I 摘要 随着消费升级和家电行业的发展，小家电产品进入人们家庭生活， 为人们的生活 带来便利，改善着人们生活品质。近年来，中国小家电的发展呈上升趋势。从市场保 有量来看，我国小家电市场仍有很大的发展前景，整体势头平稳，市场对小型家用电 器的需求始终处于相对良好的状态。中国的小家电行业进入了蓬勃发展的时期，行业 发展迅速。随着越来越多的公司加入，小型家电行业的竞争也在加剧。互联网和新媒 体的发展，让企业的线上市场的竞争不断升级，这将更加考验小家电企业的网络营销 能力。根据CNNIC在2019年初发布的《中国互联网发展统计报告》，到2018年底， 中国移动互联网用户数量超过8.16亿，移动互联网接入比例达到98.6%。随着互联网 行业和新媒体行业的发展，社交平台、在线广告、自媒体平台、“种草平台”、综合电 商平台等渠道成为商家营销传播主要渠道，以抖音、快手为主的短视频平台发展迅猛， 2018年已经突破5亿日活跃量，以微信公众号代表的自媒体平台成为了企业营销的必 争之地，新媒体的发展和消费升级对企业的整合营销传播能力、传播内容制造能力和 传播渠道选择搭建、企业品牌意识和用户需求洞察等方面提出了更高的要求。居民消 费能力的提升增进了小家电的消费升级，人们对新型小家电的需求也日渐增长。淘宝、 京东为主的电商平台成为了小家电的主场，年轻消费群体成为了小家电产品的消费主 力军。 F公司在这种消费环境和背景下应运而生，它是一家专注于个人护理产品的小家 电企业，主要产品包括蒸脸器、纳米水离子洁面仪、纳米水离子吹风机、负离子梳等。 F公司营销渠道以网络为主，在京东、天猫等大型电子商务平台都有布局。F公司也 是一家大型代工厂的子公司，研发和生产是F公司的最大的优势，并且拥有经验丰富 的小家电研发人才以及行业领先的科技技术。F公司创造了很多质量好兼具科技创新 的产品，但F公司目前的销售遇到了困境，究其原因是网络营销传播的问题。本文以 F公司为研究对象，首先分析了F公司的市场环境，然后运用拉斯韦尔5W传播理论、 整合营销传播理论分析F公司的网络营销传播现状、问题，发现主要问题在于员工欠 缺品牌和用户思维、传播对象不明确、传播内容没有差异化和个性、传播手段和渠道 不足等原因造成，并针对问题给出F公司网络营销解决措施：提升整合营销思维、针 对不同的传播对象进行营销传播活动、优化传播内容、拓展传播渠道和传播手段、规 范营销传播效果。最后，提出F公司策略实施的预期效果和实施保障措施。本文希望 广东工业大学硕士学位论文 II 给予当前以网络销售为主的小家电企业网络营销问题给予解决参考方案。关于5W理 论的五要素分析，今天的传播者、传播对象、传播内容、传播渠道和手段、对传播效 果的评价，相比传统的5W理论已不相同，因此，本文在互联网和新媒体视角下，赋 予传统传播要素新内涵，去探讨研究F公司的网络营销传播策略，具备一定的创新性。 当前，传统的营销传播手段遭遇诸多挑战，网络整合营销对于小家电企业，尤其是以 网络销售渠道为主的小家电企业至关重要。 关键词：网络营销；“5W”理论；整合营销传播；小家电行业 Abstract III Abstract With the upgrading of consumption and the development of the home appliance industry, small household appliances come into people's family life, bringing convenience to people's life and improving people's quality of life. In recent years, the development of small household appliances in China is on the rise. From the perspective of market ownership, China's small home appliance market still has a great development prospect, the overall momentum is stable, and the market demand for small household appliances is always in a relatively good state. China's small home appliance industry has entered a period of vigorous development, and the industry is developing rapidly. As more and more companies join, competition in the small home appliance industry is also intensifying. With the development of the Internet and new media, the competition in the online market of enterprises continues to escalate. Further test the network marketing ability of small household appliances companies. According to the Statistical report on China's Internet Development released by CNNIC in early 2019, by the end of 2018, the number of mobile Internet users in China exceeded 816 million, and the proportion of mobile Internet access reached 98.6%. With the development of the Internet industry and the new media industry, social platforms, online advertising, self-media platforms, "recommendation platforms", integrated e-commerce platforms and other channels have become the main channels of marketing communication for merchants. Short video platforms based on Douyin and Kuaishou have developed rapidly, and the number of daily active users has exceeded 500 million in 2018. Self-media platform represented by Wechat official account has become a necessary place for enterprise marketing. The development of new media and consumption upgrading put forward higher requirements for enterprises' integrated marketing communication ability, communication content manufacturing ability and communication channel selection, enterprise brand awareness and user demand insight. The improvement of residents' consumption power has promoted the upgrading of the consumption of small household appliances, and people's demand for new small household appliances is also growing day by day. Taobao, JD- based e-commerce platform has become the home of small home appliances, young consumer groups have become the main consumer force of small home appliances. F company arises at the historic moment in this consumer environment and background, it is a small household appliance enterprise focusing on personal care products, the main products include face steamer, nano-water ion cleanser, nano-water ion hair dryer, negative ion comb and so on. The marketing channel of F Company is mainly based on the network, 广东工业大学硕士学位论文 IV and it has a layout in JD, Tmall and other large e-commerce platforms. F company is also a subsidiary of a large contract factory, R & D and production is the biggest advantage of F company, and has experienced R & D personnel of small household appliances as well as industry-leading science and technology. F Company has created a lot of products with good quality and scientific and technological innovation, but the current sales of F Company has encountered difficulties, which is due to the problem of network marketing communication. Taking F Company as the research object, this paper first analyzes the market macro environment and market micro environment of F Company, and then analyzes the current situation and problems of network marketing communication of F Company by using Lasswell 5W communication theory and integrated marketing communication theory. it is found that the main problems are caused by employees' lack of brand and user thinking, unclear communication object, lack of differentiation and personality of communication content, lack of communication means and channels and so on. And give F company network marketing measures to solve the problem: enhance integrated marketing thinking, carry out marketing communication activities for different communication objects, optimize communication content, expand communication channels and communication means, and standardize the effect of marketing communication. Finally, it puts forward the expected effect and safeguard measures of F company's strategy implementation. This paper hopes to give a reference solution to the network marketing problems of small household appliance enterprises which are mainly based on network sales. With regard to the analysis of the five elements of the 5W theory, today's communicators, communication objects, communication contents, communication channels and means, and the evaluation of the communication effect are different from the traditional 5W theory. Therefore, from the perspective of the Internet and new media, it is innovative to endow the traditional communication elements with new connotation to explore and study the network marketing communication strategy of F Company. At present, the traditional means of marketing and communication encounter many challenges, and network integrated marketing is very important for small household appliance enterprises, especially for small household appliance enterprises based on network sales channels. Key words: Internet marketing; "5W" theory; integrated marketing communication; sma