摘要
随着电子商务的迅猛发展,传统零售业面临着新的挑战,传统零售企业转型势在必行。苏宁率先在业内开启双线融合发展模式,实行线上线下同品同价策略,取得了一定成果,但总体效果并不理想。主要原因在于线上线下整合不力,同品同价的系统支持不够,如供应商支持力度较小,员工同品同价意识不强等。苏宁线上线下同品同价的探索,为电商环境下传统零售企业深化双线融合提供了借鉴,具有积极意义。未来发展方向不仅是线上线下同品同价,更重要的是要探索更多双线融合的有效方式。具体说来,应从产品、促销和渠道等角度改进营销策略,从绩效考评、团队合作等角度改善人力资源管理,优化供应链,全面提升服务水平。
With the rapid development of e- commerce,traditional retailors are facing new challenges,and the transformation of them is inevitable. Suning is the first one to implement the O2O strategy of the same price for the same product,and it has made some achievements;but there are also some problems existed. Generally speaking,the effect of this strategy is not ideal. The ineffective O2O integration,the inefficient support for this strategy,the insufficient supplier support,and the not enough employers＇ consciousness are the main problems. Different support from other more basic strategies is the necessary condition for the implementation of this strategy;and there is also a rough and long way to go in realizing the O2O integration. It is of great significance for Suning to explore this strategy,because it can provide other traditional retail enterprises with experiences and lessons during the process of transformation in the light of e-commerce. Same price for the same product in online and offline shop is not the only future development;the more important for them is to explore more effective ways for O2O integration. Specifically speaking,they should change their marketing strategy in terms of product,promotion and channel,perfect their HR management in terms of performance evaluation and Team Corporation,optimize the supply chain,and fully improve their service level.
出处
《中国流通经济》
CSSCI
北大核心
2016年第2期59-66,共8页
China Business and Market
基金
国家自然科学基金青年项目(71103106)
北京市社会科学基金重大项目(15ZDB22)和一般项目(15JGB097)
首都流通业研究基地重点项目(JD-YB-2016-001)
北京市属高等学校高层次人才引进与培养计划项目(CIT&TCD20140307)
关键词
传统零售商
苏宁
同品同价
线上线下
双线融合
Suning
the same price for the same product
online and offline
O2O integration
作者简介
刘海龙（1981-），男，河北省保定市人，北京工商大学商学院教师，硕士生导师，管理学博士，公共管理博士后，主要研究方向为零售管理、企业社会责任。
