苏宁易购的电子商务营销策略研究内 容 摘 要随着科学技术的不断发展，电子商务成为了电商企业的一种关键的经营模式，电子商务的营销管理模式自从上个世纪诞生以来，不断受到了各大企业的重视和推广，互联网的到来，改变了人们传统的购物方式，也将线下购物转变为了网络上。中国的电商企业经过近几年的发展，无论是营销策略还是消费者体验，都已经达到了高标准的境界，在这其中，涌现出了很多优秀的电子商务企业，而在众多的企业中，苏宁易购是比较特别的一家企业，依托于苏宁集团的北京，线上线下同步售卖的方式已经吸引了很多的消费者，在本篇论文中，对电子商务进行了较为系统的论述，运用文献查阅法和案例分析发深入探讨苏宁易购的电子商务营销策略，并用 SWOT 分析了苏宁易购的优势劣势等等，找出苏宁易购营销策略的优势和短板，并针对苏宁易购目前存在的问题进行了分析建议，为企业电商企业的营销策略提供理论方向。 关键词：电子商务；营销策略;电商PAGE \* MERGEFORMATIIStudy on the E-commerce Marketing Strategy of Suning TescoAbstractWith the continuous development of science and technology. electronic commerce has become the electric business enterprise of a kind of key management pattern. the marketing management mode of electronic commerce since last century. the continuous attention and promotion by companies. and with the advent of the era of information. the continuous development of Internet technology. e-commerce has developed into a new business model. and the arrival of the Internet. changed the traditional way of shopping. people will also be offline shopping shift to the Internet.After recent years of development, China's electricity enterprise marketing strategy and consumer experience, have reached a high standard of the state, in which, emerged a lot of excellent e-commerce enterprises, and in numerous enterprises, Su Ningyi purchase is a special enterprise, relying on Beijing to Suning group, online synchronous selling way has attracted a lot of consumers, i...
