文档介绍：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 200820020214
指导教师张竞职称副教授
2013 年6 月6日
[摘要]随着中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,简单介绍了中国B2C电子商务网络环境;第二部分,主要描述苏宁易购公司概况及营销策略现状;第三部分,分析了苏宁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,对苏宁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 China's merce trade, it has e a fact that the traditional enterprise is opening up the online channel. The rising participants, marketing mode of old, that makes the market petitive. The prosperity of modern media, especially the development of , has provided technology and carrier for the revolution of enterprise marketing. is the B2C online mall of Suning Appliance which carried out marketing reform actively with social media and ranked among the top- three of national B2C market essfully. However, there are still some disadvantages in the marketing strategy of .
In this article, the field survey and the document literature investigation methods are used to study the marketing strategy of . The article can be divided into four parts, the first part, it’s the brief introduction of the B2C work environment in China; The second one mainly describe pany profile and the current marketing strategy of situation; The third part, analyzes the existing in the marketing strategy of product category lack of innovation and new work marketing strategy operation exists erroneous , the lack of integration promotion strategy, prehensive ability weak four questions; The fourth part, according to analysis problem, puts forward the implementation of innovative products category strategy, regulating the operation of new work marketing strategy, the implementation o