苏宁云商线上线下同价战略实证研究

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。

Research on the sales channels of the household appliances market

Chinese traditional sales channels are seriously attacked by the new ones. Household appliances industry will realize the specialized divisions of. development, manufacture, sale and services completely. The model of sales channel in marketing is set as the core of this research; the merits and demerits of different sales channels are analyzed; the complicated selective relationship and the conflicts among the manufacturer, middlemen, and ultimate consumers, and the solutions to present multi-channels market and the developments of the sales channels are elaborated in an overall view; the opinion that the only way to develop this industry is raised to establish the competitive sales channels. The aim is to let local household appliances industry use the natural merits to build up a suitable channel rapidly and efficiently, and to speed up the self development and oeffection.

贾石勇:零售云数字化运营促进全渠道发展

受疫情影响,2020年家电行业销售情况普遍下滑,但在国家有关部门不断地政策鼓励与指引下,经历了一段时间的调整后,业绩普遍有所提升。在家电销售渠道方面,线下市场明显下滑,线上渠道也正面临着渠道变革。