苏宁易购网络营销模式现有问题的几点建议.doc

苏宁易购网络营销模式现有问题的几点建议 摘 要 随着经济的发展，飞速发展的国际互联网使网络技术应用呈指数增长，全球范围网络营销 互联网 Abstract With the booming of economy the rapid development of the Internet makes network technology application growing exponentially, lifted the worldwide use of the Internet to heat. The application of network technology changed the information distribution and accept way, changed people’s life, work and study, cooperation and exchange environment, enterprise also is using network new technology a ride fast, and promote the rapid development of the enterprise, the world each big enterprise have Internet access, provide information service and expand the business scope, and actively reorganized enterprises internal structure and the development of new marketing management methods. In order to better satisfy the increasing consumer and diversified consumer demand, save the time of consumers, from our online mall market development based on SuNingYiGou network marketing situation to carry on the analysis and research, identify and deep analysis of the problems existing in the marketing, the development suggestions. 【Key Words】SuNingYiGou online mall mar 目 录 一、苏宁易购公司简介 ...................................... 1 （一）公司简介 ........................................ 1 （二）发展理念 ........................................ 2 二、苏宁易购网络营销现状分析 .............................. 3 （一）苏宁易购网络营销的特点 .......................... 3 （二）网络营销的相关策略 .............................. 4 三、苏宁易购网络营销现存的问题 ............................ 5 （一）线上与线下的利益矛盾 ............................ 6 （二）苏宁易购网上商城论坛不规范 ...................... 6 （三）网站设计简单，客户体验感不强 .................... 6 （四）总体目标定位因地区差异而有所不同 ................ 7 （五）细分市场不明确，价格定位不明显 .................. 7 四、关于苏宁易购网络营销发展的建议 ........................ 7 （一）加强企业对网络营销的认知及产品宣传推广 .......... 7 （二）苏宁易购的论坛改善 .............................. 8 （三）加强企业网站建设，提升顾客网上购物的体验感 ...... 8 （四）缩小与其他企业之间的差距，增加市场需求 .......... 9 （五）产品明细化，合理定价 ........................... 10 结束语 ...........................................