| dc.description.abstract | With the phenomenal growth in E-Commerce sales, the physical market shrinks sharply. Facing the changes, it is important for brand owners to maintain sales through the physical channels, while effectively pursuing E-marketing at the same time. Home appliance, as a traditional industry, under this market structure changes, also unavoidably faces with declines in physical channels. The brands have to learn to transform and adapt to the new E-Commerce business settings, and search for breakthroughs and improvements.
This study focuses on company T, a domestic traditional home appliance brand company. Based on analysis of sales data in recent years, the sales changes in both virtual and physical channels are investigated. Analysis of data from different dimensions are also conducted, to explore the problems Company T is facing, including products, marketing, consumer feedbacks, SEO, etc. Through these analyses, this study attempts to develop strategies to cope with the challenges.
In formulating strategies, consumer behavior changes in the Internet were also looked into. The most obvious consumer shopping patterns differences between physical and virtual channels are “Searching” and “Sharing” by EC shoppers. This study also presents how to strengthen action plans in these two key steps. For instance, action plans call for improving SEO and company website, making use of Internet celebrities and usage reviews by bloggers, to increase the positive word of mouths, etc. Through a proof of concept pilot test, these actions have proven to be effective in driving the growths of E-commerce sales of company T. | en_US |