苏宁电器多渠道营销问题及策略分析-analysis of suning appliances multi-channel marketing problems and strategies.docxVIP

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苏宁电器多渠道营销问题及策略分析-analysis of suning appliances multi-channel marketing problems and strategies.docx

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苏宁电器多渠道营销问题及策略分析-analysis of suning appliances multi-channel marketing problems and strategies

哈尔滨工业大学工商管理硕士学位论文哈尔滨工业大学工商管理硕士学位论文 - - II - Abstract With the continuous expansion of the scale of Chinas online shopping market, more and more enterprises into the B2C e-commerce mode network channel marketing. In this case, the traditional marketing channels companies feel threatened from the network channel marketing enterprises. Suning Appliance Co., Ltd. most representative and impact to take multi-channel marketing to cope with the challenges of competitor . In this paper, SUNING in the multi-channel operation issues arising in the analysis, and proposed the corresponding strategy. The opportunities and threats of the advantages and disadvantages of this article through the SWOT analysis of the SUNING multi-channel marketing internal environment and external environment, the proposed comprehensive strategy based on the SWOT method. After three years of multi-channel marketing operations SUNING Appear in the actual operation of the internal logistics channels between commodity pricing, channels, customers allocation of resources as well as customer service issues. SUNING actual operating conditions, this study proposed the construction of integrated multi-channel platform to solve the corresponding solutions in customer service, customer issues such as the allocation of resources between the channels, commodity pricing and enterprise logistics building. At the same time, it is recommended to carry out cross-channel marketing to further enrich the consumer shopping experience, and make reasonable suggestions for the future development of SUNING mode. Keywords: marketing, multi-channel, B2C, SWOT - - PAGE IV - 目录摘要 I HYPERLINK \l _bookmark0 Abstract II HYPERLINK \l _bookmark1 第 1 章绪论 1 HYPERLINK \l _bookmark2 1.1 研究背景 1 HYPERLINK \l _bookmark3 1.2 研究目的及意义 3 HYPERLINK \l _bookmark4 1.3 国内外研究现状 3 HYPERLINK \l _bookmark5 1.3.1 营销渠道国外研究现状 4 HYPERLINK \l _bookmark6 1.3.2 营销渠道国内研究现状 5 HYPERLINK \l _bookmark7 1.4 主要研究内容 5 HYPERLINK \l _bookmark8 1.5 论文