摘 要O2O 时代是互联网络高速发展所带来的新突破,达成了线上虚拟和线下实体之间的相互融合,改变了传统商业模式的同时，也对营销模式提出了新的要求。在此背景下苏宁电器股份有限公司于 2013 年初改制为苏宁云商集团，并提出了企业转型变革的“云商模式”。从苏宁的财务报表来看，2013 年的利润比 2012 年下降了将近一半，2014 年的上半年则出现大量亏损，时至今日业绩表现依然不是很好。云商模式的实践遇到了很大的挫折，出现这一情况的原因有各方面因素，营销模式的问题是其中之一。苏宁由单纯的线下营销转型成线上线下相结合的 O2O 营销模式，企业的业绩却整体处于亏损状态。本文对苏宁的 O2O 营销模式进行分析，寻找其中可能存在的问题并试着提出解决方法。同时为零售业 O2O 未来的发展方向提出一些建议与启示。关键词：O2O；协同；忠诚度AbstractO2O era is based on the rapid development of the Internet bring the new breakthrough, has realized the integration of online and offline world,changed the traditional business model at the same time, also puts forward new requirements for marketing model. Under the background of the suning appliance co., LTD., in early 2013, restructuring as the Su Ning Cloud providers, and put forward the enterprise transformational change "Cloud providers model". From the point of practical effect, 2013 profits fell by almost one hundred percent over 2012, massive losses in the first half of 2014 and today is still losing money. The practice of the Cloud providers model had a lot of setbacks, the reasons for this situation are various aspects factor, marketing model of the problem is one of them.Suning by simple offline marketing transformation into online O2O marketing model, the combination of enterprise performance is losing money as a whole. This article analyze the suning O2O marketing model, to find the existing problems and solutions are put forward. At the same time for retail O2O puts forward some...
