XF集团网络营销渠道的陈述和分析，并提出相应的改进措施。第一， 实现线上营销与线下实体营销活动相结合，针对不同群体客户，制定不同营销 方案。第二，调整线下服务与售后，形成一种完整的营销流程。第三，建立健 全自己的官方网站，完善物流配送，增强服务意识。第四，家电线上销售的影 响会越来越大，家电厂商必须高度重视网络营销。第五，为能在市场中取得营 销渠道和价格的主动权，家电厂家必须加大品牌官方商城的力度，提高其销量。 关键词：营销渠道 网络营销 XF家电企业 II Abstract New retail is a kind of online and offline seamless docking, with the rapid development of economy and science and technology, as well as the coming of the era of big data, can grasp the real economy as soon as possible and the fusion of network marketing, is each enterprise urgent task. XF appliances from a predicament strives for the survival of the township enterprises to the market to win a place in the refrigerator, but now the co-action, in recent years been shut down, had to submit to the government because of poor management restructuring application, with the choice of the ways of marketing channel and has important connections. Nowadays, successful enterprises often use multi-channel marketing, that is, in a certain market area, two or more marketing channels are used to approach the customer group. Such as the HP customer group is divided into four types, large customers, medium customers, small and smaller customers, with sales marketing, telemarketing, direct mail, and retailers, at the same time through online sales of specialized products. Under the current situation, it is the key to the development of XF appliances and the whole home appliance field, to promote its sales innovation and to guide home appliance enterprises to integrate different sales channels. The paper is divided into five parts. The first part is the introduction, discusses the topic, research background and significance, establishes the research content and research method, and finally summarizes the innovation and deficiency of the research. The second part describes the case objectively. This paper introduces the basic information of the XF appliances and analysis, analysis the SWOT environment factors, and from the channel management present situation, the combination of online and offline sales, target market and logistics management from several aspects the causes of sales problems. The third part of XF home appliance is case analysis, through analyzing the relationship marketing, analyzing the online and offline sales situation, analyzing the distribution network, and finding out the problem to propose the solution. The fourth part, according to the theory of 4 r marketing strategy, III integrated marketing mode of IMC theory, emphasizes the importance of online and offline services, and finally on the previous promotional products and after-sales service to present an opinion, for the XF appliances integrated marketing ideas and specific solutions for improvements. The fifth part is the summary of the full text. By presenting and analyzing the network marketing channel of XF group, the corresponding improvement measures are put forward. Firstly, we should combine online marketing with offline physical marketing activities, and make different marketing plans for different groups of customers. Second, adjust the offline service and after-sale to form a complete marketing process. Third, establish and improve the official website, improve logistics distribution, enhance service awareness. Fourth, the impact of online sales of home appliances will become more and more important, and home appliance manufacturers must attach great importance to network marketing. Fifth, in order to get the marketing channel and price in the market, the appliance manufacturers must increase the strength of the brand official mall and increase its sales. Key word：Marketing channel network marketing XF appliance enterprises. IV 目 录 第一章 引言 ..................................................................................................... 1 第一节 选题背景和意义 ........................................................................... 1 一 选题背景 ....................................................................................... 1 二 选题意义 ....................................................................................... 1 第二节 研究思路与方法 ........................................................................... 2 一 研究内容 ....................................................................................... 2 二 研究方法 ....................................................................................... 2 第三节 研究案例概述 ............................................................................... 3 第四节 研究的创新与不足 ....................................................................... 4 一 研究创新 ....................................................................................... 4 二 不足之处 ....................................................................................... 4 第二章 案例描述 ............................................................................................... 5 第一节 XF家电概况和案例分析范围 ..................................................... 5 第二节 XF家电网络营销的SWOT分析 ................................................ 5 一 内部环境 ....................................................................................... 5 二 外部环境 ....................................................................................... 8 （一） 机会分析 ................................................................................. 8 （二） 威胁分析 ............................................................................... 10 三 竞争态势分析 ............................................................................. 11 第三节 细分市场和目标市场 ................................................................. 13 第四节 渠道管理现状 ............................................................................. 14 第五节 实体店与网络营销结合情况 ..................................................... 15 第三章 案例分析 ............................................................................................. 17 第一节 XF家电关系营销模式 ............................................................... 17 第二节 XF家电的营销策略 ................................................................... 18 一 XF家电各线上平台的销售情况分析 ....................................... 18 二 XF家电实体店的销售情况分析 ............................................... 19 V 三 XF家电线上与线下营销利益冲突分析 ................................... 20 第三节 XF家电与家居企业的合作 .....................................