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论文编号：	4824
作者编号：	2120102454
上传时间：	2012/12/12 8:45:02
中文题目：	苏宁电器的战略转型研究
英文题目：	Research on the strategic transformation of Suning Appliance
指导老师：	张玉利
中文关键字：	苏宁电器；战略转型；电子商务
英文关键字：	Suning Appliance; strategic transformation; e-business
中文摘要：	本论文研究的内容是苏宁电器实施的战略转型。苏宁电器从20世纪90年代一个专营空调产品的小公司，经过20多年的发展，现今已经成为家电连锁零售行业的领导者。然而，20世纪末期，随着互联网技术的发展，电子商务这一新兴销售模式迅速崛起，并渗透到各个行业和领域，与传统的线下销售模式相比，线上销售模式方便快捷，成本较低。与此同时，传统的连锁店销售模式遇到了瓶颈，由于家电连锁店数量趋于饱和，开设新的连锁店已经不能带来新的利润增长，反过来，由于资源成本上涨，亏损店面数量增加，使得公司的盈利能力下降。这对于苏宁电器这个传统的家电连锁零售业巨头来说，在电子商务环境的背景下进行战略转型，既是机遇也是挑战。本论文运用了战略管理理论，并且应用了五力模型、环境分析方法等分析工具，首先对苏宁电器所处的行业进行环境分析，然后，对苏宁电器既有战略的三个重要组成部分：供应链管理战略、营销战略、服务战略进行了分析，从苏宁公司创建之初到如今成为家电连锁销售行业领跑者的过程中，经历的重要战略转型过程进行分析，随后又简述现今电子商务的发展，对于传统的连锁销售模式的挑战，提出了苏宁电器战略转型的必然性，最后分析对战略转型的具体实施步骤，如何成功实现战略转型。本论文分别对战略转型的三个重要组成部分分别提出了建议：供应链管理方面，需要将电子商务渠道销售的家电产品的物流业务进行外包，同时寻找更多的战略伙伴进行合作，整合供应链上下游资源；营销管理方面，需要对产品渠道进行拓展，重视个性化服务，增加用户体验，细分市场并采取差别化定价策略；服务管理方面，细花为售前、售中、售后环节，根据细分的客户群体，实施不同的服务策略，并且结合电子商务互动便捷的优势，缩短响应时间，及时反馈顾客意见，提高顾客满意度。
英文摘要：	The theme is to research the strategic transformation of Suning Appliance Corporation. In 1990’s Suning Appliance was such a small company as only focusing on air conditioning, throughout 20 years’ development, it becomes a leading corporation in chain industry of appliance retailing. However, at the end of 20th century, along with the development of IT technology, as a new coming mode of marketing, electronic commerce has grown up rapidly, penetrating many aspects of areas. Comparing with traditional marketing mode, sailing products via internet is more of convenience and low cost. At the same time, traditional marketing mode is experiencing bottleneck, as the amount of the chain retail stores is almost full, the new store could not bring profit increase. In the contrast, more and more retail stores are in loss, which leads the profit ability of entire company becoming weak. Suning is under strategic transformation, it is not a challenging but also an opportunity. The theme applies the theory of strategic transformation, and also uses tools such as five forces, environment analysis. Firstly, the theme analyzes the environment of the whole industry. And the existing strategy of Suning is included in 3 parts: supply chain management, marketing and service management. The theme analyzes the strategy transformation of company development in past 20 years, and then illustrates the challenges of E-business. All the facts show the necessity of strategic transformation. At last, the theme gives suggestion on how to perform the strategic transformation. This theme has made recommendations respectively for the three important aspects of strategic transformation. Firstly, for the management of supply chains, in order to manage the source of different level in supply channel, the company needs to outsource its logistic business of e-business channel and cooperate with more strategic partners. Secondly, for marketing strategy, the company needs to expand the marketing channel, focusing on the individual needs, improving customer experience, distinguishing markets with more details. Thirdly, to service management, the company should differentiate it with different segments and apply specialized service strategy according to the different customer type. Along with the advantages of e-business, the company could also reduce the response time, provide feedback to customer and increase the degree of satisfaction from customers.
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