论苏宁易购的网络营销策略.doc

摘要：随着网络迅速渗透到社会生活的各个方面，商业活动也随之发生了重大变化。近几年，B2B、B2C、C2C发展异常迅猛，越来越多的企业也开始重视网络营销的价值性，纷纷乘上电子商务这趟高速行驶的列车。然而网络营销属于新兴事物，也存在一定局限性。

　　　本文以苏宁易购的网络营销为例，运用SWOT分析法对苏宁易购的内部优势、劣势和外部的机会与威胁进行分析，得出了苏宁易购的网络营销存在的问题，然后为苏宁易购制定了相关的网络营销策略，主要从网站本身、社会化媒体、线上线下融合以及大学生市场开发四方面进行论述。

　　　本文主要得出以下结论：①通过搜索引擎优化策略，优化自身的网站结构，提高网站的访问流量；②利用社会化媒体，如微博营销，为苏宁易购提高品牌知名度和发布最新产品活动资讯；③通过线上线下全面融合，统一采购渠道和销售价格，并且利用线下店面优势，降低消费者对虚拟交易的疑虑；④向大学生市场全面进军，通过大学生能够涉及到的各方面，如赞助高校全国性和地区性赛事，开办校园代理等向大学生推广销售苏宁易购产品。

关键词   苏宁易购；网络营销；营销策略；SWOT分析法

Abstract：With the Internet rapidly penetrated into all aspects of social life, Commercial activities have changed. In recent years, B2B, B2C and C2C rapidly developed. more and more companies are beginning to attach importance to the value of Internet marketing, are multiplied by the electronic commerce the speeding train. Network marketing things are emerging, however, there are certain limitations.

　　　Taking Suning e.go network marketing as an example, first analyzes the Suning e.go network marketing present situation and existing problems, and then use the swot analysis of Suning e.go internal strengths, weaknesses and external opportunities and threats for analysis, for Suning e.go formulated the related network marketing strategy, mainly from the website itself, social media, online fusion and development four aspects discusses college students market. 

　　　In this paper, the following conclusions: (1) through search engine optimization strategy, optimize their site structure, improve the website traffic; (2) the use of social media, such as Micro Po marketing, for Suning e.go and increase brand awareness and release the latest product information; (3) through the online comprehensive integration, unified procurement channels and sales price, and take advantage of offline store, reduce consumer suspicion of virtual transactions; (4) to the college students market fully, by college students can involve various aspects, to college students to promote sales Suning e.go products..

Keywords   Suning e.go  On-line Marketing  marketing strategy  swot analysis

　　　苏宁易购自苏宁电器2013年2月19日正式更名苏宁云商集团之后，全面贯彻自2011年以来推进的新十年转型“科技转型、智慧苏宁”战略。云服务模式进一步深化，逐步的摸索出线上线下多渠道融合、全品类经营，同时着手进军海外市场的道路。

　　　面对未来这样的科技转型，网络营销不受时间和空间限制，在很大程度上改变了苏宁传统营销形态和业态。网络营销不仅能提高了工作效率，同时在一定程度上降低了苏宁集团传统的媒体宣传成本，扩大了市场，给企业带来社会效益和经济效益。网络营销的国际化、信息化和无纸化，也为企业进军海外市场奠定了基础。