Yonghong Wang , pp. 55. MAM/Sektionen för Management, 2012.
In order to cope with the challenges, more and more Chinese home appliance enterprises have adopted the 4R marketing strategy,because the biggest characteristic of the 4R marketing theory is that it is competition-oriented. It is based on increasingly mature market and fierce competition situation to focus on interaction and a win-win situation between enterprises and customers, it not only actively adapts to customers’ needs, but also actively creates demands, it use optimized and systemic thinking to integrated marketing, through relevance, relationship, reaction and reward strategies to form an unique relationship with customers, so as to connect enterprises with customers to build and form enterprises’ competitive advantages; meanwhile, more and more Chinese home appliance enterprises also try to achieve the 4R marketing strategy by applying e- commerce, as e-commerce mode is conducive for home appliance enterprises’ reducing marketing costs to meet consumer demand.
This study aimed at discussing the impact of e-commerce on application of 4R marketing strategy in Chinese household appliance enterprises. This paper adopted a quantitative research method. There were 250 copies of questionnaire which have been released, the objects are China's home appliance consumers, the main purpose of this study is to serve customers, and consumers have direct experience for the advantages and disadvantages of e-commerce model. Therefore this article was through understanding consumers’ evaluation on e-commerce pattern to explore the impact of e-commerce on the 4R marketing strategy.
The research results of this study indicated that enterprises were through the application of e- commerce to meet consumers’ diverse needs to establish a relationship of relevance with customers to form a kind of mutual assistance, mutual demand, and mutual need relationship. In short, the application of e-commerce mode in Chinese home appliance enterprises facilitates the implementation of the 4R marketing strategy. However, it should be noted that there are some problems existing in application of e-commerce which need to be resolved in future, such as problems of distribution in logistics, network security,etc.
Keywords: e-commerce; household appliance enterprises, the 4R marketing strategy;