苏宁易购O2O商业模式研究.pdfVIP

摘 要 移动互联网时代来临，由于网购更加便捷和网购商品的价格比实体店商品的价格 要便宜，各地的零售商迎来了重大的改革，首先苏宁提出的O2O营销模式获得成功，我 国零售行业发生了翻天覆地的改变，不少人想模仿苏宁的运营模式但却导致了很多麻 烦。 O2O是Online To Offline的缩写，是通过线上与用户的互动把线下的各种商品以及服务等方面的信息分 享给互联网用户，让用户可以更方便快捷的预定、消费，一方面用户可以用更优惠的 价格买到自己需要的东西，另一方面提高了商家商品的销售量以及知名度。 苏宁易购通过苏宁这个大品牌的支持以及线下线上联动最终获得了成功。本文将 概述苏宁易购的运营模式,并推测其以后的发展。 关键词：O2O；苏宁易购；线上；线下 I Abstract In the era of mobile Internet, because online shopping is more convenient and the price of online shopping goods is cheaper than that of physical stores, retailers around the world have ushered in major reforms. First of all, Sunings o2o marketing model has been successful, and Chinas retail industry has changed dramatically. Many people want to imitate Sunings operation model, but it has led to many troubles. O2O is the abbreviation of online to offline. It shares the information of various offline goods and services to Internet users through the interaction between online and users, so that users can book and consume more conveniently and quickly. On the one hand, users can buy what they need at a more favorable price, on the other hand, it improves the sales volume and popularity of commodities of businesses. Suningyigou has finally achieved success through the support of Suning, a big brand, and online and offline linkage. This paper will summarize the operation mode of Suning e- commerce and speculate on its future development. Key words: O2O ；suningyigou；online ；offline II 目录 摘 要I AbstractII 第一章 绪论1 1.1 国内O2O运行模式的发展历程 1 1.2 苏宁易购O2O运行模式提出的背景 1 第二章 苏宁易购O2O的分析2 2.1 苏宁易购O2O模式的概述 2 2.2 采用SWOT分析法探讨苏宁易购O2O模式 2 2.3 O2O四种运行模式的分析对比 4 第