《价格战的成因及对策分析--以苏宁云商为例》-毕业学术论文（设计）.docVIP

lw （2013届） 本 科 毕 业 设 计（论 文） 题 目 价格战的成因及对策分析--以苏宁云商为例 学 院 商学院 专 业 市场营销 班 级 学 号 学生姓名 指导教师 摘 要 从上世纪90年代开始，价格战就呈现着一种愈演愈烈的趋势。并从单个行业逐步扩散至全行业。随着我国经济、科技的发展，人们生活水平的不断提高，家电逐步趋于饱和。原本就竞争激烈的家电行业在电商的异军突起后，竞争更加惨烈。2012年以苏宁、国美、京东为代表的电商价格战可以说是近年来最为激烈的一年。如何应对价格战已成为许多企业最为棘手的难题。 本文首先对价格战的基本理论进行了概述，分析总结了价格战爆发的原因以及人们对价格战的看法。其次，本文采用案例分析法，以苏宁云商为例，通过对一些数据的收集；二手资料的整理；苏宁云商近几年的会计报表分析和消费者对于价格战的反应、评价发现苏宁存在的的劣势和受到的威胁。综合上述几点提出苏宁参与价格战暴露出的一些问题，主要包括：价格战影响企业利润率，增加与供应商、消费者矛盾等问题。并结合关系营销，服务营销，网络营销等方面的相关原理，利用苏宁现有的物流和信息系统优势，针对存在的问题提出相应的策略。 关键词：价格战，电商，原因，策略 lw Abstract From the start of the 1990s, the price war show a growing trend. From a single industry, and gradually spread to the entire industry. With the development of Chinas economy, science and technology, peoples living standard continues to improve, home appliances gradually become saturated. The already intense competition in the home appliance industry the competition has become more fierce after the sudden emergence of the electricity supplier. Electricity supplier in 2012 as the representative of Suning, Gome, Jingdong price war is the most intense in recent years. How to deal with the price war has become the most difficult problems of many companies.　　In this article ,an overview of the basic theory of the price war is given firstly, analyze and summarize the reasons for the outbreak of a price war, and people‘s view of it. Secondly, this paper adopts the method of case analysis, with Suning Commerce as an example, we can find the disadvantages and threats through some of the data collecting; secondary data; and analysis of Suning Commerce financial statements analysis in recent years, consumers assessment and reaction of the price war Suning participated in .Taking these po