苏宁易购营销战略分析

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I[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II[Abstract]AstheincreasinggrowthofChina'selectroniccommercetrade,ithasbecomeafactthatthetraditionalenterpriseisopeninguptheonlinechannel.Therisingparticipants,marketingmodeofold,thatmakesthemarketextremelycompetitive.Theprosperityofmodernmedia,especiallythedevelopmentofInternet,hasprovidedtechnologyandcarrierfortherevolutionofenterprisemarketing.Suning.comistheB2ConlinemallofSuningAppliancewhichcarriedoutmarketingreformactivelywithsocialmediaandrankedamongthetop-threeofnationalB2Cmarketsuccessfully.However,therearestillsomedisadvantagesinthemarketingstrategyofSuning.com.Inthisarticle,thefieldsurveyandthedocumentliteratureinvestigationmethodsareusedtostudythemarketingstrategyofSuning.com.Thearticlecanbedividedintofourparts,thefirstpart,it’sthebriefintroductionoftheB2Ce-commercenetworkenvironmentinChina;ThesecondonemainlydescribethecompanyprofileandthecurrentmarketingstrategyofSuning.comsituation;Thethirdpart,analyzestheSuning.comexistinginthemarketingstrategyofproductcategorylackofinnovationandnewmedianetworkmarketingstrategyoperationexistserroneous,thelackofintegrationpromotionstrategy,websitecomprehensiveabilityweakfourquestions;Thefourthpart,accordingtoanalysisproblem,putsforwardtheimplementationofinnovativeproductscategorystrategy,regulatingtheoperationofnewmedianetworkmarketingstrategy,theimplementationofintegratedpromotionstrategy,enhancethecomprehensiveabilityof'websitefourmarketingcountermeasures.ThispaperaimstogivearelativelycompletemarketingcountermeasureaccordingtothemarketingstrategyresearchofSuning.com.AllthesemayhavecertaintheoreticalandpracticalsignificanceforthedevelopmentofSuning.com.[KeyWords]Suning.com;MarketingStrategy;IntegratedPromotionIII目录中文摘要·······················································································Ⅰ英文摘要·······················································································Ⅱ目录·······················································································Ⅲ正文·························································································1一、国内B2C电商网络环境分析···················································1二、苏宁易购营销现状··································································3（一）苏宁易购的公司概况································································3（二）苏宁易购的营销策略································································7三、苏宁易购营销策略存在的问题·············································10（一）产品品类规划缺少创新···························································10（二）新媒介网络营销策略运作存在误区············································10（三）促销策略缺少整合·································································11（四）官网综合能力较弱·································································11四、苏宁易购的营销对策····························································12（一）实施品类创新的产品策略························································12（二）规范运作新媒介网络营销策略··················································12（三）实施整合促销策略·································································14（四）增强官网的综合能力······························································16参考文献·······················································································17-1-对于中国大多数的电商企业来说，2011年无疑是寒冷的，也是残酷的。先是盛极一时的凡客、拉手IPO遭遇挫败，接着纷纷传来大小1000多家团购网站的倒闭，更有网易尚品、MSN购物频道、品聚网以及获得融资或者销售规模千万上亿的大小B2C的电商的消失，就连增长速度近300%的京东商城也被曝出巨亏20亿。无独有偶，风投界的对电商的兴趣渐渐回归平淡，更是让许多资金链紧缺的电商企业雪上加霜。处于这样的行业前景不明晰的大环境之下，苏宁易购虽然成功跻身中国B2C行业三甲，但是营收额较预期有较大的差距。竞争对手较多，竞争激烈是阻碍其增长的关键因素。此外，营销策略的缺乏创新，也是苏宁易购低于预期增长的主要原因。一、国内B2C电商网络环境分析根据最近公布的《第29次中国互联网网络发展状况统计报告》数据显示，目前，在中国有5.13亿互联网用户，用户每周上网时长平均达到23.2小时，高于全球平均时长是18.8小时。有超过80%的年轻用户把互联网作为首要的用户平台，这些用户每周花在社交媒体上的时长是5.6小时，超过了花在新闻上的时长。另据波士顿报告，截至去年中国互联网用户中，网购用户达到1.93亿，超过美国的1.7亿。从2009年到2011年，在网上购物的互联网用户比例已经从28%上升至36%，到2015年有望达到47%。从CNNIC的数据分析来看，随着网购人群的逐年成长，18--24岁年龄段的群体占比将逐渐降低，而25岁以后的年龄段将有所增加，表明网购的趋势已经开始向全民化发展。从经济收入指标来看，月收入在3000～5000元的群体占比达20%，表明中等收入和高收入人群的占比也在逐年上升。2011年11月，尼尔森发布报告称，中国二线城市中有43%的受访者表示会更多地依靠网上购物来寻找实惠商品，一线城市消费者这一比例高达73%。此外调查发现，中国一线城市网民互联网价值偏向于掌握生活、朋友社交圈、展示个性；二线城市网民则趋向于同好互动、网民口碑、资讯谈资、娱乐消遣；三四线城市的网民侧重于广阔视野、被认可、自由、网上交友等价值观；但是，各个价值观里对于网络购物都有一定的偏向。-2-图1-1一至四线城市网民互联网价值图谱根据艾瑞咨询发布的数据，2011年中国B2C电子商务交易规模达到1791.1亿元，占中国整体网络购物规模比重为23.3%，较前一年增长近1倍。预计到2015年，B2C交易额的占比将达到40.7%。而到2015年中国电子商务在零售总额中的占比将达到发达国家7%的普遍水平，电子商务的市场规模将达到3000亿美元。调查显示，中国网络零售市场的核心推动力B2C电商企业的市场份额集中度已从2010年的68.5%上升到2011年的71.5%，这表明市场越来越趋向于整合和聚集用户资源于优质的电商企业（天猫商城、京东商城、苏宁易购）。图1-22010-2011年中国B2C市场集中度虽然电子商务有着巨大的发展空间，但是，发展中遇到的问题也是诸多的。2011年，多家电商爆出亏损，甚至很多大小电商直接退出了历史的舞台。从用-3-户个人信息的泄漏