苏宁200米信息服务店策划案
发布时间：2018-12-12 00:11
【摘要】：随着经济的发展,居民消费水平不断提高,国内零售市场也在持续扩大。然而,以京东、天猫为代表的互联网电商快速发展导致苏宁、国美等传统零售商业务持续下滑。面对挑战,苏宁提出科技转型发展新型门店,实现线上电商与线下门店业务融合,进而为消费者提供优质的购物体验。因此,策划案的主要目标在于结合当前市场和消费者情况,依托苏宁企业的特色与优势,策划出苏宁新型门店并对门店的商业模式、功能定位及推广进行详细规划。为实现该目标,策划首先对市场、消费者和苏宁自身状况进行了综合分析,继而明确苏宁新型门店“020”的商业模式、“信息+服务”的差异化定位及“面对面好服务”的传播理念。策划案分为分析、策略和总结思考三大部分,其中策略部分为策略方案、表现方案、执行方案、评估方案。在策划案结尾,结合企业执行情况进行了思考总结,希望为同类策划提供借鉴。
[Abstract]:With the development of economy, the consumption level of residents is increasing, and the domestic retail market is expanding. However, the rapid development of Internet ecommerce, represented by JingDong and Tmall, has led to the continued decline of traditional retailers such as Su Ning and Gome. In the face of the challenge, Su Ning proposed to transform technology to develop new stores, to achieve online e-commerce and offline store business integration, and thus to provide consumers with a high-quality shopping experience. Therefore, the main goal of the planning case is to combine the current market and consumer situation, rely on the characteristics and advantages of Su Ning enterprise, and plan out the new type of shop, business model, function orientation and promotion of the store in detail. In order to achieve this goal, the plan first carried out a comprehensive analysis of the market, consumers and Su Ning's own situation, and then defined the business model of the "020", a new type of shop known as Su Ning. The differential orientation of "information service" and the communication idea of "face to face good service". The planning plan is divided into three parts: analysis, strategy and summing up and thinking, among which the strategic part is the strategic scheme, the performance scheme, the execution scheme and the evaluation scheme. At the end of the planning case, combined with the implementation of the enterprise to think and summarize, hoping to provide reference for similar planning.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721.7;F274
本文编号：2373500
[Abstract]:With the development of economy, the consumption level of residents is increasing, and the domestic retail market is expanding. However, the rapid development of Internet ecommerce, represented by JingDong and Tmall, has led to the continued decline of traditional retailers such as Su Ning and Gome. In the face of the challenge, Su Ning proposed to transform technology to develop new stores, to achieve online e-commerce and offline store business integration, and thus to provide consumers with a high-quality shopping experience. Therefore, the main goal of the planning case is to combine the current market and consumer situation, rely on the characteristics and advantages of Su Ning enterprise, and plan out the new type of shop, business model, function orientation and promotion of the store in detail. In order to achieve this goal, the plan first carried out a comprehensive analysis of the market, consumers and Su Ning's own situation, and then defined the business model of the "020", a new type of shop known as Su Ning. The differential orientation of "information service" and the communication idea of "face to face good service". The planning plan is divided into three parts: analysis, strategy and summing up and thinking, among which the strategic part is the strategic scheme, the performance scheme, the execution scheme and the evaluation scheme. At the end of the planning case, combined with the implementation of the enterprise to think and summarize, hoping to provide reference for similar planning.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721.7;F274
【参考文献】
相关期刊论文 前2条
1 姜奇平;;O2O商业模式剖析[J];互联网周刊;2011年19期
2 罗文丽;;苏宁云商物流新解[J];中国物流与采购;2013年06期
，本文编号：2373500
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