【作者】 刘勇；

【导师】 胡继亮； 王宏明；

【作者基本信息】 华中师范大学 ， 工商管理（专业学位）， 2019， 硕士

【摘要】 第四次信息革命以来,电子商务的普及对原有传统零售业的经营模式和商业模式都带来了极大的冲击。企业充分运用互联网所采集的大数据和心理学知识,同时使用人工智能等最新的研究工具来重新构建和组织商品的生产、分销和销售体系已经成为企业在当前转型的必然选择。以苏宁为代表的传统企业为了在新的商业环境中保持核心竞争力进行了转型升级,最大的转变是将自身的定位从原有的家电品牌零售商转型成苏宁云平台的服务商。打破原有传统零售销售渠道转变为线上线下一体化模式是企业的运营和战略调整的必然要求和趋势。传统的线下店因为房租和人员设施配置等原因造成运营成本比较高,因而产品定价上也比线上渠道要高很多,新零售的背景下,线上和线下提供的是一样的终端价格,但同价格的情况下必须要重新构建商业模式和商业结构才能在激烈的市场竞争中生存下来,进一步的深入挖掘线下店的优势作为线上店的补充和延伸,更深刻的理解新零售背景下的协同一体化,这是企业战略管理和转型最新的要求和探索的必然之路。本文采用产业生命周期理论研究新零售背景下苏宁的企业转型详细分析了苏宁从最初创办到目前进行云商变革所处生命周期阶段的特征和特点。同时采用态势分析法进一步剖析苏宁所面临的优势和劣势,从而更好的认识苏宁所处的竞争环境和自身的发展阶段。通过对苏宁转型的原因以及转型过程和效果的分析得出企业转型的积极意义。更多还原

【Abstract】 Since the fourth information revolution,the popularity of e-commerce has brought great impact on the traditional retail business model and business model.It has become an inevitable choice for enterprises to reconstruct and organize the production,distribution and sales system of commodities by making full use of the large data and psychological knowledge collected by the Internet and using the latest research tools such as artificial intelligence.In order to maintain core competitiveness in the new business environment,traditional enterprises represented by Suning have been transformed and upgraded.The biggest change is to transform their position from the original brand retailer of household appliances to the service provider of Suning cloud platform.It is an inevitable requirement and trend for enterprises to break the traditional retail sales channels and transform them into online and offline integration mode.Traditional offline stores have higher operating costs because of rent and staffing facilities allocation,so product pricing is much higher than online channels.Under the background of new retail,online and offline offer the same terminal price,but under the same price,we must rebuild the business model and business structure to survive in the fierce market competition.To dig out the advantages of offline stores as a supplement and extension of online stores,and to understand the integration under the new retail background more deeply,is the latest requirement and the inevitable way to explore for the strategic management and transformation of enterprises.Based on the theory of industrial life cycle,this paper makes a detailed analysis of the characteristics and characteristics of Suning’s enterprise transformation in the context of new retail business from its initial establishment to the current stage of the life cycle of the transformation of cloud merchants.At the same time,the situation analysis method is used to further analyze the advantages and disadvantages of Suning,so as to better understand the competitive environment and its own development stage.Through the analysis of the reasons,process and effect of the transformation of Suning,the positive significance of enterprise transformation is obtained.更多还原