苏宁云商 O2O 模式问题及对策研究.doc

　　苏宁云商 O2O 模式问题及对策研究 　　摘要 　　在“互联网+” 大背景下， 传统零售商纷纷寻求“互联网+零售” 的模式， 积极寻求新的盈利增长点。 但是大部分转型为“互联网+” 模式的零售商们依然保持着传统零售商的固有盈利方式， 存在着内部整合失效、资源利用不充分的问题，因而如何整合业务并形成高效O2O模式成为了互联网零售商面临的重大问题， 互联网零售商急需进一步探索、创新并完成自有的一套行之有效的 O2O 模式。 　　本文以典型的互联网零售商苏宁云商为例， 分析苏宁云商也存在着内部资源运用不充分、 O2O 模式特点不突出、 金融业务拓展过快、 双线业务分流等问题。 　　最后， 对互联网零售商 O2O 模式提出整合内部资源、 建立良好供零关系、 调整组织架构的相应建议， 针对苏宁云商 O2O 模式的构建提出了调整内部组织结构、 建立稳定供应链、 整合互联网资源和设计差异化价格等建议， 以期能给苏宁云商O2O 模式的构建提供一定借鉴意义。 　　【关键词】商业模式；O2O模式；价值创造；苏宁云商；Abstract 　　Under the “Internet +” backdrop, traditional retailers are seeking “Internet +Retail” models and are actively seeking new profit growth points. However, mostretailers who have transformed into “Internet+” model still maintain the inherentprofitability of traditional retailers. There is a problem of internal integration failureand insufficient resource utilization. Therefore, how to integrate services and form anefficient O2O model becomes the Internet. With regard to the major problems facedby retailers, Internet retailers urgently need to further explore, innovate and completetheir own set of effective O2O models. 　　This article takes a typical Internet retailer Suning Cloud as an example toanalyze the Suning cloud business also has the problems of insufficient internalresources, O2O model characteristics are not prominent, financial businessdevelopment is too fast, two-wire business diversion and other issues. Finally, theInternet retailer O2O model is proposed to integrate internal resources, establish agood relationship between zero and adjust the organizational structure of thecorresponding recommendations for the construction of Suning cloud O2O modelproposed adjustment of internal organizational structure, establish a stable supplychain, integration of Internet resources and Designing differentiated prices and otherproposals in order to provide some reference for the construction of Suning CloudO2O model 　　【Key words】 Profit Model;O2O mode ;Value Creation; SUNING COMMERCEGROUP CO., LTD 　　目 录 　　1 引言 .