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Abstract With the development of e-commerce, online retail keeps a high-speed growth. “The success of the dot-coms led existing brick-and-mortar manufactures and retailers to reexamine how they served their markets. Now, almost all of these traditional companies have set up their own online sales and communications channels, becoming click-and-mortar companies. It is hard to find a company today that doesn’t have a substantial Web presence. Suning E-commerce has also followed the trend.”31540
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Under this background, this paper analyzes the external factors ----the situation and the trend of home appliances by using the PEST methods. And then the author uses the SWOT analysis to analyze Suning E-commerce. Then the author analyzes the situation of Suning e-commence from business platform technology, purchasing management, logistics mode and profit model compared with Jingdong.
The analysis provides some references for the development of Suning E-commerce in the future, making it equipped with competitiveness. At the same time, the thinking of the research also provides some thinking for the other similar online malls.
Key words: Suning e-commence online marketing PEST analysis SWOT analysis marketing strategy
摘要随着电子商务的发展和网络的普及，网上零售业保持高速增长。网上商城的成功引起现存的实体制造零售业重新考虑如何更好的服务市场。如今，几乎所有的传统的公司都建立了自己的网上销售和沟通渠道，成为线上线下一体的公司。今天很难发现一个没有网页展示的公司。苏宁易购也顺应了这种历史潮流。
在此种背景下，本文以苏宁易购为例，首先运用PEST分析法分析公司的外部环境。此后运用SWOT分析法分析苏宁易购的现状。接着作者从平台技术、采购管理、物流模式和盈利模式四个方面与京东商城进行对比分析。通过以上的分析，作者给出苏宁易购的应有的战略选择。
本文的研究，可以为苏宁易购的未来发展提供一定的参考价值，使其拥有未来的竞争能力。同时，本文的研究思路可以为其它网上商城的研究提供一些参考。
毕业论文关键词 苏宁易购 网上营销 PEST分析法 SWOT分析法 营销战略
Contents
Abstract i
摘要 ii
Chapter One Introduction 1
1.1Background 1
1.2 Research objectives and research significance 2
1.3 Overall structure of the paper 2
Chapter Two Literature Review 4
2.1 Online marketing 4
2.2 PEST analysis 4
2.3 SWOT analysis 5
2.4 Previous studies in this area 5
Chapter Three the General Condition of Suning E-commerce 7
3.1 Suning E-commerce 7
3.2 The internal environment of Suning E-commerce 7
Chapter Four PEST Analysis and SWOT Analysis of Suning E-commence 10
4.1 Macro-environment analysis 10
4.2 The SWOT analysis of company 15
4.3 Brief summary 22
Chapter Five The Comparison Analysis with 360buy 24
5.1 The necessity of the comparison between Suning E-commerce and 360Buy 24
5.2 Platform technology analysis 24
5.3 Purchasing management analysis 25
5.4 Logistics mode analysis 26
5.5 Profit model analysis 27
Chapter Six Choice of Strategy of Suning E-commerce 28