面对线上、线下的取舍和平衡等一系列问题,传统零售商营销模式的互联网转型困难重重,苏宁的营销转型实践提供了一个成功的范本.以苏宁云商为研究对象,通过单案例分析将营销模式的互联网转型分为"+互联网"和"互联网+"两个阶段,最终构建互联网营销模式概念模型.提出线上线下渠道融合、为供应商和消费者搭建平台、以体验促销三点建议.%Facing with problems like balancing physical stores and online stores,traditional retailers have a hard time undergoing Internet marketing transformation.Suning′s practice offers a successful example.Suning Commerce Group taken as an example,Internet marketing transformation was divided into two stages of "+ Internet" and "Internet +".A conceptural model for Internet marketing was developed.Three suggestions were proposed for retailers including integration of physical stores with online stores,building platforms for suppliers and consumers,and promoting sales by customer experience.
展开▼
