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论文编号：	15821
作者编号：	2320233791
上传时间：	2025/12/10 15:29:30
中文题目：	苏宁易购数字化转型优化策略研究
英文题目：	Research on Optimization Strategies for Suning.com''''s Digital Transformation
指导老师：	马连福
中文关键字：	苏宁易购；数字化转型；零售企业；智慧零售
英文关键字：	Suning.com; digital transformation; retail enterprise; smart retail
中文摘要：	在全球数字经济快速发展与消费需求持续升级的背景下，零售行业正面临从传统线下单一场景向全渠道智能化模式的深度变革。一方面，消费者需求从功能满足型转向个性化体验型，对购物即时性、场景化提出更高要求；另一方面，电商平台流量竞争加剧，新兴零售业态冲击不断，叠加《“十五五”数字经济发展规划》对企业数字化转型的战略引导，传统零售企业若不通过数字化重构业务流程与运营模式，将难以突破增长瓶颈。苏宁易购作为中国传统家电连锁零售的标杆企业，自2004年布局电商业务起，历经互联网零售、O2O模式、智慧零售三个转型阶段，其转型实践既映射了中国零售企业数字化转型的共性路径，也暴露出部门数据共享不足、客户服务数字化程度低、数字化人才培育不足、数字化推广能力不佳等问题。 本文以苏宁易购数字化转型为研究核心，综合采用文献研究法、访谈法与问卷调查法构建研究框架。通过文献研究法梳理国内外数字化转型及零售企业相关理论，明确权变理论、全渠道零售理论的应用逻辑；选取核心岗位20名员工开展深度访谈，挖掘转型隐性痛点；发放320份问卷，以93.75%的有效回收率量化验证问题普遍性。研究系统追溯苏宁易购转型历程，从行业竞争、利润压缩、消费升级、政策驱动四维度解析动因，从财务与市场双视角评估成效。进一步识别出部门间缺少数据共享、客户服务数字化程度低、数字化人才培育不足、数字化推广能力不佳四大核心问题，并针对性提出实现数据治理与共享、提供数字化客户服务、加快数字人才培育、运用数字营销手段等优化策略。 本研究丰富了零售企业数字化转型的案例库，为权变理论在环境、战略适配、全渠道零售理论在线上线下资源整合中的实践应用提供新证据，深化了技术、组织、业务协同转型的理论认知。实践意义在于提出的对策可直接为苏宁易购调整转型路径提供实操参考，同时为同类传统零售企业规避转型风险、优化资源配置提供借鉴，对推动零售行业高质量数字化发展具有重要价值。图16幅，表7个，参考文献45篇。
英文摘要：	Against the backdrop of rapid global digital economic development and continuously upgrading consumer demand, the retail industry is undergoing a profound transformation from traditional offline single-scenario models to omnichannel intelligent operations. On one hand, consumer demands have shifted from functional satisfaction to personalized experiences, placing higher expectations on shopping immediacy and contextual relevance. On the other hand, intensifying competition for traffic among e-commerce platforms and the relentless impact of emerging retail formats, coupled with the strategic guidance for corporate digital transformation outlined in the “14th Five-Year Plan for Digital Economic Development,” mean traditional retailers will struggle to break through growth bottlenecks without digitally restructuring their business processes and operational models. As a benchmark enterprise in China's traditional home appliance retail sector, Suning.com has undergone three transformative phases since launching its e-commerce operations in 2004: internet retail, O2O models, and smart retail. Its transformation journey reflects the common trajectory of China's retail enterprises while also exposing challenges such as insufficient cross-departmental data sharing, low digitalization of customer service, inadequate cultivation of digital talent, and weak digital promotion capabilities. This paper centers on Suning.com's digital transformation, employing a research framework that integrates literature review, interviews, and questionnaire surveys. Literature review clarifies domestic and international theories on digital transformation and retail enterprises, establishing the application logic of contingency theory and omnichannel retail theory. In-depth interviews with 20 core employees uncover hidden pain points in the transformation. Distribution of 320 questionnaires, with a 93.75% valid response rate, quantitatively validates the prevalence of these issues. The study systematically traced Suning.com's transformation journey, analyzing drivers from four dimensions: industry competition, profit compression, consumption upgrades, and policy incentives. It evaluated outcomes from both financial and market perspectives. Four core issues were identified: lack of data sharing across departments, low digitalization of customer service, insufficient cultivation of digital talent, and poor digital promotion capabilities. Targeted optimization strategies were proposed: achieving data governance and sharing, providing digital customer service, accelerating digital talent development, and leveraging digital marketing tools. The theoretical significance of this study lies in enriching the case library of retail enterprises' digital transformation. It provides new evidence for the practical application of contingency theory in environmental adaptation, strategic alignment, and omnichannel retail theory—specifically in the integration of online and offline resources—while deepening theoretical understanding of technology, organizational, and business synergistic transformation. Its practical significance lies in offering actionable recommendations that can directly guide Suning.com in adjusting its transformation path. Simultaneously, it provides valuable insights for similar traditional retailers to mitigate transformation risks and optimize resource allocation, holding significant importance for advancing high-quality digital development within the retail sector.
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