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avior to improve manufacturers’ and trade companies’ sales revenue, so that e- commerce mode is conducive to the implementation of reward. 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 关键词: e-commerce; household appliance enterprises, the 4R marketing strategy;

Abbreviations

RMB: Renminbi
SPSS: Statistical Product and Service Solutions
4P: Product, Price, Place, Promotion
4C: Customer, Cost, Convenience, Communication
4P: Product, Price, Place, Promotion
4R: Relevance, Reaction, Relationship, Reward
B2C: Business to Customer
B2B: Business to Business
C2C: Consumer to Consumer

 

Table of Contents 目录

 

List of Figures and Tables 7
1.0 Introduction 简介 10
1.1 Background 背景 10
1.2 Problem discussion 11
1.3 Research question, objective.. 13
1.4 Process and delimitation and hypothesis.. 13
1.5 Structure.. 14
2.0 Methods 15
2.1 Introduction of this chapter 15
2.2 Choice of methodology 15
2.3 Research methods 16
2.4 Data statistics 16
2.5 Limitation 17
3.0 Theory 历史 17
3.1 Marketing strategy 17
3.2 E-commerce mode 20
3.3 E-commerce and the 4R strategy 21
3.4 Challenges that e-commerce faces 25
3.5 Critical analysis 27
4.0 Empirical results 28
4.1 Introduction 28
4.2 Demographic data 28
4.3 Validity and reliability 29
4.4 Questionnaire 30
5.0 Analysis 47
5.1 Relevance 47
5.2 Reaction 49
5.3 Relationship 50
5.4 Reward 52
5.5 Problems 53
5.6 Summary 54
6.0 Conclusions and implications 54
6.1 Main Points 54
6.2 Limitation 55
6.3 Further research 56
6.4 Implications 56
References 参考文献 58
Appendix A: Questionnaire 62

List of figures and tables
Figure 1: Sale Scale of Chinese B2C Market
Figure 2: 360 Buy’s Sales Revenue
Figure 3: Demographic Data
Figure 4: Relevance 1
Figure 5: Relevance 2
Figure 6: Relevance 3
Figure 7: Reaction 1
Figure 8: Reaction 2
Figure 9: Reaction 3
Figure 10: Relationship 1
Figure 11: Relationship 2
Figure 12: Relationship 3
Figure 13: Reward 1
Figure 14: Reward 2
Figure 15: Reward 3
Figure 16: Weaknesses

Table 1:  Group Statistics
Table 2: Independent Samples Test
Table 3: Group Statistics
Table 4: Independent Samples Test
Table 5: Group Statistics
Table 6: Independent Samples Test
Table 7: Group Statistics
Table 8: Independent Samples Test
Table 9: Group Statistics
Table 10: Independent Samples Test
Table 11: Group Statistics
Table 12: Independent Samples Test
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