苏宁线上线下业务起头并进策略分析.doc

苏宁线上线下业务起头并进策略分析 一、苏宁双线模式发展概述 2 1、苏宁线上线下发展的背景 3 2、苏宁双线模式发展的特点 3 3、苏宁双线发展可行性实证分析 4 二、苏宁施行线上线下业务的发展现状 4 1、苏宁线上销售仍处发展初期 4 2、苏宁双线模式的发展成果，实现苏宁易购的高速增长 4 3、增强顾客体验需求 5 4、开创零售行业新模式 5 三、苏宁双线模式发展的优势 6 1、充分利用苏宁品牌在实体店零售行业中的影响力 6 2、融合线上线下资源 6 3、苏宁线上销售，线下发展顾客体验 7 4、苏宁运营管理的共享 7 四、苏宁双线模式未来发展前景 7 五、总结 9 参考文献： 9 苏宁线上线下业务起头并进策略分析 摘要：网络环境的极大改善和IT 应用技术的发展，使得网民在网络的体验感觉越来越好。很多知名的传统企业也纷纷涉足网上销售，家电行业在电子商务方面虽然发展快速，但由于产品本身属性差异，需要上门服务的产品，在电子商务领域难有发展。主要是源于线上线下市场难以有效衔接。家电销售模式近来不断改变，苏宁走上了这条路。电器零售第一的苏宁也开始了去电器化的进程。B2C模式满足了中小企业线上销售，但忽视了线下。苏宁易购与苏宁实体店形成立体式的线上线下销售，苏宁一直在探索新模式，为此提出了“云商”模式，苏宁既要做线上，也要做线下；既要做店商，也要做电商，还要做零售服务商。苏宁易购成为了苏宁实体店的前台，为了满足顾客的多种需求，苏宁易购的业务范围在不断地拓宽，为了相对应苏宁易购，苏宁电器不在只卖电器，而转向去电器化，发展苏宁体验店。苏宁线上线下在发展中不断的融合。线上线下融合的模式是苏宁的个案？还是未来企业发展的新趋势？ 关键词：线上线下融合 网购 云商模式 Suning online and offline business start times policy analysis Abstract:Network environment greatly improved technology development and IT applications,internet users in the network experience the feeling of getting better and better.Many well-known companies have also involved in online sales,appliance industry in the rapid development of e-commerce,However, due to the properties of the product itself difference, home services, in the area of electronic commerce difficult development.Mainly from online to offline marketing is difficult to effective convergence. Appliance sales model is changing recently, Suning embarked on this path.The electrical retail Suning also began the process of de-electrification. The B2C model meets the SME online sales, but ignored the line.The store to form a three-dimensional online and offline sales Suning Tesco Suning, Suning has been exploring the new model put forth a cloud provider mode, Suning to do online, but also to do the line; only do shopproviders have to do electricity supplier, but also do retail service providers.Suning Tesco become Suning physical store front desk, Suning Tescos business scope in order to meet the various needs of the customer, continue to broaden the corresponding Suning T