电子商务的发展引发全社会的共同关注，国家各部门相继出台大量相关支持
政策及法律法规，可以说，电子商务已是无法抵抗的新趋势。企业必须尽快
融入电子商务的大潮，拥抱新经济，才能取得更进一步的成长和发展

KL 公司是一家全球领先的卫浴生产商，拥有卓越的品牌及强大的线下
营销渠道，电子商务带来的不仅仅是挑战，更多的是新的发展机遇。作为典
型的传统制造行业，KL 公司需要了解电子商务发展的趋势，深入洞悉其中
的发展规律，在复杂多变的互联网环境中，结合自身状况，找到发展及转变
中面临的问题，通过对组织本身的改造，找寻到适应自身发展的电子商务发
展策略，为企业在新经济条件下创造可持续性的发展之道

本文采用理论研究与案例研究相结合的方法，综合使用文献分析法、问
卷法、工作访谈等形式，对 KL 公司电商策略相关影响因素进行研究。首先，
笔者对影响国内电子商务环境的宏观环境和行业背景进行了详细的论述，确
立电子商务是 KL 公司未来重要的销售渠道及主要的增长点。通过对家装平
台及主要业务模式的研究，结合 KL 公司自身的优劣势，为 KL 公司在电商
平台选择及建设的策略提供帮助

其次，笔者通过大量收集对比各大电商平台的消费数据，结合相关电商
环境下消费行为的文献研究，分析了电子商务的发展对于消费者的购买行为
及企业经销产生的影响，总结了电商环境下卫浴家装行业面临的问题和困难，
通过对卫浴网络消费习惯、消费路径以及消费特征等内容进行了分析整理

最后，笔者大量拜访行业内的专业人士，并和 KL 公司管理层、员工、
经销商先后进行了多场的专项讨论，深入了解 KL 公司电商的具体管理问题，
包含渠道冲突及协调发展、顾客体验、物流服务、安装售后等，分析了其中
面临的机会和问题。通过对比研究分析，制定出 KL 公司针对三大电商平台东华大学工商管理硕士学位论文
V
的策略优化建议，并依据 KL 公司实际情况，提出了相应的策略实施保证的
建议

希望本文能够对 KL 公司制定全方位电子商务战略提供一定的帮助，对
相应策略优化起到一定的借鉴作用，使 KL 公司能够最终达成线上线下全面
融合，提升客户体验，在新经济的竞争中立于不败之地

关键词 电子商务 策略 卫浴 渠道 客户体验东华大学工商管理硕士学位论文
VI
Abstract
At present, e-commerce has entered a stage of rapid development in the world,
and so is in china. The development of e-commerce has aroused the common
concern of the whole society, the various departments of the state have issued a
large number of relevant supporting policies and laws and regulations.
Enterprises must be integrated into the tide of e-commerce as soon as possible,
embrace the new economy, in order to achieve further growth and development.
KL is one of the world&39;s leading manufacturer of sanitary wares, with excellent
brand and strong offline marketing channels, e-commerce brings not only
challenges, more new opportunities for development. As a typical traditional
manufacturing industry, KL company needs to understand the development trend
of e-commerce, insight into the law of development in the complex Internet
environment, combined with their own situation, facing the development and find
the problems in the transition, through the transformation of the organization
itself, to find their own development strategies to adapt to the electronic
commerce development, for the development of enterprises to create
sustainability in the new economic conditions.
In this paper, the impact factors of e-commerce strategy of KL Company are
studied. Adopting the method of combining theoretical research and case study,
the paper uses the methods of literature analysis, questionnaire, interview and so
on. First of all, the author discusses the macro environment and the industry
background which influence the domestic e-commerce environment, and
establishes the electronic commerce is an important sales channel and the main
growth point of KL company in the future. Through the research of the home
improvement platform and the main business model, combined with the东华大学工商管理硕士学位论文
VII
advantages and disadvantages of KL Company, it provides the help for KL
Company to choose and construct the platform.
Secondly, the author collected data through the consumption of the major
electricity supplier platform compared with literature research, consumer
behavior and related business environment, analyzes the development of
electronic commerce distribution influence for the purchase of consumer
behavior and enterprise, summarizes the facing problems and difficulties of
sanitary industry under e-commerce environment, through the network of sanitary
consumption habits and the consumption path and consumer content and other
characteristics are analyzed.
Finally, the author visited a large number of professionals within the industry, and
the management level of KL company, employees, dealers has conducted more
than 10 field special discussion, in-depth understanding of specific management
problems of KL company&39;s business, including channel conflict and coordination
development, customer experience, customer service, logistics service
installation, analysis of the face opportunities and problems. Through the
comparison and analysis, the development of the KL platform for the three major
e-commerce platforms strategy optimization recommendations, and in accordance
with the actual situation of KL company, the development of the implementation
of the strategy to ensure that the recommendations.
I hope this paper can provide some help for KL company to develop a full range
of electronic commerce strategy, to provide reference for the corresponding
optimization strategy, KL company can reach a comprehensive online and offline
integration, enhance the customer experience, the invincible position in the
competition in the new economy.东华大学工商管理硕士学位论文
VIII
Tianfeng Xu (MBA)
Supervised by Lei Shen
Keywords E commerce Strategy Sanitary Industry Channel Customer
Experience东华大学工商管理硕士学位论文
IX
目录
摘要........ IV
Abstract .... VI
第一章 绪论...........1
1.1 研究的背景与意义 ..1
1.2 研究的目标与内容 ..2
1.3 研究的方法和技术路线 ......3
1.3.1 研究方法 ...........3
1.3.2 技术路线 ...........4
第二章 相关文献综述.......5
2.1 电子商务综述 ..........5
2.2 经典 4P 营销理论 ....7
2.3 SWOT 分析法 .........10
第三章 KL 公司电子商务外部环境分析...........13
3.1 宏观环境 PEST 分析.........13
3.1.1 政治法律环境 .13
3.1.2 经济环境 .........14
3.1.3 社会文化因素 .16
3.1.4 技术因素 .........17
3.2 行业环境分析 ........18
3.2.1 国内家居电商概况 .....18
3.2.2 家居电商主要业务模式 .........19
3.2.3 家居电商平台 .23
3.3 电商环境下家居消费行为分析 ....27
3.3.1 家居消费的信息来源 .28
3.3.2 家居选购的影响因素 ...
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