苏宁电器多渠道营销问题与策略分析

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1、-哈尔滨工业大学工商管理硕士学位论文AbstractWiththecontinuousexpansionofthescaleofChina'sonlineshoppingmarket,moreandmoreenterprisesintotheB2Ce-commercemodenetworkchannelmarketing.Inthiscase,thetraditionalmarketingchannelscompaniesfeelthreatenedfromthenetworkchannelmarketingenterprises.SuningApplianceCo.,

2、Ltd.mostrepresentativeandimpacttotakemulti-channelmarketingtocopewiththechallengesofcompetitor.Inthispaper,SUNINGinthemulti-channeloperationissuesarisingintheanalysis,andproposedthecorrespondingstrategy.TheopportunitiesandthreatsoftheadvantagesanddisadvantagesofthisarticlethroughtheSWOTa

3、nalysisoftheSUNINGmulti-channelmarketinginternalenvironmentandexternalenvironment,theproposedcomprehensivestrategybasedontheSWOTmethod.Afterthreeyearsofmulti-channelmarketingoperationsSUNINGAppearintheactualoperationoftheinternallogisticschannelsbetweencommoditypricing,channels,customers

4、allocationofresourcesaswellascustomerserviceissues.SUNINGactualoperatingconditions,thisstudyproposedtheconstructionofintegratedmulti-channelplatformtosolvethecorrespondingsolutionsincustomerservice,customerissuessuchastheallocationofresourcesbetweenthechannels,commoditypricingandenterpri

5、selogisticsbuilding.Atthesametime,itisrecommendedtocarryoutcross-channelmarketingtofurtherenrichtheconsumershoppingexperience,andmakereasonablesuggestionsforthefuturedevelopmentofSUNINGmode.Keywords:marketing,multi-channel,B2C,SWOT-II-------哈尔滨工业大学工商管理硕士学位论文目录摘要..........................

6、......................................................................................IAbstract...........................................................................................................II第1章绪论...............................................................................

7、......................11.1分析背景.................................................................................................11.2分析目的及意义.....................................................................................31.3国内外分析现状......................................