苏宁线上线下整合营销策略研究.doc

摘要

在我国有成千上万种行业，其中与消费者生活最贴近的行业是零售业,有生活必须品、消费品，能够接触到消费者的消费水平、年龄阶段、地理区域都各不相同,现在又出现了始料未及的电商时代，传统的零售企业必须学会分析本身所面临的问题,学会使用科学的管理方法,利用好电子商务模式,提高自己的竞争实力。相信这是机遇也是挑战。

目录

第一章：绪论···········································································································（4）

1.1引言········································································································（4）

1.2开展网络营销的意义············································································（4）

1.3研究的方法·····························································································（5）

1.4研究的目的·····························································································（5）

第二章：苏宁易购实体店产业环境分析·····························································（6）

2.1替代者的威胁·······················································································（6）

2.2购买者的议价能力·················································································（6）

2.3潜在进入者的威胁·················································································（6）

2.4供应商的议价能力················································································（7）

2.5现有企业间的竞争················································································（7）

第三章：苏宁电器传统营销遇到的问题···························································(8)

3.1会员制度不完善··················································································(8)

3.2市场定位不明确···················································································(8)

3.3销售、宣传方法不新颖········································································(8)

3.4售后服务不及时···················································································(8)

3.5苏宁易购网上商城有待改进·······························································(8)

第四章：苏宁电器网络营销存在的问题·····························································（10）

4.1企业观念误区导致经营管理不畅················