摘 要O2O 时代是互联网络高速发展所带来的新突破，达成了线上虚拟和线下实体之间的相互融合，改变了传统商业模式的同时，也对营销模式提出了新的要求。在此背景下苏宁电器股份有限公司于2013 年初改制为苏宁云商集团，并提出了企业转型变革的“云商模式”。近年来很多网络购物 APP 陆续诞生，O2O 市场竞争激烈，云商模式的实践遇到了很大的挫折，出现这一情况的原因有各方面因素，营销模式的问题是其中之一。苏宁由单纯的线下营销转型成线上线下相结合的 O2O 营销模式，企业的业绩却整体处于亏损状态。本文对战略视角下苏宁的 O2O 渠道冲突进行分析，寻找其中可能存在的问题并试着提出解决方法，同时为零售业 O2O 未来的发展方向提出一些建议与启示。关键词：O2O 渠道冲突 苏宁 AbstractThe era of O2O is a new breakthrough brought about by the rapid development of Internet. It has achieved the integration of online virtual and offline entities, changed the traditional business model, and put forward new requirements for marketing model. In this context, Suning Electrical Appliance Co., Ltd. was restructured into Suning Yunshang Group in early 2013, and put forward the "cloud business model" of enterprise transformation and transformation. In recent years, many online shopping apps have been born one after another, and the competition in the O2 O market is fierce. The practice of cloud business model has encountered great setbacks. The reasons for this situation are various factors. One of the problems is the marketing model.Suning has transformed from pure offline marketing to online and offline combined oxygen marketing mode, but the overall performance of the enterprise is in a loss state. This paper analyses the conflict of SONING's O2 channel from the strategic perspective, tries to find out the possible problems and puts forward solutions, at the same time, puts forward some suggestions and Enlightenments for the future de...
