苏宁“新零售”模式的落地研究

Research on the Implementation of Suning's “New Retail” Model

借助互联网、物联网、大数据和人工智能等技术,苏宁"新零售"模式利用线上和线下渠道,为客户搭建数字化消费全场景,充分满足客户的不同需求。新模式在运营过程中存在线上平台与线下实体店形成零和博弈、线上线下同价设计失误、IT系统有待升级、物流业务尚待提速、运用网络营销工具的水平有待提升等问题。苏宁有必要通过重新定位线上线下功能、重构线上线下价格形成机制、充分利用各种网络营销工具、升级信息系统和充分发挥物流体系作用等措施改善"新零售"模式的落地策略,从而获得持续的竞争优势。

With the help of the Internet, Internet of things, big data, artificial intelligence and other technologies, Suning’s“New Retail”model uses both online and offline channels to build a complete digital consumption scene for customers and fully meet their different needs. In the process of operation, there are still some problems, such as the zero sum game between online platform and offline physical stores, the design error of the same price online and offline, IT system to be upgraded, logistics to be accelerated and online marketing tools to be improved. Therefore, it is necessary for Suning to improve the implementation strategy of the “new retail” model by repositioning online and offline functions, reconstructing the online and offline price formation mechanism, making full use of various online marketing tools, upgrading the information system and giving full play to the role of the logistics system, so as to obtain sustainable competitive advantages.