苏宁云商战略转型的动因、路径与绩效研究

发布时间：2018-01-20 07:26

本文关键词： 战略转型苏宁云商动因绩效　出处：《暨南大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,我国传统零售市场陷入持续的低迷之中。不管是百货、超市还是家电,各类零售企业的经营状况都不容乐观。与此形成对比的是,随着互联网时代的到来,人们生活的方方面面都受到了互联网的影响。在这种情况下,网络零售企业飞速发展,对传统零售企业造成了严重的冲击。在这种内忧外患的情况下,许多传统零售企业开始寻求转型。传统零售如何整合现有资源,结合互联网的特点和优势,在营销模式、经营模式等方面进行战略革新已成为一个必须研究的战略课题。苏宁云商从五年前开始探索传统零售企业转型的方法,经过几年的摸索,提出了云商模式,即“店商+电商+零售服务商”。苏宁云商作为我国传统家电零售行业的龙头企业,同时作为零售行业转型的先驱者,对其转型进行研究,能够为其他传统零售企业的转型提供宝贵的借鉴意义和参考价值。本文拟以苏宁云商战略转型为具体案例,搜集相关数据,采用理论和实际相结合的方法,分析苏宁云商战略转型的具体路径,探究转型的动因,利用平衡计分卡的框架评价转型的绩效,进而发现苏宁云商转型过程中的成功经验和存在的问题,最后为面临转型问题的传统零售企业提出一些建议,以期能够为处于转型困扰中的传统零售企业提供有益借鉴。分析的结果表明,苏宁云商在顾客层面、内部流程层面和学习与成长层面的表现不错,然而由于受到行业不景气和转型“阵痛”的双重影响,苏宁云商的财务表现并不尽如人意,但是与同行业相比苏宁云商的财务表现仍然处于行业的领先地位。
[Abstract]:In recent years, China's traditional retail market into a sustained downturn. Whether supermarkets or department stores, household appliances, various retail enterprises operating conditions are not optimistic. In contrast, with the advent of the Internet era, all aspects of people's lives are affected by the Internet. In this case, the rapid development of network retail enterprises, caused a serious impact on the traditional retail enterprise. In this case many domestic trouble and foreign invasion, the traditional retail enterprises began to seek transformation of traditional retail. How to integrate existing resources, combined with the characteristics of the Internet and the advantages of the mode in the marketing strategy, business model innovation has become a must to study strategic topics. Su ningyun began to explore the method of traditional retail business transformation from five years ago, after several years of exploration, put forward the cloud provider model, namely "stores + + retail service Taking "Su ningyun. As a traditional home appliance retail industry of China's leading enterprises, at the same time as the pioneer of retail industry restructuring, research on its transformation, can provide valuable reference and reference value for the transformation of other traditional retail enterprises. This paper intends to Su ningyun transformation strategy for the specific case, collect relevant data using the method of combining theory and practice, analysis of the specific path of Su ningyun transformation strategy, explore the reasons of transformation, using the Balanced Scorecard performance evaluation framework of transformation, and then found the successful experience of Su ningyun transformation and the existing problems, finally puts forward some suggestions for the problems facing the transformation of the traditional retail business. In order to provide a reference for the transition of traditional retail enterprises. By the results of the analysis show that, Su Ningyun at the customer level, the internal process and learning level With the growing level of performance is good, however, are affected by the industry downturn and the transformation of "labor pains", the financial performance of Su ningyun is not satisfactory, but compared with the same industry financial performance of Su ningyun is still in the leading position in the industry.

【学位授予单位】：暨南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6

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