大学生科研创新项目研究报告项目名称传统家电零售业进入B2C.DOCVIP

PAGE \* MERGEFORMAT24 大学生科研创新项目研究报告 项目名称： 传统家电零售业进入B2C市场的前景研究 项目类型： 重点项目 项目年度： 2012年 项目负责人： 李英格（学号：32010033203） 负责人院（系）： 经济学院 专业（方向）： 贸易经济 项目组成员： 贾冰心、邵晓阳、毛京渝、张祎珣 指导教师： 苏威 副教授 教务处 制 二〇一二年 摘要 作为20世纪末出现的新型企业营销管理模式，电子商务已经被越来越多的企业所重视。传统家电零售业进军B2C电子商务是传统企业基于现有业务模式的一个延伸，有渠道、顾客、品牌等多方面资源的支持，对纯网络型电子商务企业来说是一种新的挑战。本文从以苏宁、国美为代表的传统家电零售业开始进入B2C市场的现状进行研究，从其优势、所面临的困境、对于其自身以及纯网络型电子商务企业影响等方面进行深入研究。通过对于具体数据的分析与整理，推测出这种实体店与网店并存的经营模式是能够并存并相互促进的，而这一模式也同样适用于其他零售行业。并认为通过这种新模式能够有利于资源的整合和降低成本。推动传统零售业进入B2C市场，扩大B2C市场影响力。 关键词：苏宁、B2C、家电零售业、零售业 Abstract As the new enterprise marketing management model, which emerged in the end of 20th century, e-commerce has been paid attention by more and more enterprises.Traditional home appliance retail business marched into B2C e-commerce is a stretch of the traditional business based on existing business model. There are channels, customers, brands and many other resources to support it. So its a new challenge for pure network-type e-commerce enterprise.In this paper, the research is about the situation of Suning and Gome, the representatives of traditional home appliance retail, which began to enter the B2C market. Doing the in-depth study from its advantages, difficulties, the impacts for itself as well as the pure internet-based e-commerce business.Through the analysis of concrete data, we inferred that the management model: physical store and online store coexistence can be coexisted and mutual promotion.And this model is also applicable to other retail business. This new model will be conductive to the integration of resources and lower costs. Promoting traditional retail business into B2C market and extending B2C market influences. Key words：Suning, B2C, Home appliance retail business,retail business 目 录 TOC \o 1-2 \h \u HYPERLINK \l _Toc32200 引言 PAGEREF _Toc32200 3 HYPERLINK \l _Toc2064 1.背景 PAGEREF _Toc2064 3 HYPERLINK \l _Toc10097 1.1苏宁简介 PAGEREF _Toc10097 3 HYPERLINK \l _Toc9618 1.2苏宁易购 PAGEREF _Toc9618 4 HYPERLINK \l _To