苏宁易购营销战略分析.docVIP

It畢大學 经济管理学院2012届毕业论文 论文题目 苏宁易购的营销策略研究 专 业 市场营销 班 级 08^2 姓 名 杨恒 学 号 指导教师张竞职称副教授 2013年6月6日 ［扌商 要］随着屮国电子商务交易规模的不断增长，传统企业开拓网上渠道， 已经成为事实。进入者的不断增多，营销模式的陈旧，使得市场竞争变得异常激 烈。以互联网为代表的新媒介的兴起，为企业营销变革提供了技术和载体。苏宁 易购作为苏宁电器的网上B2C商城，积极运用社会化媒体进行营销变革，成功跻 身国内B2C三强。但是，苏宁易购在营销策略上仍有许多不足之处。 本文运用实地调查法和文献资料法，对苏宁易购的营销策略进行研究。文章 分为四个部分：第一部分，简单介绍了屮国B2C电子商务网络环境；第二部分， 主要描述苏宇易购公司概况及营销策略现状；第三部分，分析了苏宇易购营销策 略中存在产品品类规划缺少创新、新媒介网络营销策略运作存在误区、促销策略 缺少整合、官网网站综合能力较弱的四个问题；第四部分，根据分析得出问题， 提出了实施品类创新的产品策略、规范运作新媒介网络营销策略、实施整合促销 策略、增强官网网站的综合能力四个营销对策。本文旨在通过对苏宁易购的营销 策略研究，给出一个较为完整的营销对策，对苏宇易购的发展有着一定的理论和 现实意义。 ［关键词］苏宁易购营销策略整合促销 [Abstract]As the increasing growth of Chinas electronic commerce trade, it has become a fact that the traditional enterprise is opening up the online channel. The rising participants, marketing mode of old, that makes the market extremely competitive. The prosperity of modern media, especially the development of Internet, has provided technology and carrier for the revolution of enterprise marketing. S is the B2C on line mall of Suning Appliance which carried out marketing reform actively with social media and ranked among the top- three of national B2C market successfully. However, there are still some disadvantages in the marketing strategy of S. In this article, the field survey and the document literature investigation methods are used to study the marketing strategy of S. The article can be divided into four parts, the first part, if s the brief introduction of the B2C e-commerce network environment in China; The second one mainly describe the company profile and the current marketing strategy of Suningxom situation; The third part, analyzes the S existing in the marketing strategy of product category lack of innovation and new media network marketing strategy operation exists erroneous , the lack of integration promotion strategy, website comprehensive ability weak four questions; The fourth part, according to analysis problem, puts forward the implementation of innovative products catego