苏宁云商线上线下同价战略实证研究

Empirical Research of Suning Appliance Online to Offline Same Price Strategy

苏宁云商曾对O2O模式寄予极大的希望,认为O2O模式把线下丰富的商品资源、服务资源与线上的网络资源有机融合,可以实现合作共赢,共同发展。为验证O2O电子商务模式与其它电子商务模式在盈利能力上的差别,通过实地走访和问卷调查的方法,检验苏宁线上线下是否同价,并对比线上苏宁、国美、京东三个平台家电价格。实证分析的结果证明,O 2O电子商务模式的竞争优势并不明显。

Suning appliance has placed great hopes on the O2O model and thought the O2O model could combine rich offline resources of goods, resources of services with online network resources, realize win-win cooperation and mutual development. To verify differences of the profitability between O2O e-commerce mode and other electronic commerce mode on, it uses the field visit and questionnaire survey method to test whether the same price of online Suning and offline Suning, compares electrical appliances prices among the online Suning, Gome, Jingdong. The results of the empirical analysis proves that the O2O e-commerce model of competitive advantage is not obvious.